More Reasons to Move with ASOS: New Activewear Online Campaign Launches in UK

There is a level of speculation on whether a company can successfully exist solely with an E-commerce presence or will the corporation be forced to expand into brick and mortar for competitive dollar signs? Fashion phenomenon, ASOS (As Seen on Screen), has exposed the true strength and influence of E-commerce. ASOS is a high-traffic destination for the "20 somethings" fashion community. For those who are not aware with ASOS or how the corporation operates, the business structure is designed to sell only online and features multiple global brands. Their E-commerce objectives are achieved by having warehouses in prime locations, globally, to make the consumer process manageable. ASOS four major distribution centers are located in the US, UK, Europe, and China. With a wide stretch across numerous demographic, psychographic, and geographic attributes, digital marketing and creative content plays a major role in maintaining the "20 somethings" fashion community.

ASOS recently launched their UK campaign, More Reasons to Move, for their new activewear line. More Reasons to Move is more than the average campaign. It takes the meaning of diversity to a new level. Each person is given their own personal section to state why they move, and move more. The overall theme isn’t to portray hard core exercise or killer soccer moves, it is to influence everyone of all shapes, shades, and backgrounds to be their best, healthy self. More reasons to move sets a focus on the idea of “20 somethings” finding their motivation to become and/or stay active and, of course, remain fashionable while doing so. The campaign narrows down the various distinctions that current ASOS consumers have. Each point of person in the campaign is different from the one before psychographically. Features like mustard dyed hair, facial piercings, and vibrant eye makeup gives the influencers’ character. ASOS did not simply make them different, they made them fashionably relatable. The biggest eye catcher out of the entire campaign is the disabled model doing Yoga with a missing leg. Her inclusion displays a message of triumph and perseverance. ASOS understands that being “20 something” trying to maintain school, building a career, and a social life doesn’t make room for extensive physical activity. They are telling their consumers to find their purpose and make it their drive; preserve in style!

Check Out the Killer Campaign Ad Below!

Reference Link:

https://www.asosplc.com/asos-story

https://www.instagram.com/p/Beaqa-uAZ2o/?hl=en&taken-by=asos

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