Consumer Behavior Analysis: ASOS Circular Fashion Collection Poster

This assignment is a digital poster presentation analyzing the launch of ASOS's Circular Fashion Collection. It examines the brand's positioning as an affordable, trendy, and sustainable option for both men and women. The presentation identifies the target consumer segments as young adults with a high-income level who are tech-savvy. It explores the importance of understanding customer needs and preferences for attracting a larger customer base. Furthermore, the presentation suggests the use of various marketing campaigns and social media platforms to increase brand awareness and drive sales. The assignment also recommends supporting a charity for young people to align with the brand's values and target audience. The presentation concludes with a focus on the significance of consumer behavior in shaping marketing strategies.

Business and Buyer Behavior
INTRODUCTION
A business can be defined as an entity
that is engaged in various
commercial, professionals as well as
industrial activities. the primary goal
of a business is to generate profits and
sell products that satisfy the needs of
the customers. Different customers
have different buying behaviors and
this poster is based on Asos.
CONSUMER SEGMENTS
Asos plc is a British retailer of
cosmetic company that is based in
London and is one of the leading
retailers of the country. The company
has decided to launch the new
Circular Fashion Collection. The
customer segments of the same will
include young adults, both male as
well as female. This is because these
segments are always on the lookout
for new and trendy options. The
customers in the target segment will
have high income level.
CONCLUSION
From the above analysis, it can be
concluded that it is important for
organizations to understand the needs
as well as preferences of the
customers. This helps in attracting a
greater number of customers.
The new brand will be positioned as
an affordable brand that will offer
trendy clothing products for both men
as well as women. Also, the brand
will ensure that the materials used to
manufacture the apparels are zero
waste, versatile and durable.
New Brand CommunicationPOSITIONING MAP
Charity for Support
It is recommended that the new brand
should be communicated to the
customers through different
marketing campaigns. Various social
media platforms can also be used in
order to generate awareness and
attract a greater number of potential
customers to make a purchase. This is
because the target market is tech-
savvy, which means that they have
access to new technology and a fast
internet.
A charity for young people should be
selected and this will fit with Asos
Circular Fashion as well as the target
audience because the brand is for the
young adults. Hence, the children at
the charity will be provided support.
This will be beneficial for the
respective brand as it will help in
promotions.
REFERENCES
Gauns, K. K. and et.al., 2018. Impact of
celebrity endorsement on consumer
buying behaviour in the state of Goa.
IIM Kozhikode society & management
review. 7(1). pp.45-58.
Sangroya, D. and Nayak, J. K., 2017.
Factors influencing buying behaviour of
green energy consumer. Journal of
Cleaner Production. 151. pp.393-405.