T E A M

A N D
D O I N G
Our team name is X-Dream.
"X" -- Mean as a mysterious
-- means Me that a Japanese katakana character
-- Collaboration
This brief is go through the aspects of economics, political, society and technology with-
in the market and consumer research to fnd the new trends which can be developed in
the future. Continuation of the stage on one research that through to implementation.
And based the trend to creative recommendations for a brand.
In nowadays society, with the development of industrialization and the advance-
ment of material civilization, the earth for the subsistence of mankind sufers more
and more severe environmental pollution, and peoples subsistence also sufers se-
rious threats (Fraj and Martinez, 2006). Therefore, environmental protection issue
has become the focus of peoples concern. Nowadays, with increasing severity of
environmental pollution and ferce market competition, how can clothing enter-
prises closely follow the pace of the era and remain invincible? Starting from fash-
ion retailer-ASOS, which acquired success from the Internet, this paper shall explore
the road of developing and designing environmental-friendly ideas for brand.
Siyan Zhou
T2216416
Yujia Huang
T2220047
B
STAGE TWO
IMPLEMENTATION
Trend and brand choice:
-How this trend value for ASOS
-Brand identity in ECO trend
What happen in the next fve years?
Eco life style three theme
-DISCOVER
-GO BACK/WOOD
-ENJOYMENT GREEN
01
03
P01
P14
B
STAGE TWO
IMPLEMENTATION
Consumer Profles
02
04
Conclusion
P10
P25
01
Depends on our research, we will creative ECO future trend with
high street brand ASOS.
01
01
In Part 1, our group made research collection, and selected 3 macroscopic trends:
technology, eco, and multi-culture; and conducted analysis on customer base. In
this research, we selected primary research to conduct interview, and question-
naire was selected as mixed data. We through those trends to fnd the recommen-
dations can be used in the high street brand, and then we considered above all
ideas that we emerged almost around the life style, as such as; sport, fresh shop-
ping experience and technology using the daily our life, and we think that will be
efect high street retailers. And then, we found all the ideas can be relevant with
the ECO trend when we mix all the ideas together. So, we decided to choose the
ECO trend for High street brand.
02
01
The Trend
The Brand
Choice
ASOS, which is a website which featured on encouraged people shop online are
composed of self-brand and other brands, and they consumers are very youthful.
It is interesting that they just have online shop not retail stores, because of this
aspect that we think they has been save a lot of material of retail store, and they
also do a sustainable business for product and service. So, ECO trend will be a good
choice and the future trend for them.
eco
03
How this trend value for
ASOS
According to the stage one research, Eco tend could be a big fashion trend in the
future, and ASOS also do a sustainable business which is not too much people know
it. So this trend is match they business plan and re-build a new brand identity into
the marketing again.
04
As the biggest online fashion retailer in UK, ASOS also has its specialized websites
in other countries. Paying attention to online sales, ofering the latest and most
fashionable clothing and accessories is the concept of ASOS. As per the data of
Forrester Research (2008), B2C business in UK is more developed than other
countries and more rapid in development. ASOS (2008) promoted as seen on
screen, it means that consumers can be dressed up as a celebrity via purchas-
ing products on Asos.com. Celebrity efect has attracted millions of consumers
to purchase its products. In 2009, its sales had reached GBP 81 million pounds.
Nick Robertson (the Executive Manager of Asos) expressed that customers can
fnd out the style of clothing wore by celebrities that they favor, such as new
style apparel wore by Kate Moss. Fashion media such as InStyle and Marie
Claire reported that Asos.com ushers in fashion trend, and it is the most en-
chanting online fashion store. Mintel (2009b) found that Asos.com is expanding
their product scope to attract more customers, and it is one of the main develop-
ment trends in retail industry. As one important component of overall business
strategy, E-commerce marketing has multiple advantages and potential devel-
opment spaces, such as no time limitation and high interaction (Negen&Negen
2007). The success of online fashion industry is generally concentrated in two
points. One is E-commerce marketing of fashion companies; the other is the
requirement of customers in online purchasing. Confronting the challenges of
John Lewis, Zara, H&M and Gap, ASOS expanded self advantages and launched
an initiative in opening the market of environmental-friendly clothing. Top fash-
ion brands such as Calvin Klein have started promoting eco-friendly collections
several in recent years. And this action is afecting young consumers consump-
tion behavior (Vartan, 2008).
A
05
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06
Establishing environmental-friendly marketing concept. Environmental-friendly marketing has become
the theme of marketing. Confronting with the strengthening of consumers environmental-friendly con-
sumption consciousness and environmental-friendly legislation work of various countries in the world,
enterprises have no other choices except actively developing green marketing (Vlosky, R.P., Ozanne, L.K.
and Fontenot, R.J., 1999). The development of environmental-friendly marketing cannot only established
excellent corporate image and strengthen market competitive power of enterprises, but also enable
enterprises to acquire considerable economic beneft due to peoples enormous favor to environmen-
tal-friendly products. So, this trend will be relevant to ASOS sustainable business, and also can encourag-
ing the promotion trend for their business vines.
