Presentation for Marketing Asos/Urban Outfitters/Netaporter

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

7. Competition

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

31. The End