{"id":461,"date":"2022-04-05T10:20:15","date_gmt":"2022-04-05T09:20:15","guid":{"rendered":"https:\/\/www.mub.eps.manchester.ac.uk\/fbt-test\/?page_id=461"},"modified":"2025-01-02T14:03:39","modified_gmt":"2025-01-02T14:03:39","slug":"fashion-project-french-connection","status":"publish","type":"page","link":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-french-connection\/","title":{"rendered":"Fashion Project: Revolutionising ASOS: A Strategic Brand Evolution"},"content":{"rendered":"
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All information presented here is the students opinions based on answering a particular brief.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Team Members:<\/span><\/h4>\n

Alice Bailey
\nCharlotte Clay
\nCharlotte Ettrick
\nInes Kenwood
\nMilah Stott<\/strong><\/span><\/div>\n<\/div>\n<\/div>\n

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Keywords<\/span><\/h4>\n
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  • Refocus<\/strong><\/li>\n
  • Innovative<\/strong><\/li>\n
  • Considered<\/strong><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n
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    Summary<\/span><\/h4>\n

    In previous years, ASOS were renowned for their effective e-commerce model. They were one of the first fashion brands to capitalise on celebrity and influencer culture. \u2019As Seen On Screen\u2019 (ASOS) successfully emulated a-list looks and made them accessible for the mass market.<\/p>\n

    However, the brand have lost desirability due to a confusing product offering and a gap between new consumer motivations and brand operations.<\/p>\n

    The strategic brand development report details a proposed new mission statement of: \u201cEmpowering style. Enhancing sustainability. ASOS: Where trends meet responsibility, setting the standard as the number one choice for fashion-loving Gen-Z.\u201d (Authors Own, 2024).\n<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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