Holly R.’s Post

I love this Holly R.! I'm not sure where in the super fun generational labelling you sit (because I honestly can't keep up with the millennials, t's, z's, mushrooms....🍄) I'm 35 - so that makes me a Millenial?? 🫠 But ASOS - actually used to do this...in fact it was called 'As Seen On Screen' - and you could go and search by your favourite actress (we didn't really have 'influencers' back then) and they'd pop up all the things you saw them wear on MTV hits etc.... This demonstrates that creativity can be totally cyclical....our needs and wants as a consumer rarely actually change, but merely go through an evolutionary cycle. Exploring this concept from an entrepreneurial perspective, strategies we can implement to tap into this cycle: ☎️ calling! Oh yes, now more than ever we see clients yearning to connect. As brilliant and marvellous as the digital world has become - the old fashion 'telephone call' is starting to make a come back. 🦸🏽♀️ The face behind the curtain...ok so this one isn't new but getting up close and personal as the founder/CEO gives your audience a great opportunity to connect with your brand on a deeper level. 🕰️ long-term....ouch, a term that definitely isn't giving 'dopamine hit' anymore. But being a long term product or service that someone can subscribe to and commit to breaks the pattern of 'here today gone tomorrow' that we're all so used to in 2024. Would love to know what 'vintage' ideas you're implementing in your biz right now. P.S I vividly remember being influenced by Britney Spears and buying 5 x Cosabella Thongs for £19 each on ASOS.com more than 20 years ago 🤯 what a world we live in 🌎 it was a BIG deal back then 🤣 P.P.S whatever happened to Cosabella?

Imagine this: a customer rocks an ASOS.com dress and shares it on Twitter, but the focus is on rude comments she got on Tinder. ASOS saw the tweet, and boom! Within a day, they made the customer the dress's new model on their website, even referencing Tinder in the announcement. -------------------------------- This is a fantastic example of reactive social media marketing in action: - Stay in the know: People share their experiences online, not just purchases. Track online conversations to find opportunities. - Be quick and bold: Social media is fast-paced. Don't be afraid to take smart risks to grab attention. -------------------------------- ASOS showed how to live their brand and turn a situation into a win. They boosted their reputation (and likely dress sales) with this clever move! P.S: Follow Ananya Vairavarajan for TOP 1% Marketing Intel :)

There are very few brands I always keep going back to. ASOS.com is one of them. Maybe it’s because it’s easy to find what I want. Or, maybe it’s because they know exactly when to remind me they exist. Probably both. Every few days, I get a nudge—styles similar to what I’ve saved, exclusive discounts, or a sale I shouldn’t miss. It’s intentional, and it works. Great brands make sure they are remembered. It’s about smart, data-driven engagement: relevance, consistency, and knowing when to show up. But not every brand gets this right. Many struggle with outdated systems that limit personalisation and slow them down. That’s why Composable CDPs (like what we’re building at Syntasa) are changing the game. Instead of rigid, one-size-fits-all platforms, we give brands the flexibility to activate their customer data on their own terms, leading to: ✅ Faster, more relevant engagement ✅ Higher ROI on marketing efforts ✅ Seamless integration across platforms The brands that win are the ones that use their data well. If you’re not staying top of mind, you’re getting left behind.

Plenty of beauty products are bought online, but 37% are bought via Amazon. How do you move those buyers over to your store, and keep them coming back? Find out in our latest video blog interview with pioneering sustainable beauty brand, Ethique. We asked them: - When it's the right time to launch a loyalty program - What a good beauty loyalty program looks like - What metrics are important - What advice they'd give other beauty brands looking to invest in loyalty Check it out here: https://hubs.la/Q02GynLm0

I keep thinking about this a lot. When I started my e-commerce journey years ago, the fashion marketing playbook was simple: - Launch new collections for summer & winter. - Run some ads. - Wait for sales. But those days are over. Today's fashion brands must adapt to rapidly changing consumer tastes & expectations. If you don't want to be left behind you have to stay ahead of trends and listen to your buyers. At our agency, we've reinvented our strategies from the ground up. We now: 1. Release collections faster to match the fast pace of trends, testing product launches earlier than the traditional seasonal schedule. 2. Implemented post-purchase surveys and collected customer feedback to understand which colours, patterns, and styles resonate. These help us focus on successful products and avoid ones that won't sell. Additionally, we're diversifying our marketing channels. Beyond ads, we're using platforms like Instagram Lives, TikTok Shop, and other social storefronts to reach customers where they're browsing. Because this is the game now. You have to try a lot of different things to get in front of your audience.

