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Macro Environment
• European Economy out
  look Dismal
• Both E-Tailers launched
  in midst of the dot.com
  bubble bust
• Extending sales to
  World Markets
• Urban outfitter Founder
  Noted Republican
Macro Environment
Social                           Technological
Both e-tailer ASOS and Net-a-    • Both ASOS and Net-a-porter
porter carry an extended range     are e-taillers will invest heavily
of clothing including              in Technology and improving
• Evening Wear                     online platforms of Sale
• Sporty Casual Wear
                                 • Urban Outfitters Launched
Urban Outfitters lines are         online Stores in 2011, fairly
more hipster style                 new to the game.
• Everyday Clothing              • Acquiring distribution centers
                                   enabling faster delivery
• Casual Wear
Macro Environment
• All 3 Companies, have strong policy for the
  environment.
• E-tailers are more environmentally friendly,
  reduce the need for paper
• Top Shop are suing asos Copyright
  infringement through Marketplace sales of
  second hand Top Shop clothing.
• Navajo Native American suing Urban
  Outfitters for trademark infringement
• Both Asos and Net-a-porter
                      sell other brands from
Micro Environment
                      through the webpage.

                    • with Asos producing in
                      house designs and Net-a-
                      porter collaborating with
                      designers

                    • While Urban outfitter
                      merchandise there own
                      labels, also wholesales to
                      1,000 specialty stores
Intermediaries

• `net-a-porter , asos and
  urban outfitters product
  get sold on ebay



• Both Net-a-porter and
  asos, products are sold
  at sample sales
Competition
Marketing Ethics
• Ethical sourcing with a
  responsibility to their
  supply partners and
  customers
• Part of the ETI (Ethical
  Trade initiative
• Code of Conduct
  governs the Initiative
Marketing Ethics
• Hipster brand
  committed to recycling
  and protecting the
  environment
• Part of the Distributors
  take back scheme (DTS)
• Part of the Waste,
  Electrical and Electronic
  equipment (WEEE)
  agreement
Marketing Ethics
• Ethical Sourcing with
  Responsibility to
  customers and partners

• Stocking environment
  friendly clothing from
  brands such as Edun,
  creating a whole
  magazine issue.
Segmentation and Target Market
• Net-a-porter age 21-55 Female and Male
  Introduction of Mr. Porter Classes C1,B,A

• ASOS age range16-30 male and female Classes
  D, C2,C1,B

• Urban Outfitters age 16-30 Male and Female
  Classes C2,C1,B
Psychographic
• Net-a-porter customer will be very active
  leisurely with gym membership. Career driven
  enjoying luxury living a healthy, positive lifestyle
• ASOS customer student very in with fashion and
  trends, ambitious and enjoys life and parties
  having fun.
• Urban outfitters customer career driven enjoys
  festivals, educated, independent and homely
Behavioral
• Net-a-porter will has a loyal customer base, be
  a regular user. purchase throughout the
  month higher around pay day
• Asos customer will use the site regularly, The
  Customers are less loyal some maybe bargain
  hunter. Purchase 3-4 times a month
• Urban outfitters customers are committed and
  loyal, they will shop in-store or online up to 5
  times a week
Customer Analysis



• My name’s Natasha I am 25 and single.
• Works within Banking also developing her career.
• Like’s throwing dinners parties and fine dinning
• Loves exclusivity and quality clothing, “she always
  expects the best and Nothing less”
• Cares apart her long term goals and image
Customer Analysis




• Charlotte is 18 and studying a degree in media
• She enjoys going to the park and festivals with her boyfriend.
• Works part-time in a trendy boutique on Carnaby Street as a sales
  assistant
• She believes life is about having fun, and enjoys spending time with
  friends and family
• Nicky is 20 year old single
Customer Analysis
                      student, studying a degree
                      in fashion and PR
                    • She is not employed and
                      relies on her student loan
                      and parents for financial
                      support
                    • She like stylish affordable
                      fashion
                    • Her Image and education
                      are very important to her
Brand Identity

