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I chose to rebrand the UK online fashion and beauty retailer ASOS because they are relatively unknown in the US although they are very successful internationally.  The company was founded in 2000 and has since grown considerably since. The acronym stands for “As Seen On Screen.” ASOS is now UK’s largest online retailer carrying over 50,000 brands and available to customers all over the world including the US, France, Italy, Spain, and Australia. The company targets 18-34 year olds, men and women. They  specifically target the 18-24 year olds who live at home with no rent expenses and their disposable income  from a median salary of $15,000- $40,000 a year. They also have their own private label collection for men and women which includes shoes, accessories, lingerie, and apparel. The price points of the private label are $14-$700 so therefore they sell themselves as an affordable, trendy, and fashionable resource. They offer a 10% student discount which attracts the 18-25 customers and they often have sales up to 70% off. They attract 16.6 million unique visitors a month and as of June 30, 2012 have 8.7 million registered users and 4.7 active customers from 160 countries.

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I specifically want to rebrand their private label brand, ASOS Collection for the US market because I feel that it doesn’t have it’s own logo apart from the website’s logo. I would like ASOS’ private label to have a stronger personality similar to other brands on the website rather than just ASOS’ own designs. With a stronger logo it can be increase brand recognition like the rest of the brands they offer on their site. The ASOS Collection is sophisticated and fashion forward, similar to higher price point retailers like Zara and Topshop but ASOS offers similar styles at a lesser price. The  demand from US female consumers 18-24  for European style has been very high, explaining the success of the 2 retailers after their breakthrough into the US market.  Therefore, with a unique logo they have the potential to have mass appeal and popularity in the US market among 18-34 year olds with the advantage of offering something different as a UK brand.

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