Decoding one of the online fashion world’s biggest brands for a non-consumer audience
ASOS is one of the world’s biggest online fashion retailers. In 2017, 15.4 million consumers lived and breathed the brand: 20 million followers engage with its social channels every day.
But what makes ASOS so beloved, and so successful, wasn’t always understood by other audiences. From investors asking why they don’t have any physical shops, to the need to hire the very best technology and fashion talent, ASOS needed a corporate website that showed and explained what its success is built on – and why it's set to continue to go from strength to strength.
Services Provided
- Digital and content strategy
- Messaging and tone of voice
- Video
- Copywriting
- Web design & development
- Managed services
The challenge
Tell the ASOS Story without losing the interest of time-poor audiences
Speaking to several stakeholders at ASOS it was clear that the company’s ethos, history, and vision were not widely understood by corporate audiences. Added to this was a need to attract talent beyond fashion, and notably, in technology.
To bring the ASOS story to life, we showcased its role as a cutting-edge technology company with a history of innovation and breaking moulds.
The solution
Satisfying content explorers and information hunters
To understand the needs of the audiences we wanted to satisfy – and the teams who were currently inundated with requests and questions from them – we married data deep-dives and desk-based research with workshops and engagement. That meant everything from attending the Capital Markets Day to hear what analysts and investors were asking first hand, to running workshops and one-to-one interviews with representatives from a wide-range of internal teams.
The insights were invaluable. IR audiences wanted to know about logistics, sustainability and how digital development would keep ASOS at the forefront of fashion, and all audiences – internal and external – wanted visibility of the people behind ASOS, from senior management to those running social media channels. It was also clear that ASOS’s past and rapid growth were crucial to understanding its future, and that the consumer brand tone of voice needed to be adapted for corporate audiences. To meet the needs identified, five key areas were identified for development – content, visual language, messaging and tone of voice, functionality, and information architecture.
The outcome
Content and creative that audiences actually want
At the heart of the changes were the introduction of a new ASOS Story section and enhancement of the IR section. Crafted around the company’s journey, the ASOS Story brings together inspiring case studies, data and insights from people across the business to bring to life what it is that has made ASOS so successful, while illuminating where its future lies.
To complement the ASOS Story, the IR section was built out to provide the information we knew audiences wanted: from the business model and results summaries, to links and more in-depth information on sustainability activities. Digestible key facts, video content, cross-linking to stories and insights from ASOS people were all created to serve the needs of both time-poor audiences and those looking for more information, backed up by a new design that truly reflected the ASOS brand.
increase in time on site: 24% increase within the IR section
increase in page views across the IR section
views of ASOS Story: 11% of all site views
decrease in bounce rate