6/7/2023 0 Comments Arena tactics onlineThis not only helped customers feel like they were a part of the brand experience, it also provided value to other customers (and potential customers) who were getting advice from a collection of "peer" stylists.īy balancing specific targeting and mass wide appeal, ASOS expands its reach to communicate with the largest possible audience and makes the most of its marketing dollars. The #AsSeenOnMe hashtag encouraged anyone who'd bought and worn ASOS clothes to post the clothing on their Instagram. However, they also do things like create a brand hashtag to get a wide range of people showing off their ASOS clothing. However, ASOS' marketing team understands that while personalization is important, mass marketing has its own place in a comprehensive strategy.ĪSOS will gather data to market the right pieces of clothing to the right consumers. To do this, they collect consumer data and try to deliver relevant ads. Many e-commerce clothing companies today are focused on using personalized marketing tactics to deliver targeted marketing messages. The company also uses the magazine to promote their own clothing, which can then help encourage the sale of specific products or pieces. To celebrate the 100th issue, the company decided to sell the magazine to non-customers of the brand.ĪSOS' magazine is a smart marketing tactic because people cannot get their hands on a copy unless they shop the online store – which means they're encouraged to buy. The magazine is (usually) only sent to the most loyal shoppers of the brand.Īs of today, the magazine is the most widely read quarterly fashion magazine in the UK, and the company has put out more than 100 issues. To help strengthen their brand and draw in a larger audience of fashion-conscious followers, ASOS created their own branded magazine. By offering exclusive Twitter discounts, ASOS encourages people to follow them, then regularly receive information about deals on products that they might be encouraged to buy. In addition, they use Twitter to offer exclusive discounts on items. The company regularly tweets outfit suggestions to followers, with images and links to clothing. Exclusive Twitter DiscountsĪSOS makes use of one social media network particularly well for marketing: Twitter. Here are the ways that ASOS has used the power of the web to become one of the most successful fast fashion companies in the world. Luckily, the company has proven that they can master the realm of online marketing to draw in customers and grow in fact, the company has a target of 25-30% revenue growth this year, and they will be investing £200m to expand the business by the end of 2018. One company that has been particularly adept at digital marketing is ASOS – a London-based clothing company that sells multiple apparel lines that targets customers in the 16-30 age range.ĪSOS has no brick and mortar retail stores, and they depend on e-commerce for all of their business. Many apparel companies have mastered marketing techniques to garner the attention of the public and grow as a brand.
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