Marketing Campaign

In order to drive more traffic to the site, ASOS will run a campaign titled, “All Around the World.”  This campaign will aim to enhance and highlight the global nature of the site.

As research has shown, ASOS is experiencing extreme growth in international markets.  Many of these consumers are drawn to ASOS private label merchandise. Additionally, ASOS has been building its namesake shoe collection, designing a variety of styles and designs that speak to the needs of their consumers.  For this reason, the marketing campaign will center around this product category, the ASOS private label shoe collection. 

The campaign will run during the Fall 2013 fashion weeks in New York, Paris, Milan, and London.  ASOS will partner with popular fashion bloggers across the globe, all who attend various shows and events at each individual fashion week.  The featured bloggers will include:

Leandra Medine, The Man Repeller, NYC

Aimee Song, Song of Style, LA

 

Elin Kling, Style by Kling, Sweden/NYC

  

  

Camille Charrière, Camille Over The Rainbow, London

Nicole Warne, Gary Pepper Vintage, Australia

 

Each blogger will select numerous styles of ASOS’ shoe collection to wear at the various fashion shows and events they attend during the four main fashion weeks.  The bloggers will feature selected footwear on their personal sites and social media outlets.  All of the styles featured will be linked to the site, leading consumers directly to ASOS.  Additionally, ASOS will feature the bloggers’ shoe choices on their site’s blog, ASOS monthly magazine, and social media outlets. These outlets will also feature direct links to product pages, enabling the consumer to directly purchase the style. Finally, there will be a special section of the site where consumers are able to directly shop each blogger's curated selection of ASOS footwear.

These bloggers directly relate to the target consumer of ASOS, a young, fashion forward consumer that closely follows the latest trends.  Not only are these consumers interested in what is featured on the runway, they also closely follow the street style worn by popular bloggers.  This campaign will reach the global audience of these noted fashion bloggers, driving new customers to the site as well as inspiring current customers to shop. 

Not only will this marketing campaign increase site traffic, it will also have the potential to increase sales of ASOS’ private label shoe collection.