STP and the digital consumer

I.STP

1. Segmentation

Demographic:

-Age: Primarily 16–34 years old.

-Gender: Male and Female (with some focus on gender-neutral fashion)

-Income: Middle-income consumers who seek fashion-forward styles at affordable p-rices

-Geography: Global (UK, Europe, US, Australia, and other international markets)

ASOS PLC. (2023). Annual Report and Accounts 2023. Retrieved from https://www.asosplc.com/investors/reports-and-presentations/
Mintel. (2023). Online Fashion Retail – UK Market Report. Retrieved from https://www.mintel.com
Statista. (2023). ASOS: Key Demographic and Market Data. Retrieved from https://www.statista.com

2. Targeting

-Primary target market:

Young adults aged 20–30, fashion-conscious, digitally native

Follow social media trends and are influenced by online communities

-Secondary segments:

Teens (16–19) beginning to engage in fashion

Millennials in their early 30s looking for stylish yet professional outfits

Customers interested in ethical and sustainable fashion (via ASOS Eco Edit and circular fashion initiatives)

ASOS. (n.d.). Our Purpose and Values. Retrieved from https://www.asosplc.com/our-company/our-purpose-and-values/
Smith, C. (2022, May 10). How ASOS Became a Gen Z Fashion Powerhouse. Forbes. Retrieved from https://www.forbes.com
*Johnson, M. (2021). The Digital-First Fashion Retail Model. Harvard Business Review. Retrieved from https://hbr.org*

3. Positioning

-Value proposition:

“Discover fashion online” – a huge variety of trend-driven fashion and beauty products

Emphasis on fast fashion, sustainability, and expressive style

Seamless digital experience with strong logistics and easy returns

-Competitive positioning:

Competes with Zara, H&M, Boohoo, PrettyLittleThing, and SHEIN, but differentiates through curated fashion edits, celebrity/influencer collaborations, and a better user experience.

*McKinsey & Company. (2023). The State of Fashion 2023: E-Commerce. Retrieved from https://www.mckinsey.com*
Retail Gazette. (2023, June 15). ASOS’s Strategy to Overcome Market Challenges. Retrieved from https://www.retailgazette.co.uk

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