PPD - Final reflective statement

This is my final blog post as I have now handed in my project (yay!)

During the initial stages of research  I felt I had so many resources and lots of articles but many weren't directly relevant to include in my blog posts. I have included them in the appendix B in the report as they did assist with my wider reading on the topic but I did find refining them down slightly challenging.

Starting my secondary research early on was really beneficial as I had lots of material however I really struggled to narrow down my subject and choose one idea to proceed with. After lots of reading I decided to go with the browse app but sadly due to research over summer it came to light that this was not going to be a viable business option. In many ways this was a real set back and really disappointing. However had I not completed this research so early on it would have left me very minimal time to find another idea etc so in that sense my early research was very beneficial.

The new idea of LOWDOWN came to me at work after hearing a few comments from men in the ASOS office and after seeing a few frustrated tweets from Male ASOS customers. I ran a really quick focus group at my desk for literally 2 minutes to see if they thought it was a viable idea. After getting the go ahead from them and my tutor I really, really got into the project. I quite early on set up my Pinterest boards and began to profile the customer so I could really understand his needs before progressing with the report. I was really passionate about the project from the beginning and used as much free time as possible on my mobile to research competitors and plan content.

Creating the videos and seeing the app proto-type come to life was really useful as the visual elements made me more excited about the entire project and keen to get writing. The questioner results being so positive also really helped me plan the content and decide to have the app on both platforms. I was slightly nervous that I wouldn't receive many responses but through posting it on my social media pages I managed to receive over 30 which I was pleased with

When it came to actually writing the report I actually became quite anxious and wasn't sure where to begin. I decide to start with all the headings and key requirements to ensure I didn't miss anything out and then I slowly began to work on each section. Working full time and studying can be a real challenge but luckily I was able to take a few days holiday per week for the 2 months leading up to the hand in. This was a real relief as it meant I didn't have to leave it until the last minute and rush it. The research blog was fairly easy to keep on top of and I was able to create entry's during my lunch breaks at work and then edit and submit them at a later date. I published 19 of the blog posts detailing my research journey and progress on the report.

One section which I usually find a challenge was spending time on layout and presentation. However taking on feedback from the previous research module and finishing the project in good time meant I was really able to focus on this area and make the report clear and concise. One area I did struggle with was the projected financial figures. As they are projected I found that hard. However once establishing revenue from the ASOS Mobile shopping app, Fashion Up App and the end of year financial report it became much clearer and easier to predict.

Overall I really enjoyed this module, especially as I work for ASOS it's a brand I am passionate about. Seeing my vision coming alive and getting great feedback from colleagues was also an amazing feeling. I feel I really put my all into it and hope to continue it for my FMP.

ASOS Branding Diagrams

I felt it was important to fully understand ASOS as a brand when considering the extension LOWDOWN so to ensure it is compliant with the brand I have created a few branding diagrams so better my understanding of ASOS. From the Brand Identity Prism and Onion is is clear that being a global online hub is key when analysing ASOS. I think this is positive as LOWDOWN will assist with the aim at the heart of the brand. In terms of personality it is key to note that young, cool, daring and fun nature of the brand when proposing any content for the app. The culture and relationship areas are also worth noting as can be applied to the app. The reflection is also something to be considered and followed through to the app.

Brand Identity Prism

Brand Onion

CBBE Model

Keller K.L (2003) Brand equity model can help to understand the factors that influence the strength of a brand. When these are understood they can assist in effectively and successfully launching a new product. When taking the resonance section of the pyramid into account the community and engagement sections when applied to specifically to ASOS Menswear are not as applicable.

Kapferer, J.N (1992), Strategic brand management: new approached to creating and evaluating brand equity. Kogan Page, London, UK

Keller, K.L. (2003) 'Strategic Brand Management,' New Jersey: Prentice Hall – CBBE Pyramid

ASOS Logo History

Just a quick post from me today - I'm looking at the ASOS Logo and how it has changed since the company began.

It was originally this one below

It then changed to this one

Originally ASOS was known as As Seen on Screen. Focused and branded around the idea you could get the same outfit spotted on celebrities. They however moved away from this and are now known purely as ASOS.

The tag line changed from ‘The online fashion store’ to ‘Discover Fashion online’. This coincided with the launch of Fashion Finder where you can make Fashion and outfit boards/looks using items from any website ie rivals Topshop. The mantra behind this was that the ASOS customer would go elsewhere anyway so why not allow them to view what else is out there all from the ASOS site to encourage them to come back and use ASOS to plan their outfits and looks.

The newer version looks much stronger, they have removed the .com from the logo and the text is now in lower case which gives it a much more casual feel to it

ASOS - Brief History

Who are ASOS?

History - below is the history time time taken from the ASOS Website. It's a really good year by year breakdown which will quickly get you up to speed with who ASOS are and what they offer.

