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 EnvironmentSocial TechnologicalBoth e-tailer ASOS and
Net-a- Both ASOS and Net-a-porterporter carry an extended range are
e-taillers will invest heavilyof clothing including in Technology
and improving Evening Wear online platforms of Sale Sporty Casual
Wear Urban Outfitters LaunchedUrban Outfitters lines are online
Stores in 2011, fairlymore 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 fromMicro
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 names Natasha I am 25 and single. Works
within Banking also developing her career. Likes 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 singleCustomer 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
Peoples
Brand Identity Logo. Color palate: across all mediums is:
Black, white, grey. Typography and Editorial Style: Visual Style:
spacious, colourful, font: TODAYS 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 worlds 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 dcor 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 20s can exclude fashion platforms other age
ranges Increase production volume
RecommendationAs asos has such a young market therephysical
store would need to be asfollows; Demographically viable Places
with high foot patrol Attract a good customer followingWestfield
Stratford New and hip Similar priced stores Have leisure amenities,
making it more likely for young consumer to hang out thereOxford
Street World famous shopping street/asos being New innovative UK
brand High foot patrol
RecommendationNet-a-porter customers are more up
market,enjoying the finer things in lifeHave an eye for luxury
quality goodstherefore the store has to be Demographically viable
High foot patrol, with the ability to attract new customersNew Bond
Street Prestigious area Recognised name Attracting new customer
baseOne new change Shopping CentreSt Pauls) Innovative new and
cutting edge shopping center Sleek new retail experience for higher
end shoppersThe 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