Marketing Plan~Asos fashion boutique~

Audra Galliano

Crystal Converse

Megan Weisser

Evaluating A strategic international marketing plan for trade in paris,

france

asos company profile

• An online only woman’s clothing line whose current distribution is in the U.K.

• The Target Market: • Fashion forward woman who shop at urban retailers for

current trends in fashion• Styles appeal to woman between ages of 16 – 35 • Potential customers are high into style, but buy clothing

priced lower than from the top clothing designers.

• This marketing plan will export Asos’ urban trends and increase the international trade with Paris, France

Asos Marketing mix

• The marketing activities will center on the their efforts to satisfy its customer wants and needs with products and services that offer competitive value.

• Product- An already successful woman’s clothing line, otherwise sold online, but only available at this boutique.

• Price- A competitive value to its customers. Generally less expensive than the top designers clothing lines, but also offer a limited about of high end garments.

• Place- Where women want to shop for clothes:

Paris, France, “The Fashion Capital of the World”

• Promotion- Current trends for fashion forward woman between ages of 16-35; Provide a value based boutique for current fashion trends

Executive Summary I

• Major Problems:• Store could be used as a ‘Show Room’

• Competition with the boutique’s prices

• Lower online prices do not reflect the overhead costs of a retail space. • Ex Rent, Labor, Shrinkages and Loss, etc.

• Competition from other local boutique’s• Limited transfer of knowledgeable labor or

managers from U.K. to France• Hiring and training staff from scratch.

Executive summary II

• Major Opportunities:• Fashion Week in Paris-

• Launch the Asos Fashion boutique

• Create great exposer as an emerging fashion destination

• Higher volume of sales than online- • People will purchase more garments when they see

them in a trendy boutique and they can try them on.

• Buyers enjoy instant gratification from purchases. • No shipping problems or waiting.

• Can browse online, and then come try on what’s appealing

Relative advantage

• By offering the very first boutique for Asos in Paris, it is highly advantageous to its prospective customers and the fashion industry compared to the existing competing brands because the trends are now:

• Accessible • Innovative • Affordable

• Short term sales and Asos’ rate of adoption will be elevated. • Perception of fashion trends are based on what is new

in the market.

Compatibility• The street scene fashion from Asos’

clothing line is compatible with the target market’s:

• Style needs

• Personal values for strong customer service

• Beliefs in quality in relation to price and product value

• Enjoyable past shopping experiences

• The rate of the perceived level of compatibility is so high, that the products rate of adoption will be:

• Fast in market entry

• Strong in retention

complexity

• The perceived level of complexity or difficulty to understand or wear Asos Fashion line is LOW.

• The function and use of the product is valued for:• Everyday wardrobe

enjoyment

• Provided at an affordable price range

trialability

• The extent to which clothing from Asos can be used on a limited basis is SUBJECTIVE to the buyer.

• Some of the target market will purchase new clothing and accessories for every occasion and season

• While others limit their purchases

observability

• Retail and clothing in Paris has a HIGH degree of Observability:

• Paris is known as the:

'Fashion Capital of the World'

• The presence of dedicated couturier houses, fashion shows and dedicated media dominate the fashion industry.

• Personal ownership of fashion products and in clothing trends make a statement that can be seen on runways and on the city streets.

Geographical Region

•Located: Paris, France•Hotels•4 seasons•3rd largest income from tourism•85% urbanization

Champs-Élysées

•Located off of Avenue Montaigne.•Parking Garage•Exclusive shopping experience with many of the big fashion labels.•Mixture of big brands and high quality

Transportation

•3 Airports•Tram lines•Transilien•RER•Metro•Taxi•Bike•Walk•Eurotunnel

Communication

• Telephone• Cell phone• Land Line

• Internet

• Radio France Internationle

• Commercial FM stations

Consumer Buying Habits

• Retail Store Hours• Monday - Saturday

• Payment

Distribution of the product

• Headquarters• London, UK• Warehouse• Not a retail shop

• Channel• Manufacturer Retailer Customers

• European Union• No limits or barriers to trade

• Eurotunnel• Freight

Advertising

• Flyers/Brochures

• Celebrities

• Billboards

• Magazines• online magazine

• Social Media

• TV Commercials

Promotion

• E-Mails

• Discounts• Student Discounts• BOGO• Sales

• Contests• ASOS

Pricing Strategy

• Range

• Price Tags Include Tax

• Discounts Available

Competitors

• Adidas, Benetton, Disney Store, Nike, Zara, Cartier, Bel Air Fashion, Toyota, Gap, Sephora, Virgin Megastore, Dior, Chanel, Valentino, Ralph Lauren, Bulgari…etc.

Ralph Lauren comparison

• Brand Name• Rich• Expensive• Quality• Preppy• Classy• Business attire

• Features• Archetype Figure• Playing Polo

•Package• Navy Blue with white

lettering

Price Comparison

• Ralph Lauren• Least expensive• Most expensive

ASOS• Least Expensive•Most Expensive

R.L. Promotion

• Ralph Lauren• Proud Outfitter of the 2012 Olympic Games• E-mails• Free Shipping of orders over $195• Ralph Lauren center for cancer care and

prevention• Pink Pony Campaign• American Heros Fund• Habitat for Humanity• Polo Fashion School

ASOS Promotion

• Free Shipping

• Carbon Neutral Company

• ASOS Foundation• Priorities

• Young adults in difficult circumstances in the UK.• Women and children in India (where we source many

of our garments)• Poverty and climate change in the developing world

• The Prince’s Trust, Udayan Care, Oxfam, retailtrust, Geared for Giving

ASOS

Website for the U.S. for ASOS

ASOS

Website for the French

Ralph Lauren

Competitor’s Distribution

• Ralph Lauren and ASOS central location is both in London, therefore they have similar distribution channels.

Market Size

• Estimated Industry Sales• Rose .09% in March• Said to Decline Due to Unemployement

• Estimated Sales for ASOS• 2010 - £512 million • 2013 - £685 million

Sources of information• http://sites.google.com/site/starategicmarketing/chapter3/factors-affect

ing-market-complexity

• http://www.businessdictionary.com/

• http://www.b2bmarketingplan.com/index.php?view=article&id=25&format=pdf&option=com_myblog&Itemid=20

• http://www.b2bmarketingplan.com/index.php?option=com_myblog&show=Whos-Your-Market-.html&Itemid=20

• http://www.buzzle.com/articles/facts-about-the-french-culture.html

• http://www.harpersbazaar.com/fashion/fashion-articles/paris-fashion-week-street-style-spring-2012#slide-6

• http://about-france.com/shopping-in-france.htm

• http://www.nytimes.com/2009/02/19/arts/design/19abroad.html?_r=2&pagewanted=all

Sources of information

• http://www.ibtimes.co.uk/articles/332971/20120425/asos-plc-uk-retailers-consumers-british-shoppers.htm

• http://www.foxbusiness.com/news/2012/05/04/germany-france-buoy-euro-zone-retail-sales/

• http://www.eurotunnel.com/uk/inspiration/ideas/Shopping-in-Paris/

• http://mehwishworld.typepad.com/blog/2010/05/analyse-the-opportunities-offered-to-businesses-using-internet-marketing-in-relation-the-marketing-m.html