Their mobile site was launched back in 2010 and iPhone and iPad device shortly after in 2011. Its interesting to note though that the Android App wasn't launched until recently so a good 2 year gap. Considering the huge market that android represents this was obviously a necessary decision that in hindsight perhaps should have been considered sooner!

http://www.asosplc.com/our-story.aspx - accessed 21/11/13

2012

Retail sales: 49% to £481.6m

Gross profit: £252m / Profit: + 45% to £41.8m / Active customers: 5m

When we said we wanted to be "truly global", we meant it. In the year when we took over as the number one most visited fashion website in the world, per day, by 18-34 year olds, we opened our first international offices - and we have plans for more.
Launch of our Russian language site - adding to our UK, US, Australian, German, French, Spanish and Italian language specific sites	Opened first international office in Sydney (Australia).

2011

Retail sales: +58% to £324.1m

Gross profit: £131.7m / Profit: +41% to £28.6m

Active customers: 3.2m

We went multi-channel, multi-lingual and 100% screen agnostic. ASOS also joined forces with social networks as international sales soared by 142%.	ASOS iPhone and iPad apps – shop for fashion from your mobile device.
ASOS’s tailored websites for Australian, Italian and Spanish customers go live	ASOS Fashion Finder site goes live giving would-be fashion editors a spiritual home

2010

Retail sales: +38% to £205.5m

Gross profit: £93.1m / Profit: +44% to £20.3m

Active customers: 1.6m

In a bold move which our customers loved, we introduced free shipping on all UK orders, whilst ASOS Marketplace opened a new world to our customers.	Customers in France, Germany and USA got country-specific websites
ASOS Marketplace brings second-hand fashion and start-up labels to our shoppers	Free delivery introduced for all UK orders (with paying options for special delivery) We launch ASOS mobile, a version of the site for your phone

2009

Retail sales: +108% to £149.3m

Gross profit: £71.7m / Profit: +93% to £14.1m

Active customers: 1.2m

The year ASOS went ‘designer’. Amid record sales and profit we rapidly expanded our ASOS-label and special collections, and gave shoppers the option to go ‘Premier’.	Designer Brands at ASOS launches with a new range of high-end labels
ASOS Life, our community forum, launches and becomes a new social networking hub	The first year of ASOS Premier, offering unlimited free next-day delivery ASOS Maternity and ASOS Black labels hit the market

2008

Retail sales: +90% to £71.7m

Gross profit: £37.3m / Profit: +117% to £7.3m

Active customers: 0.9m

ASOS takes off. In 2008, our retail sales jumped 90% while profits leapt 117%. Retail Week rewarded our success with their ‘Online Retailer of the Year’ award.	We take over a 158,250 sq ft warehouse in Hemel Hempstead
We open the ASOS Outlet store selling last season’s brands at 70% off	ASOS Magazine goes from 5 to 11 issues a year

2007

Retail sales: +111% to 37.7m

Gross profit: £18.1m / Profit: +144% to £3.4m

Active customers: 0.4m

Our staff numbers jumped from 128 to 210 and ASOS moved to new headquarters in Camden, north London. Meanwhile, ASOS Magazine hit the presses as ASOS own-label for men arrived.	ASOS Magazine launches, with 400,000 copies to customers a month
ASOS own-label for Men arrives

2006

Retail sales: +32% to £17.8m

Gross profit: £8.8m / Profit: +61% to £1.4m

Active customers: 0.3m

We showed our resilience when we bounced back after our only warehouse was damaged by a fuel explosion. Online shopping worldwide got serious with forecasts for huge growth.	Buying and merchandising teams double in size.
We’re the first UK fashion retailer to launch a moving images ‘catwalk’	Big brands like Diesel and Firetrap join asos.com

2005

Retail sales: +82% to £12.8m

Gross profit: £6.6m / Profit: +240% to £0.9m

Boosting our range of items from 500 to 1,800 paid off as we hit 1m unique visitors for the first time. Sales of ASOS jumped 82% with group profits (before tax) soaring 240%.	We launch ASOS Beauty
Buncefield fuel depot explosion in December closes the business for six weeks

2004-2003

Retail sales: £8.3m

Gross profit: £4.5m / Profit: £528k

As Seen on Screen’ became ASOS.com Ltd – and loss-making days were firmly over as the business soared into profit. ASOS’s first own-label collection landed.	ASOS’s first own-label collection for women was introduced
First year in profit for ASOS

2002-2000

Retail sales: £3.6m

Gross profit: £2.2m / Profit: £1.7m

Nick Robertson and Quentin Griffiths formally founded As Seen On Screen Ltd in June 2000.	ASOS launched on the London Stock Exchange’s alternative investment market (AIM).