We’ve evolved enormously since we started in 2000 and, as we grow and move into new markets, it’s vital that we know what makes us different.
From August last year, we spent six months interviewing more than 1,000 staff about what we stand for and why ASOS is so special. We spoke to people in eight cities in three countries, ran 13 consumer focus groups, asked 25 consumers to fill in online diaries and interviewed 41 consumers face-to-face at home or in their favourite cafés. We also surveyed more than 3,000 20-somethings online from all over the world.
“A really clear brand purpose came out of it,” says Eve Williams, Brand Experience Director. “It’s to empower 20-somethings to look and feel their best so they can achieve amazing things.”
The resulting brand story now defines where we’re coming from, who we are, what we do and why we do it.
As for where we’re coming from, bravery has always been in our blood. We started to sell fashion online when most people said it couldn’t be done – and we proved that it could. And we’re still risk-takers – we back new trends, new brands and people we believe in.
So who are we? We’re creative and authentic to our core. We apply our creativity to everything we do, whether an embellishment on a dress or the way we develop new technology.
What we do is grow fresh talent and keep fashion moving forward. Nothing excites us more than spotting new trends or finding young talent.
And as for why we do it, it’s because we believe that fashion thrives on individuality and should be fun for everyone.
Knowing our brand story is vital to our business strategy. “Our brand story will help act as our filter for everything we do to help us stand out from the competition,” says Eve. “We’re an ecommerce platform that’s more than just a shop, so we need to stand out, especially in our international markets. We want to build a long-term sustainable brand that acquires customers and online advocates rather than just sales, so it’s important that we talk to our customers confidently about what we stand for and give them something to believe in.”