Once upon a time, my shopping cart was always overflowing with makeup and clothes. Those irresistible sales and must-have ads? Yep, they had me hooked. 🎯 After two years in marketing and advertising, I’ve become a savvy shopper with a superpower: Ad immunity! 💥 I see right through those "limited-time offers" and "last chance" gimmicks. Sorry, Mega sale alerts, you don’t work on me now! Understanding consumer behavior and creating ads for brands has given me insight into the real motive behind these flattering ads and discounts. The question is "Is there a genuine price drop without compromising quality?" Most of the time, the answer is no. Sometimes, they hold a Huge clearance sale simply to get rid of the products that are close to expiration or, in the case of clothing - items that are damaged or slightly worn. (I Don't want to mention the brand here but ifykyk) I can now spot the REAL DEAL from the cleverly disguised gimmicks. But here's the fun part—I still sign up on those websites to see how they try to reel me in. Be it a WhatsApp message, a flashy email, or a persuasive call, I draw inspiration from these brands that master the art of brainwashing, I mean, marketing😉 Now, I shop with purpose, not just because there's a flashy sale. This transformation isn’t just about saving money—it's about knowing what I really want and making mindful choices. Plus, it makes me a better marketer, creating campaigns that truly connect and resonate and it also makes me think twice before writing a copy “ Will I purchase this product during this sale?” if my answer is yes, the majority of people would be convinced to buy as well. Have you had a similar shopping epiphany? What else do you think can be the motive behind these huge discounts? Let's discuss this in the comments.🛒

POST TYPE: MARKETING MINI CASE STUDY #Storm7Consulting #Asos #retailfashion #marketing #minicasestudy The online fashion retailer 'Asos' is set to reduce its reliance on promotions as its "continued transformation" to deliver a more profitable and cash-generative business is rolled out across the United Kingdom (UK). KEY POINTS ◾ Historically, Asos has adopted a 'discount marketing' strategy that utilised discounts and promotions to generate sales revenues, and to grow its customer base across the UK. ◾ The difficulty with long-term use of this type of marketing strategy is that: 1️⃣ it creates expectations in customers; 2️⃣ it means profit margins remain depressed; 3️⃣ it may inhibit brand building; and 4️⃣ it may potentially damage customer brand perception as it repositions brand messaging (e.g., builds an association of "cheapness" or "low quality"). ◾ In November 2023, Asos acknowledged that it was far too reliant on promotional activity and seductive performance marketing, and therefore it sought to reinvent its marketing efforts and to shift its focus towards building brand affinity. It invested £30 million in brand building. ◾ In 2024, Asos reported it had generated more than 60% of its online sales without any promotion or discounting during the first half of its financial year. This is a positive (but insufficient) development. ◾ However, it also reported an 18% drop in sales revenues year-on-year for the first 6 months (to 3 March 2024) down to £1.5 billion. Its underlying loss before tax increased by 32.7% to £120 million. ◾ In the UK, sales decreased by 16% year-on-year and the number of active customers declined by 13%. ◾ In the UK, Asos still continues to face: 1️⃣ continuing inflationary pressures; 2️⃣ difficult economic and market trading conditions; 3️⃣ strong competition from other online retailers (e.g., Boohoo, Shein, Temu); 4️⃣ strong competition from hybrid retailers (e.g., H&M, Zara); and 5️⃣ increasing competition from established retailer sales of third-party brands (e.g., M&S, Next). ◾ Overall, this illustrates the complexities of implementing a brand building marketing approach in an online retailer, and the need to adopt effective multi-disciplinary teams internally. LINKS 🔺 Asos Plc Interim Results: https://lnkd.in/epGD38a6. 🔺 The Guardian: https://lnkd.in/gRhSmgEU. 🔺 Marketing Week (Nov 2023): https://lnkd.in/ee7vx8Xd. 🔺 Marketing Week (Apr 2024): https://lnkd.in/e8B9npbz. For any advertising or marketing enquiries please contact Client Services (client.services@storm-7.com) directly. If you find our posts interesting or useful please feel free to follow our new Marketing Services showcase page, and #Storm7Consulting on LinkedIn: https://lnkd.in/e7wEZwBn. Thanks.

It's no secret that fashion brands are struggling right now 🛍️ Here are some of the reasons why: 💰 It's now SUPER expensive to acquire customers through paid ads 👇 Customers are buying fewer full-priced items 📈 Competition is fiercer than ever with Shopify lowering the barriers to entry Brands need to focus on driving retention to grow sustainably. We wrote a blog outlining tactics and examples of where we have seen brands like treen, Amack Group Ltd (AYM) and Sarah Haran successfully doing this. Give it a read - link in comments! 🔖

'💄 Beauty Brands Draw the Line Between Dupes and Fakes on Amazon 🛒 With the help of brand protection agencies and lawyers, beauty labels 🏷️ are taking a stand against the sketchy sellers flooding their Amazon search results 📈 #brandprotection #fakedupes #authenticbeauty #AmazonSellers. Discover more at databoutique.com, your largest source for public data that helps understand news in retail. 📊 #RetailNews #DataAnalysis' by The Business of Fashion about Amazon

If you're in Fashion e-commerce, one of the first ports of call for strategy is understanding which products are performing well on your paid media channels. But having visibility on what isn't performing is arguably even more important! Then, you can decide whether you need to improve this performance, or if it's time to remove it from your marketing channels. For example, you could be blanket targeting 'all products' and Google is still spending heavily on your AW23 or Knitwear collections. In that case, you might decide to exclude these to direct more spend towards your new SS24 collections. Sometimes you need to look at the fundamentals to drive your marketing strategy forward!