Detailed Analysis of Marketing Campaigns: Boohoo vs. ASOS

This report provides a detailed comparative analysis of the marketing campaigns employed by the online fashion retailers Boohoo and ASOS. It begins with an introduction to the significance of marketing in boosting sales and brand presence, followed by an overview of both companies. The report then examines specific marketing campaigns used by each company, including Boohoo's use of social media celebrities and music video streaming, and ASOS's 'Self-expression' and Instagram stories campaigns. The benefits associated with each campaign are discussed, followed by a comparative analysis to ascertain their effectiveness in improving sales and brand awareness. The conclusion summarizes the importance of marketing in the fashion industry, emphasizing the need for diverse strategies to persuade consumer buying behavior. The report references sources that support the findings and conclusions.

Marketing Campaign
Boohoo vs. ASOS

Introduction
Boohoo
ASOS
Two marketing campaign of Boohoo
Benefits associated with both marketing campaigns
Two marketing campaign of ASOS
Benefits associated with both marketing campaigns
Comparison to ascertain effectiveness
CONCLUSION
References
Content

Marketing is important activity for the purpose of improving
sales and presence of an organisation in market. This concept
has huge importance towards the success of an organisation
through attainment of competitive edge and persuading the
buying behaviour of consumers.
Marketing includes the activities related to spreading
awareness about products and offerings by the medium of
advertising over different platforms.
Introduction

Boohoo.com is a UK-based online design retailer, focused on 16 to 30
year olds. The business was established in 2006, and had deals in
FY2018 of nearly £580m. It spends significant time in own image
design dress, with more than 36,000 items. Boohoo was established
in 2006 by Mahmud Kamani and Carol Kane, who separately fill in
as gathering official administrator and an official executive and
recently provided high road chains, for example, Primark and New
Look.
Boohoo

ASOS plc is a British online style and restorative retailer. The
organization was established in 2000 in London, basically
focused on youthful grown-ups. The website sells more than
850 brands just as its own scope of garments and adornments,
and transmitted from boats to every one of the 196 nations
where prime satisfaction lies over UK, US and EU.
ASOS

Boohoo used the social media platform to boost the sales of
their clothing products. Here, 80million pound was
spending to made contract with social media celebrities for
promotion of their offerings at different channels.
Boohoo is the fast fashion online retailer that has spends
around £90 million on marketing campaign. This campaign
includes a music video feature that helps company in
increasing of its brand awareness about the product.
Two marketing campaign of Boohoo

This medium has dual benefits where it spread the awareness
among follower of both i.e. organisation and celebrity.
The another medium was used related to streaming of music
video. This method has direct influence over youth where they
will easily connect their styling with celebrities.
Benefits associated with both marketing
campaigns

ASOS launches “Self-expression” campaign that invites the
customers to explore each and every part of their personal identify
and style. Campaign was launched in US, UK, Italy, France, the
Sweden and Netherlands.
ASOS was founded in year 2000 and has become one of the best
known and multinational retailers. ASOS launches Instagram stories
campaign. In this campaign A 15-second sport was developed to
increase brand awareness among customers and in marketplace.
Two marketing campaign of ASOS

The medium of self-expression promotion has associated benefits like
ascertaining the trust of youth where they will easily connect with
organisation offerings on the basis of style want to carry on. This has
another benefit like persuading the buying behaviour of consumer for
the purpose of joining the campaign with some popular model.
The another medium used for the purpose of promotion was Instagram.
This has benefits like easily connect with target audience as they all
belong from the generation of Instagram. Also, this attached with
opportunity to promote at the expense low cost.
Benefits associated with both marketing
campaigns

Four different marketing campaigns were analysed used by the two
different organisations of the purpose of advertising their products and
improving sales.
Here, the two used by Boohoo includes celebrity endorsement and
music video streaming.
Both are costly in nature but able to provide the very positive results to
an organisation where help to improve the sales up to 48%. Also, large
number of benefits are associated with these methods that were gained
by an organisation.
Comparison to ascertain effectiveness

It has been concluded from the above report that marketing is
important for an organisation for the purpose of improving
sales and customer base. In this regard, the use of different
marketing campaigns with various strategies is must to adopt
as aid in improvement of awareness along with persuading
buying behaviour of consumers.
Conclusion

Boohoo splashes £80m on social media celebrities as sales soar. 2019. [Online]. Available through
<https://www.telegraph.co.uk/business/2019/04/24/boohoo-splashes-80m-social-media-celebrities-
sales-soar/>
Boohoo’s £90 on social marketing spend pays off. 2020. [Online]. Available through
<https://www.thetimes.co.uk/article/boohoo-s-90m-marketing-spend-pays-off-kzpg9v9rm>
How ASOS used Instagram to boost recall and awareness. 2020. [Online]. Available through <
https://webcache.googleusercontent.com/search?q=cache:0CROYzTGUBwJ:https://
www.marketingweek.com/asos-instagram-advertising/+&cd=15&hl=en&ct=clnk&gl=in>
ASOS launches Self-expression campaign. 2018. [Online]. Available through
<https://fashionunited.uk/news/fashion/asos-launches-self-expression-campaign/2018092039034>
References