• Logo, Packaging Color
  palate: Black and white,
  grey.
• Typography and Editorial
  Style: layering of imagery,
  bold, direct, creative.
• Visual Style: very visual
  with products, urban,
  colorful, font: Times New
  Roman.
• Character: creative,
  trendy, funky, current,
  fun, young, interactive
• Tagline: The Free People's
Brand Identity
•   Logo.
•   Color palate: across all
    mediums is: Black, white, grey.
•   Typography and Editorial
    Style:
•   Visual Style: spacious,
    colourful, font: TODAY'S
    OUTFITS,
•   Character: Fun, trendy,
    young, developing.
•   Tagline: The fashion
    destination where you can
    shop over 850 brands,
    including vintage
•    Buy your favorite hair and
     beauty brands
•     create and share looks, keep
     up-to-date with street style
     and catwalk reports and even
     sell your fashion cast-offs via
     ASOS Marketplace.
Brand Identity
•   Net- a-porter.com:
•   Logo.
•   Packaging.
•   Color palate: Black and
    white.
•   Typography and Editorial
    Style: minimal, clean cut,
    precise, spacious
•   Visual Style: spacious,
    black and white, font: Arial
•   Character: Classic, formal,
    trendy, current, premium,
    extravagant.
•   Tagline: The world's
    premier online luxury
    fashion
Customer Service
• Offer free delivery depending on how much you spend,
  and delivery dates
• Have a dedicated telephone line for online order issue
• Operate a good exchange and returns policy
• Have a dedicated twitter page where you can
  @asos_helps
• All email to Customer Service are responded to within
  a certain given time frame
• Puts the customer first
• Offers Yearly subscription delivery discount scheme
Customer Service
• Offers Premiere same day delivery service at a
  cost
• Customer service dedicated phone for UK and
  international, positive reviews
• Clear Customer returns and exchanges policy
  clear explanation on webpage
• Developed social app to keep up with the
  customers
• Partnership with eGain to improve customer
  service experience
Customer Service
• Creating a positive in-store environment for sales
• Helping customer obtain items not available in-
  store
• Impeccable customers services reviews in Flat
  Iron store
• Return and exchange policy within 30 days both
  in-store and online
• Dedicated customer service phone lines for
  online help and support
Visual Merchandising
•   Product promoting with “page
    appeal”

•   Asos produces a monthly magazine
    which they send to regular
    customers

•   Use visual imagery heavily on
    there landing page, and
    maintained through out there web
    page

•   Website items include a catwalk
    feature so you can see what the
    garments look like on an actual
    person

•   Usage images to promote
    themselves on social website such
    as instagram and Facebook
Visual Merchandising

•   High end products may have been
    seen in-store or on the catwalk
•   Magazine style shopping
    experience
•   Editorial content working to
    reinforce consumer engagement
•   Editorial also drive sales and
    provides them with a creative
    voice
•   Store front visual displayed on
    landing page
•   Use of innovating and eye catching
    styling
•   Use of augmented reality “ Pop up
    window shop” Image recognition
    technology
•   Mobile apps develop to reinforce
    visual content
Visual Merchandising
•   Themed window display
•   Use of promotional display “mid
    season sale”
•   As a multichannel retailer they
    offer, two platforms of visual
    merchandising in-store and online
•   Usage of their building and interior
    displays to entice consumers to
    purchase
•   With each store having unique and
    individual décor
•   Usage of there summer catalogue
    online to reinforce the product
•   Urban outfitter Community page
•   Which encourages users to share
    looks and blog.
SWOT

                                                        Weaknesses
               Strengths                   - Competitors can entice consumer with
         - Loyal customer base                       superior products
             Cult following                  -Availability of substitute products,
- Strong brand name recognised worldwide   - maintain lower prices then competitors
   - Sister company to Anthropologies      - Volatile markets can affect supply and
        Established Hipster brand                           pricing




                                                           Threats
             Opportunity                   -Economic slowdown major effect on
- Can develop company by merging to          “middle market’ retailing industry
  expand growth within their online          - Competition can lower price for
        markets to company                          similar products
    -Launching discount store at a         - Keep apace of consumers need for
         multichannel level                           fast fashion.
Swot
 • Competitive advantage through
   the use of unique selling points                               •-Staff are less established in role and
 • Trend focused                                                           need to develop there skills.
 • Loyal customer base                                                            • High inventory stock
 • Correlation between current                                        • Slow down of the economy and
   fashion culture and what is                                       uncertain euro future can have an
   provided                                                             impact on the way people shop
 • Innovative marketing technique                                 • Sales online are down compared to
                                       Strengths     Weaknesses                       this time last year
 • Provide wide range of lines, with
   options.




