Discussion

2. Target audience and consumer insights

Instagram: With 11M+ followers, ASOS uses influencer collaborations (e.g., ASOS Insiders) and UGC (user-generated content) via #AsSeenOnMe to drive engagement

Core message

Fashion Without Rules" (Self-Expression & Inclusivity)

Key S-D Logic Concepts and Application to ASOS

Map the Customer Journey

Gather CX Data

Identify Co-Creation Opportunities

Analyze the Service Ecosystem

Evaluate Experience Quality

2. Target audience and consumer insights

Core Target Audience

ASOS primarily serves Gen Z and Millennials, with a focus on fashion-forward, digitally native shoppers who value affordability, trends, and self-expression.

Demographics:

Age: 18–34 (75% of customers)
- Gen Z (18–26): Largest segment, drives trends via social media.
- Millennials (27–34): Higher spending power, buys workwear & occasion wear.
Gender: 65% female, 35% male (expanding gender-neutral offerings).

3. Consumer Insights & Behavior

Demand for Inclusivity
- Extended sizing (4–30): 25% of sales from ASOS Curve/Petite/Tall.
- Diverse representation: 70% of models are non-sample size or POC.

2. Hybrid Shopping

- Virtual try-ons: Reduce returns (pilot reduced sizing returns by 15%).

- Live shopping: Interactive streams boost conversion by 20%.

Audience: ASOS primarily serves Gen Z and Millennials, focusing

4.Key channels

Social Commerce Dominance
- 60% discover products via TikTok/Instagram Reels.
- ASOS leverages influencer collabs (e.g., #AsSeenOnMe).

Best-performing digital channels

Instagram: With 11M+ followers, ASOS uses influencer collaborations (e.g., ASOS Insiders) and UGC (user-generated content) via #AsSeenOnMe to drive engagement

Least-performing digital channels

Email Marketing:

While email drives 10% of sales, its impact is limited by:
- Overuse of discount-focused campaigns erodes brand value
- Low engagement with non-promotional content (e.g., ASOS Magazine)

Core message

Fashion Without Rules" (Self-Expression & Inclusivity)

Key Messaging:
- "Be You. No Matter What." – Encourages individuality beyond gender, size, or trends.
- "This is a judgement-free zone." (YouTube bio) – Promotes body positivity and diversit

5. Tone of Voice

Fashion Without Rules" (Self-Expression & Inclusivity)

Key Messaging:
- "Be You. No Matter What." – Encourages individuality beyond gender, size, or trends.
- "This is a judgment-free zone." (YouTube bio) – Promotes body positivity and diversity.

Key S-D Logic Concepts and Application to ASOS

Map the Customer Journey
Gather CX Data
Identify Co-Creation Opportunities
Analyze the Service Ecosystem
Evaluate Experience Quality

Analytical notes on the digital customer experience (CX)

User Interface (UI) & Usability

Seamless navigation, mobile responsiveness, aesthetic design = baseline expectation. Poor usability leads to bounce and abandonment.

Speed & Performance Load times and glitch-free experiences directly impact satisfaction and conversions.

Personalization, tailored content (e.g., style recommendations) increases engagement and reduces friction.

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