<
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07
asos
08
Brand Identity
The eco trend for ASOS wants to present kind of health eco Life style
attitude, and this idea is concept of positive and hedonism, that man
and nature and encourages environmentalism among people.
eco
09
02
Younger who is personality and love to enjoy the life.
10
02
11
02
The
Consumer
Profles
Summary that result, use the words to present ASOS original consumer group are:
Youthful
Vitality
Diversity
Casual
Fashion
Personality
And our consumer identity about ECO for ASOS is:
POSTIVE
ENERGY
Simple
Youth
Fashion
Personality
A
ccording to our questionnaire, consumer who has browsed ASOS
website is between 18 years and 30 years, among that, 18 year to 24
years is the main parts (more than 80%), and ASOS said they most con-
sumer aged twenty-something. About the spare time, participants almost
like to shop, online, travel and sport, and have 76.92% of those people do
exercise regularly. And they like to read magazine about fashion, life style
and food. They like to wearing fashion, casual and personality style, and
thought ASOS is a youthful vitality and diversity brand.
12
YOUTH
PERSONALITY
SIMPLE
POSTIVE
FASHION
ENERGY
It follows that, the consumer group for our idea is similar with ASOS origi-
nal consumer group, but those people more like to touch the nature, for ex-
ample they will prefer to running outside not the gym. So, consumer group
of our strategy recommendation those are younger who is personality and
love to enjoy the life.
13
03
Three themes for ASOS future: discove, goback/wood and enjoy-
ment green. What happen in the next fve years?
14
Go back/
Woody
Go Back/Woody
Listen to the nature/ Feel the nature
E
very few seasons, all kinds of popular
element will show on the street, but
do not have any trend as such as "vintage",
itself has become a popular and enduring.
So, why we cannot go back to more early,
and back to original to heart about nature.
This idea is for listen to the nature and living
with nature.
ASOS have a plan called the sustainable
clothing action plan (SCAP) is led by WRAP,
the not-for-proft recycling and waste or-
ganisation, SCAP aims to make clothing
production less wasteful, reducing carbon
and water footprints. Although, they have
sustainable sourcing masterclasses and
sustainable materials the ASOS sustainable
fashion team holds classes throughout the
year for their buyers, designers, press and
marketing staf.
So, this is a new theme about The Green
Room that can use preserving craftsman-
ship and artisanal skills and sustainable
materials, make all product represents that
nature elements that we sell that have a
contribution to social or environmental
beneft.
Elements of this theme is:
Nature colour
Nature material
Original craftsmanship and artisanal skills
15
Nowadays, environmen-
tal-friendly clothing materials
are in wide varieties, mainly
including the followings:
colored cotton: it is one unique
colored cotton cultivated by
crossbreeding colored wild cot-
ton with common white cotton,
and applying genetic engineer-
ing technology.
Soybean protein fber: be-
longing to regenerative plant
protein fber. It takes soybean
meal after pressing oil as raw
material, extracting globulin
in soybean meal utilizing bioen-
gineering technology; by add-
ing functional auxiliaries, and
stem grafting, copolymerization
and compounding with high
polymers such as cyan and alkyl,
certain concentration protein
spinning solution can be made,
changing three-dimensional
structure of protein (Chen and
Burns, 2006). It is made via wet
spinning. Its production process
has no pollution to environ-
ment, air, human body, soil and
water quality, etc. Fabrics knit-
ted by such fber has cashmere
like hand feeling, silk like gentle
luster, hygroscopicity, wet per-
meability, wearing comfort and
woolen heat retention property
(Kim, H. and Damhorst, M.R.,
1998).
Milk fber: the raw material is
extracted from milk meal after
liquid milk is made into dairy
products, making milk flament
or short fber after a series of
processing. Such fabric has
light, soft and smooth texture.
Bamboo fber: it is the natural
cellulosic fber, processed after
hydrolization and extraction
into pulp taking bamboo as raw
material.
Corn fber: one pure natu-
ral fber extracted from raw
material of corn. It has unique
elasticity, can resist chlorine
and ultraviolet ray and not be
infuenced by bleaching. In
16
addition, it has silk like luster, good resilience, wrinkle resistance, and anti-pil-
ing tendency (Chen and Burns, 2006).
And accessories use very original craftsmanship and artisanal skills, not the mod-
ern elements, like metal and plastic.
With the development of society and the strengthening of peoples environ-
mental-protection consciousness, people more and more favor environmen-
tal-friendly clothing. Research on environmental-friendly clothing material and
new environmental-friendly processing technology shall be a hotspot in future.
ASOS should closely follow the pace of the era, strengthen environmental-friend-
ly concept, emphasize on the development of environmental-friendly clothing
material, apply advanced equipments to develop new environmental-friendly
processing technology, and produce environmental-friendly clothing satisfactory
to consumers, then it can thrive in future clothing industry.
17
DISCOVER
Natural element
Into the depths of nature
B
uilding a brand image, eco is not necessarily uninteresting. It is vivid and
positive brand attitude. Environmentally friendly products are not neces-
sarily monotonous, can also have colors, back to nature, to fnd the color of
nature. Away from the hubbub, to establish a healthy attitude to life, explore
nature, have a good experience. More close with friends and family. Explore
the mysteries of nature.