• Continual development of online
  and mobile platforms                 Opportunity     Threats      • Lack of “brick and mortar store “
• Become a bigger name globally to                                           may be a turn off to some
  attach new customer                                                                       customers
• More supply to emerging markets                                        • Returns policy may not be t
• Business and Product development                                                      everyone liking
• Expand width and depths of the                                   • Negative publicity through online
  range                                                                     forums and search engines
Swot
              Strengths
              Strengths
  - Strong consumer base within UK                      Weaknesses
- Products are updated regularly up to      -The lack of a physical location can put
       500 new items per week                         some shoppers off
- Take advantage ok consumer need for       - exchange policy need to be adapted
              fast fashion
                                            - Customer service once package is in
  Recognised as a leading online high               transit can be poor
            street e-tailer
                                             Items quality may lead to disappoint
 - Works with there customer s using                 once items received
            social media




               Opportunity                                    Threats
                                                Shopping online has fallen since the
    -Globalisation that will be quick and
                                                       same time last year.
                 profitable
                                               Uncertain European crisis give dismal
      - Focus on International Markets
                                                  outlook for European markets
     - Integrated languages through the
                                               Customer focus early 20’s can exclude
              fashion platforms
                                                        other age ranges
        Increase production volume
Recommendation
As asos has such a young market there
physical store would need to be as
follows;
• Demographically viable
• Places with high foot patrol
• Attract a good customer following

Westfield Stratford
• New and hip
• Similar priced stores
• Have leisure amenities, making it
   more likely for young consumer to
   hang out there

Oxford Street
• World famous shopping
   street/asos being New innovative
   UK brand
• High foot patrol
Recommendation
Net-a-porter customers are more up market,
enjoying the finer things in life
Have an eye for luxury quality goods
therefore the store has to be
•   Demographically viable
•   High foot patrol, with the ability to
    attract new customers

New Bond Street
•  Prestigious area
•  Recognised name
•  Attracting new customer base

One new change Shopping Centre
St Paul's)
•    Innovative new and cutting edge
     shopping center
•    Sleek new retail experience for higher
     end shoppers

The Village Westfield ( Shepherds Bush)
•   Well established shopping complex
•   Innovative shopping experience
•   Work with customer service within the
    Village for customer experience tailored
    to their needs
The End

