The truth is that fans of vintage and urban clothing can identify with this brand that has managed to position itself as a leader in current fashion. Now, how has it become a leading brand? This has been thanks to its marketing strategy, which has allowed it to become known internationally in countries such as Spain. In this way, it has become the favorite brand of the audience that loves to express their individuality.
In this article we explain the essential elements of Asos' marketing strategy .
Who is Asos' target audience?
In terms of segmentation, it can be said that Asos uses different marketing strategies to target its audience, which is mainly defined in the European Union and the United Kingdom. Likewise, its e-commerce and its smartphone shopping application are adapted to the purchasing behaviour of its customers in Spain and the rest of the world.
Based on its demographics and primary segmentation, we can say that Asos' target audience is made up of men and women aged 18 to 24. However, there is a secondary segmentation made up of men and women aged 35 to 49. On the other hand, it can be seen that both the brand's website and social networks adapt to a young audience by publishing creative, artistic content focused on fashion trends. In addition, most of its models are of an age belonging to its primary coo email list segmentation to achieve a more natural connection with customers.
What are the key elements of Asos’ marketing strategy?
Asos' brand image can be distinguished from others by its modern touch and by its variety of products that can satisfy the self-expression of its target audience. Also, to maintain its unique space in online retail, let's look at key elements of Asos' marketing plan :
Content strategy.
For Asos, content is one of the most important tools in its marketing strategy. For this reason, rather than just showing its products, it uses social media such as Pinterest, Instagram and YouTube, bringing its clothing to life through videos and images of the highest quality. On the other hand, it fosters valuable connections with its customers, who leave positive comments and effectively participate in the contests that the brand runs in exchange for a gift. This has generated greater enthusiasm from its audience and reinforces commitment to the brand.
Asos' content marketing strategy is made up of valuable elements:
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Interactive Blog: This blog is frequently updated with informative articles to keep customers up to date with fashion, beauty and lifestyle trends. This strategy has attracted a wider audience and positively driven traffic to their website. It is a strategy that has given the brand’s content a commercial focus, making it an informative and inspirational brand.
User-generated content: In order to encourage a sense of community, Asos uses user-generated content. First, it encourages its customers to share their style through hashtags created by the brand. This content is then displayed on its social channels or website to encourage others to explore the brand after verifying the existence of social proof.
Fashion influencers: These strategic partners are proficient in social media, helping Asos reach established communities to expand its reach. Influencers showcase their favourite items from the brand, bringing an identifiable voice and authenticity to the promotion of its clothing and accessories. Some influencers also create unique content for the brand’s social media and website, which positively increases Asos’ visibility.
Collaborations with influencers.
Asos’ marketing strategy has also focused on influencer marketing, which has been mixed with other actions to resonate with different audience groups and optimize its reach. In this regard, the brand selects stylish collaborators who can create original and quality content for the promotion of its products. Certainly, they are meticulously chosen by considering their alignment with the brand and their power of influence on social channels.
To expand its reach, Asos has launched:
Affiliate Program: Bloggers and influencers can earn commissions by recommending Asos products to their audience. This incentivizes a significant number of contributors to create content to boost brand awareness and gain new potential customers.
ASOS Insider Program: Asos has set out to expand its existing content to create strategic posts and reinforce the engagement that influencers have already built with their audience. Likewise, through these posts, the brand can access new communities and send its message without the need to create new content. As a result, these multiple collaborations with influencers serve as a guarantee to strengthen loyalty towards Asos.
Mobile marketing.
Mobile marketing is done through mobile devices. Asos has managed to use this to its advantage to provide a satisfying shopping experience for its customers. It also has an easy-to-use app and a great selection of items. It also offers a fast delivery service with the option of same-day or next-day delivery and a very attractive return policy.
To continue improving its approach and keep its customers coming back for more through marketing, Asos has been able to:
Adding a visual search option: With this great innovation, Asos customers can easily find the products they are looking for. They only need to upload an image and the brand will present similar products based on their consideration. Therefore, it is not necessary to know the brand or the name of a preferred item, since with this visual search option the purchase process and mobile navigation is more intuitive.
Being guided by total personalization: This feature has allowed Asos to take advantage of its customers' data and offer a personalized experience in the application to each one of them. Also, making use of artificial intelligence, the brand analyzes the browsing history and the purchases made. In this way, the application can show products that fit the style preferences of each person. This shopping experience, in addition to saving time, allows the user to find what they really want, which positions the brand as a leader in mobile shopping.
