PowerPoint Presentation

Macro EnvironmentEuropean Economy out look DismalBoth E-Tailers launched in midst of the dot.com bubble bustExtending sales to World Markets Urban outfitter Founder Noted Republican

Macro EnvironmentSocialBoth e-tailer ASOS and Net-a-porter carry an extended range of clothing includingEvening WearSporty Casual Wear

Urban Outfitters lines are more hipster styleEveryday Clothing Casual Wear

TechnologicalBoth ASOS and Net-a-porter are e-taillers will invest heavily in Technology and improving online platforms of Sale

Urban Outfitters Launched online Stores in 2011, fairly new to the game.Acquiring distribution centers enabling faster delivery

Macro Environment All 3 Companies, have strong policy for the environment. E-tailers are more environmentally friendly, reduce the need for paperTop Shop are suing asos Copyright infringement through Marketplace sales of second hand Top Shop clothing.Navajo Native American suing Urban Outfitters for trademark infringement

Micro EnvironmentBoth Asos and Net-a-porter sell other brands from 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 EthicsEthical sourcing with a responsibility to their supply partners and customersPart of the ETI (Ethical Trade initiative Code of Conduct governs the Initiative

Marketing EthicsHipster brand committed to recycling and protecting the environmentPart of the Distributors take back scheme (DTS)Part of the Waste, Electrical and Electronic equipment (WEEE) agreement

Marketing EthicsEthical Sourcing with Responsibility to customers and partners

Stocking environment friendly clothing from brands such as Edun, creating a whole magazine issue.

Segmentation and Target MarketNet-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

PsychographicNet-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

BehavioralNet-a-porter will has a loyal customer base, be a regular user. purchase throughout the month higher around pay dayAsos customer will use the site regularly, The Customers are less loyal some maybe bargain hunter. Purchase 3-4 times a monthUrban 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 dinningLoves 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 assistantShe believes life is about having fun, and enjoys spending time with friends and family

Customer AnalysisNicky is 20 year old single student, studying a degree in fashion and PRShe is not employed and relies on her student loan and parents for financial supportShe 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 People's

Brand IdentityLogo.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.

Brand IdentityNet- a-porter.com:Logo.Packaging.Color palate: Black and white.Typography and Editorial Style: minimal, clean cut, precise, spaciousVisual Style: spacious, black and white, font: ArialCharacter: Classic, formal, trendy, current, premium, extravagant. Tagline: The world's premier online luxury fashion

Customer ServiceOffer 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 policyHave a dedicated twitter page where you can @asos_helps All email to Customer Service are responded to within a certain given time framePuts the customer first Offers Yearly subscription delivery discount scheme

Customer ServiceOffers Premiere same day delivery service at a costCustomer 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-storeImpeccable customers services reviews in Flat Iron storeReturn 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 catwalkMagazine style shopping experience Editorial content working to reinforce consumer engagementEditorial also drive sales and provides them with a creative voiceStore front visual displayed on landing pageUse 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 saleAs a multichannel retailer they offer, two platforms of visual merchandising in-store and onlineUsage of their building and interior displays to entice consumers to purchaseWith each store having unique and individual dcorUsage of there summer catalogue online to reinforce the productUrban outfitter Community page Which encourages users to share looks and blog.

SWOT

Swot

Swot

RecommendationAs asos has such a young market there physical store would need to be as follows;Demographically viablePlaces with high foot patrolAttract a good customer following

Westfield StratfordNew and hip Similar priced storesHave leisure amenities, making it more likely for young consumer to hang out there

Oxford StreetWorld famous shopping street/asos being New innovative UK brandHigh foot patrol

Recommendation

Net-a-porter customers are more up market, enjoying the finer things in lifeHave 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 StreetPrestigious areaRecognised nameAttracting 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 complexInnovative shopping experienceWork with customer service within the Village for customer experience tailored to their needs

The End

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