ASOS doubles Topshop/Topman offer, launches international campaign
ASOS launches a new campaign from Monday to mark a wider range of Topshop/Topman products available on site following its purchase of the two brands after the Arcadia failure.
Topshop and Topman were already a major presence on ASOS but now that it owns the labels, they’re likely to make an even bigger impact there.
The new multi-million-pound campaign is targeted at Topshop and Topman customers, and lets them know “that they can shop their favourite brands on ASOS following their acquisition at the start of the month”.
The campaign will exist on social channels, running across YouTube, TikTok, Snapchat, Facebook and Instagram for two weeks. It aims to drive awareness in the key markets of the UK, US and Germany.
The promotional support coincides with the first major drops of new product from the brands on ASOS since the purchase and “marks the first moment that customers will be able to access a wider range of items on the ASOS platform”. The company said that available product has already doubled since early February, “with plans in place to double it again over the next few weeks”.
The e-tail giant’s Chief Commercial Officer José Antonio Ramos said: “Topshop and Topman were well-established, strong-performing brands on ASOS prior to the acquisition, and we know our customers loved them. Their integration with ASOS is going well, and our long-term plans to revitalise the brands and inject new life into them will translate into more new, exciting and fashion-led products launching in the months ahead.”
The company doesn't seem to feel the need to focus on full-price for now. Alongside activations and new customer discount codes in the UK and Germany, ASOS will be running 25%-off promotions for each of the brands across Europe, Australia and the US on Monday and Tuesday, “as a way of welcoming new and returning customers and inviting them to re-experience the brands”.
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