integrated social media marketing of asos/ topshop

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Added on 2020-01-07

integrated social media marketing of asos/ topshop

Added on 2020-01-07

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To examine the use of social media platforms in Asos/ Topshop to develop integratedmarketing

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Table of ContentsResearch Questions...........................................................................................................................4Literature Review.............................................................................................................................4Research Methodology...................................................................................................................14How Does the Research Differ?......................................................................................................17References & Bibliography............................................................................................................18

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INTRODUCTIONThe proposal will consider study into the use of social media among UK retailers tocreate an integrated platform for both the marketing and sale of products. The study willdevelop an understanding into how retailers Asos and Topshop have looked to integrate theironline presence, a study which will be both interesting from the perspective of the consumerand the changing process of buying a product, to study into the businesses themselves andhow they have benefitted from such development; development which can then be replicatedby others. With this, the study has benefits from both an academic perspective and a businessoutlook. In terms of retailers, the movement into an online selling platform has become apriority as more consumers use the Internet/ Mobile devices and the level of competitionincreases in the market. The main benefits to an online platform are that it allows the businessto reach a wider target audience at a lower cost to opening traditional bricks-and-mortarstores. At the same time, these consumers have access to the business 24/7, as opposed to theopening hours of the stores. Given developments in the media and the concept of ‘fast-fashion’ being able to advertise and sell your products anywhere at any time becomes a majordraw (Rigby, 2011). At the same time, social media has also quickly developed to being adaily routine for many consumers, prompting businesses to view such platforms as an outletfor information, customer service and marketing. Again the benefits are clear; 24/7 access forthe consumer, a greater audience and lower cost than traditional forms of advertising (Jiang etal, 2013). With this, some major UK retailers have moved to develop a linked platform,whereby consumers can interaction with the business on their social media platforms (i.e.Facebook, Twitter, and Instagram) before being linked directly to their online store. The UK apparel market could be noted as seeing a resurgence of demand as UKeconomic fundamentals improve, increasing consumer confidence and disposable income(CRR, 2015). With this, retail sales growth is expected to remain robust in the coming years,with the most recent statistics putting retails sales up 2.7% Y-O-Y (ONS, 2014). Online saleshave been the main driver, with statistics putting the rate of growth in the online space at10.1% Y-O-Y rate, showing the potential opportunities that still remain for businesses(Alliance News, 2014). Mason (2014) forecasts online sales to make up around 10% of totalconsumer spending within the UK, suggesting that there is still potential for future growth to

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be supported by more consumers choosing to shop online, a factor which will also besupported as online security and payment systems improve. RESEARCH QUESTIONSGiven the overview above, the research would aim to answer the following questions:How has the development of such platforms impacted on the buying habits ofconsumers?How has the UK apparel market taken advantage of developments within online salesand social media?Given developments in social platforms, what are the future opportunities for businessin regards to linking their social media with their online selling platforms?LITERATURE REVIEWAs mentioned above, the desire for retailer’s top move into social media and an onlineselling platform is justified by the potential to increase their customer base and sales at amuch lower cost than that associated with opening the traditional bricks-and-mortar stores.Social media itself has seen major development over the past years; linking consumers andbusiness together and allowing them interact with messages, pictures, links, likes etc. It hasevolved into a global scale to essentially connect the world together. From the beginnings ofMyspace and MSN, consumer demand led to the creation of Facebook, Instagram and Twitteramong others (Fosdick, 2012) (Evans, 2012).For example, if we take Kim Kardashian and her Twitter feed with 25.1Millionfollowers; the screen-shot below shows the impact that such has on the consumer, with thetweet providing the consumer with a direct link to buy the products seen in the picture:

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