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Fashion Marketing

  • 1.
  • 2. Macro Environment • European Economy out look Dismal • Both E-Tailers launched in midst of the dot.com bubble bust • Extending sales to World Markets • Urban outfitter Founder Noted Republican
  • 3. Macro Environment Social Technological Both e-tailer ASOS and Net-a- • Both ASOS and Net-a-porter porter carry an extended range are e-taillers will invest heavily of clothing including in Technology and improving • Evening Wear online platforms of Sale • Sporty Casual Wear • Urban Outfitters Launched Urban Outfitters lines are online Stores in 2011, fairly more hipster style new to the game. • Everyday Clothing • Acquiring distribution centers enabling faster delivery • Casual Wear
  • 4. Macro Environment • All 3 Companies, have strong policy for the environment. • E-tailers are more environmentally friendly, reduce the need for paper • Top Shop are suing asos Copyright infringement through Marketplace sales of second hand Top Shop clothing. • Navajo Native American suing Urban Outfitters for trademark infringement
  • 5. • Both Asos and Net-a-porter sell other brands from Micro Environment through the webpage. • with Asos producing in house designs and Net-a- porter collaborating with designers • While Urban outfitter merchandise there own labels, also wholesales to 1,000 specialty stores
  • 6. Intermediaries • `net-a-porter , asos and urban outfitters product get sold on ebay • Both Net-a-porter and asos, products are sold at sample sales
  • 8. Marketing Ethics • Ethical sourcing with a responsibility to their supply partners and customers • Part of the ETI (Ethical Trade initiative • Code of Conduct governs the Initiative
  • 9. Marketing Ethics • Hipster brand committed to recycling and protecting the environment • Part of the Distributors take back scheme (DTS) • Part of the Waste, Electrical and Electronic equipment (WEEE) agreement
  • 10. Marketing Ethics • Ethical Sourcing with Responsibility to customers and partners • Stocking environment friendly clothing from brands such as Edun, creating a whole magazine issue.
  • 11. Segmentation and Target Market • Net-a-porter age 21-55 Female and Male Introduction of Mr. Porter Classes C1,B,A • ASOS age range16-30 male and female Classes D, C2,C1,B • Urban Outfitters age 16-30 Male and Female Classes C2,C1,B
  • 12. Psychographic • Net-a-porter customer will be very active leisurely with gym membership. Career driven enjoying luxury living a healthy, positive lifestyle • ASOS customer student very in with fashion and trends, ambitious and enjoys life and parties having fun. • Urban outfitters customer career driven enjoys festivals, educated, independent and homely
  • 13. Behavioral • Net-a-porter will has a loyal customer base, be a regular user. purchase throughout the month higher around pay day • Asos customer will use the site regularly, The Customers are less loyal some maybe bargain hunter. Purchase 3-4 times a month • Urban outfitters customers are committed and loyal, they will shop in-store or online up to 5 times a week
  • 14. Customer Analysis • My name’s Natasha I am 25 and single. • Works within Banking also developing her career. • Like’s throwing dinners parties and fine dinning • Loves exclusivity and quality clothing, “she always expects the best and Nothing less” • Cares apart her long term goals and image
  • 15. Customer Analysis • Charlotte is 18 and studying a degree in media • She enjoys going to the park and festivals with her boyfriend. • Works part-time in a trendy boutique on Carnaby Street as a sales assistant • She believes life is about having fun, and enjoys spending time with friends and family
  • 16. • Nicky is 20 year old single Customer Analysis student, studying a degree in fashion and PR • She is not employed and relies on her student loan and parents for financial support • She like stylish affordable fashion • Her Image and education are very important to her
  • 17. Brand Identity • Logo, Packaging Color palate: Black and white, grey. • Typography and Editorial Style: layering of imagery, bold, direct, creative. • Visual Style: very visual with products, urban, colorful, font: Times New Roman. • Character: creative, trendy, funky, current, fun, young, interactive • Tagline: The Free People's
  • 18. Brand Identity • Logo. • Color palate: across all mediums is: Black, white, grey. • Typography and Editorial Style: • Visual Style: spacious, colourful, font: TODAY'S OUTFITS, • Character: Fun, trendy, young, developing. • Tagline: The fashion destination where you can shop over 850 brands, including vintage • Buy your favorite hair and beauty brands • create and share looks, keep up-to-date with street style and catwalk reports and even sell your fashion cast-offs via ASOS Marketplace.
  • 19. Brand Identity • Net- a-porter.com: • Logo. • Packaging. • Color palate: Black and white. • Typography and Editorial Style: minimal, clean cut, precise, spacious • Visual Style: spacious, black and white, font: Arial • Character: Classic, formal, trendy, current, premium, extravagant. • Tagline: The world's premier online luxury fashion
  • 20. Customer Service • Offer free delivery depending on how much you spend, and delivery dates • Have a dedicated telephone line for online order issue • Operate a good exchange and returns policy • Have a dedicated twitter page where you can @asos_helps • All email to Customer Service are responded to within a certain given time frame • Puts the customer first • Offers Yearly subscription delivery discount scheme
