ASOS Male App - Primary Research

Over the last couple weeks I have begun to plan my primary research.

I have initially created a questionnaire to be posted out via social media and hopefully completed by Males to give me a better insight to what content they would most like to read on the app. I will be collating all the results and creating tables to be included in the report.

The Questionaire

 https://docs.google.com/forms/d/1t-mabFHKyooWXCfaPXbIlARm3QfOkO57fwQxTJg25Vw/viewform

Menswear App Survey

*Required

Are you Male or Female? *


•  Male
•  Female


How old are you?


•  15-20
•  20-24
•  25-30
•  30+


Do you have a smart phone and or a tablet?


•  Smart Phone
•  Tablet
•  Both


Do you use apps?


•  Yes
•  No


Do you have an IOS or Android supported phone/tablet?


•  IOS (apple)
•  Adroid


What is your favourite app? *


If ASOS had a free dedicated Menswear app would you download it? *


•  Yes
•  No


What content would you be interested in on an ASOS Menswear app? (Select as many as you wish)


•  Fashion
•  TV/Movies
•  Music
•  Gigs and Festivals
•  Male Bloggers
•  Food/Dinning
•  Sport
•  Gaming
•  Fitness
•  News
•  Dating
•  Humour
•  Travel
•  Technology
•  Grooming
•  Tattoos
•  Celebrity

Never submit passwords through Google Forms.

To try and get at much response as possible I have posted the link to the questionaire on my Facebook and Twitter pages. This was really useful and the majority of the responses were obtained in this way!




I also put the questionnaire on a Mens section of a style fourm to see if there was any feedback around it. At the moment there has been no feedback at all but I shall keep an eye on it!



Interviews

Below shows the 3 interview with the 3 ASOS staff members.


From the interviews the main things to come out of them were that the 3 ASOS staff members were positive about the idea of the Menswear app being launched. The brand personality and tone of voice were highlighted as key things to be considered when launching the app. The content suggestion and musical start 'James Blake' interview were really helpful too and something that I will look to carry through for the content plan.

LOGO FOCUS GROUP

Today I held a mini focus group around my desk at work to help narrow down the logos from the final ones shown in the presentation slides. Luke, Jack and DJ were really helpful and had lots of feedback around the Logos. The initial ones they voiced weren't stand out enough and may get lost amongst any background designs. We ran wit the typewriter effect in some of the earlier logo designs and then after some quick amendments and developments came up with the final logo used. With vintage and old school text being used more in culture at the moment such a 'Broadwalk Empire' and the 'Great Gatsby' it seems fitting, current and relevant. Whilst at the same time being subtle.



Strategy Meeting - Nick R and Domonic

This week we had our end of year strategy meeting with presentations and details for next years plans. 
ASOS PLC (2013) The Fashion Destination [Online] Available athttp://www.asosplc.com/~/media/Files/A/ASOS/results-archive/pdf/fy-2013-presentation.pdf (Accessed 20/11/13)
Main themes to come out of the strategy meeting that I noted and are worth bearing in mind for the project are 

• The Magazine has 500,000 readers a month
• Fashion Up had 820,000 downloads in it's first year!
• 48 million units were sold last year alone - 138 thousand a day!
• 800 brands on ASOS at the moment.
• Men are more likely to use Youtube than women.

At the end of the strategy I was able to ask Nick Robertson (CEO) Dominic (Head of Strategy) and Ben Piears (Head of Menswear Content) a couple of questions quickly. I asked: 

If they felt that more focus was directed at Womenswear marketing and would Menswear be a focus for next year?

They agreed it was in years gone by and that the menswear marketing budget would be increased next year due to the large marketing budget. - This was a positive response and encouraging that there is budget available for LOWDOWN.

If they felt Men were at a disadvantage where ASOS Premier was concerned as there is no magazine or App available for men?

The disagreed with this as they believe a traditional print magazine would not be viable or relevant to the ASOS Male. They did however agree Premier was more sided with female customers in terms of benefits.

Would they consider launching and ASOS Blog/digital content app?

Nick said this is something Head of Menswear Stefano has been keen to do for a while, however it would need to be 100% right for the brand and customer and not just for the sake of it. It's not something they're against but the proposal would need to be spot on.

What is Menswears vision?

The same as womenswear - to be the number 1 online shopping destination for 20 somethings.

Describe the Menswear Brand in 4 words?

Accessible, Credible, Simple and Relevant

What is the ASOS Menswear Tone of voice?

Youthful, humorous, informative, masculine, credible, energetic, honest and relevant

Overall I feel the strategy meeting provided valuable insight into the brand and Menswear specifically. The fact that YouTube is popular amongst their male consumer will be noted when planning content as videos are clearly more appealing. The fact their vision is the same as womenswear is also key and LOWDOWN will need to full fill this vision and as Nick said it will need to be relevant and right and not just done for the sake of it!