Vibrant and prominent personality, which to provide consumers with nat-
ural element of life. For a variety of popular elements deconstruction and
digestion, form a natural, pure, distinctive product image.
DISCOVER
18
N
atural elements is a philosophy of life proposition, is a product directional brand. Do not
complicated, not noisy, advocates minimalism. Brand concept, using excellent material,
simple form, weakening purifcation colors, providing efective functioning of the diverse pop-
ular elements deconstruction and digestion, forming a natural, pure, clear image of the prod-
uct.
It is a rough texture, compared with exquisite, full of natural, rough, without embellishment,
almost primitive beauty. Eruption of youth be energy and fresh vitality. It refects the life quali-
ty on another level, threw into, unreservedly love, rustic, simplicity, respect for nature, into the
depths of nature.
NATURE
19
Enjoyment
Green
Enjoyment
Green
When the mention about ECO topic, that people will automatic to think
about is a serious and big issue. However, Eco trend can be a very funny
and enjoy the life with a tiny thing. And now, how to protect the environ-
ment it is a problem as everyone was looking at, much company has been
launch ECO friendly product that with idea of enjoys the eco life. " Enjoy-
ment Green" is a form of the future, and this trend is a combination of mys-
terious, hedonism, and the concept of sustainable development. Therefore,
ECO trend for ASOS can be become too creative to make consumer have a
fun and enjoy it, and let consumer can take part of protect the environment.
In order to make the consumer enjoy the ECO trend for ASOS, we thought
idea of " enjoyment Green" that is very important to make consumer to see
and experience it as well.
Create/ Hedonism
20
This idea is using disappear paper gift card with QR code which
is the combination of eco concept and technology trend. It aims
to embed a new life to the gift card, changes the traditional raw
material of gift card and saves paper and plastic, which might does
harm to the environment. Because sometimes people might forget
use it, or be afraid of drop it, even throw it away after using it. At
the same time, consumer can get interesting shopping experience
with ASOS through using the new gift cards, and this promotional
strategy can also be used as social media platform, for example,
the ASOS APP.
The Operational process is:
New Life
for The
Gift Card
21
1.
Go to the ASOS online
website and set up
the gift card
information
what
consumer
liked.
2.
Finish the
buying process
on the website,
ASOS will post the
gift card to you or your
friend.
3.
And then, you will get gift
card by a disappear
paper with
QR code.
4.
You can
use your
phone to scan
the QR code or
type the number enter
in your ASOS website
account, and then all the
gift information will saving in
your own ASOS account.
5.
After that, all the voucher
information will stay in
your account wait for
use. And you don
not need to keep
the card and
afraid to
lose
it.
6.
And you
can try to
experience interest
of disappear water
paper. NOW!!!
22
A
SOS already do reducing paper con-
sumption, and they said: All of the
paper we use comes from suppliers certifed
as sustainable by the Forest Stewardship
Council (FSC).
Consumer print the return sheet by them-
selves
ASOS must be put the return sheet in each
deliver, it is very nice behavior for consumer
but it is a huge number of paper consump-
tion. And we have done a questionnaire to
know whether that is really necessary. As a
result, just have 18.52% consumer always
use the return sheet and 30% consumer
hardly and never use it, thus, it is not neces-
sary for consumers.
We suggest that can put the return sheet
into the consumer account. When consum-
er but the product, ASOS will automatically
generate a product return sheet with the or-
der selection in the consumer account. They
can print by themself if they really want to
return the product. At the same time, this
way also can reduce the quantity of return.
Save paper
Environmental-friendly
packaging
23
E
nvironmental-friendly packaging is be-
coming the conspicuous and feasible
link in environmental-friendly marketing.
As product packaging occupies large
amounts of materials, pollutes natural envi-
ronment, or damages human health, and
lots of non-recyclable packing materials
are contaminable and wasting, the impor-
tance of promoting environmental-friendly
packaging increases with each passing day
(Goldsmith, R., Heitmeyer, J. and Freiden,
J. 1991). Moreover, as product supplemen-
tary element of most outward manifesta-
tion, environmental-friendly packaging can
undoubtedly most directly convey envi-
ronmental-friendly information to consum-
ers, and establish environmental-friendly
product image in the minds of the public.
Therefore, environmental-friendly packaging
undoubtedly has major signifcance to the
smooth implementation of green marketing.
Environmental-friendly packaging is mainly
represented in: reducing packing materials
of products (such as reducing the thickness
and number of layers of packing materials);
utilizing packing materials that can be used
repeatedly; reducing packing materials
made by degradable materials, etc.
Lighter the weight of the
plastic bag
Making delivery boxes out of
100% recycled materials
24
In the next fve years, eco trend will continue be a big project.
And that ASOS pick eco trend can present a good social efect and
brand image, also through service, product and experience to build
a obviously brand identity, and strong self style product series in
the green room. At the same times, some recommendation can
direct get business beneft for ASOS, like return sheet.
So, we thought ASOS would get good future on the way of eco
trend in the next fve years.
Conclusion
25