  • 21. Customer Service • Offers Premiere same day delivery service at a cost • Customer service dedicated phone for UK and international, positive reviews • Clear Customer returns and exchanges policy clear explanation on webpage • Developed social app to keep up with the customers • Partnership with eGain to improve customer service experience
  • 22. Customer Service • Creating a positive in-store environment for sales • Helping customer obtain items not available in- store • Impeccable customers services reviews in Flat Iron store • Return and exchange policy within 30 days both in-store and online • Dedicated customer service phone lines for online help and support
  • 23. Visual Merchandising • Product promoting with “page appeal” • Asos produces a monthly magazine which they send to regular customers • Use visual imagery heavily on there landing page, and maintained through out there web page • Website items include a catwalk feature so you can see what the garments look like on an actual person • Usage images to promote themselves on social website such as instagram and Facebook
  • 24. Visual Merchandising • High end products may have been seen in-store or on the catwalk • Magazine style shopping experience • Editorial content working to reinforce consumer engagement • Editorial also drive sales and provides them with a creative voice • Store front visual displayed on landing page • Use of innovating and eye catching styling • Use of augmented reality “ Pop up window shop” Image recognition technology • Mobile apps develop to reinforce visual content
  • 25. Visual Merchandising • Themed window display • Use of promotional display “mid season sale” • As a multichannel retailer they offer, two platforms of visual merchandising in-store and online • Usage of their building and interior displays to entice consumers to purchase • With each store having unique and individual décor • Usage of there summer catalogue online to reinforce the product • Urban outfitter Community page • Which encourages users to share looks and blog.
  • 26. SWOT Weaknesses Strengths - Competitors can entice consumer with - Loyal customer base superior products Cult following -Availability of substitute products, - Strong brand name recognised worldwide - maintain lower prices then competitors - Sister company to Anthropologies - Volatile markets can affect supply and Established Hipster brand pricing Threats Opportunity -Economic slowdown major effect on - Can develop company by merging to “middle market’ retailing industry expand growth within their online - Competition can lower price for markets to company similar products -Launching discount store at a - Keep apace of consumers need for multichannel level fast fashion.
  • 27. Swot • Competitive advantage through the use of unique selling points •-Staff are less established in role and • Trend focused need to develop there skills. • Loyal customer base • High inventory stock • Correlation between current • Slow down of the economy and fashion culture and what is uncertain euro future can have an provided impact on the way people shop • Innovative marketing technique • Sales online are down compared to Strengths Weaknesses this time last year • Provide wide range of lines, with options. • Continual development of online and mobile platforms Opportunity Threats • Lack of “brick and mortar store “ • Become a bigger name globally to may be a turn off to some attach new customer customers • More supply to emerging markets • Returns policy may not be t • Business and Product development everyone liking • Expand width and depths of the • Negative publicity through online range forums and search engines
  • 28. Swot Strengths Strengths - Strong consumer base within UK Weaknesses - Products are updated regularly up to -The lack of a physical location can put 500 new items per week some shoppers off - Take advantage ok consumer need for - exchange policy need to be adapted fast fashion - Customer service once package is in Recognised as a leading online high transit can be poor street e-tailer Items quality may lead to disappoint - Works with there customer s using once items received social media Opportunity Threats Shopping online has fallen since the -Globalisation that will be quick and same time last year. profitable Uncertain European crisis give dismal - Focus on International Markets outlook for European markets - Integrated languages through the Customer focus early 20’s can exclude fashion platforms other age ranges Increase production volume
  • 29. Recommendation As asos has such a young market there physical store would need to be as follows; • Demographically viable • Places with high foot patrol • Attract a good customer following Westfield Stratford • New and hip • Similar priced stores • Have leisure amenities, making it more likely for young consumer to hang out there Oxford Street • World famous shopping street/asos being New innovative UK brand • High foot patrol
  • 30. Recommendation Net-a-porter customers are more up market, enjoying the finer things in life Have an eye for luxury quality goods therefore the store has to be • Demographically viable • High foot patrol, with the ability to attract new customers New Bond Street • Prestigious area • Recognised name • Attracting new customer base One new change Shopping Centre St Paul's) • Innovative new and cutting edge shopping center • Sleek new retail experience for higher end shoppers The Village Westfield ( Shepherds Bush) • Well established shopping complex • Innovative shopping experience • Work with customer service within the Village for customer experience tailored to their needs