ASOS EXPANDS TOPSHOP, TOPMAN RANGE FOLLOWING ACQUISITION

Asos has launched a new multi-million-pound campaign targeted at Topshop and Topman customers, letting them know that they can shop the brands on asos.com following their acquisition at the start of the month.

The new social-led campaign will run across YouTube, TikTok, Snapchat, Facebook, and Instagram for two weeks from today and is targeted at driving awareness among customers in the UK, U.S., and Germany.

It coincides with the first major drops of new product from the brands on Asos since the acquisition and marks the first moment that customers will be able to access a wider range of items on the Asos platform. Available product has already doubled since early February, with plans in place to double it again over the next few weeks.

Alongside activations and new customer discount codes in the UK and Germany, Asos will be running 25 percent-off promotions for each of the brands across Europe, Australia, and the U.S. today and Tuesday, as a way of welcoming new and returning customers and inviting them to reexperience the brands.

“Topshop and Topman were well-established, strong-performing brands on Asos prior to the acquisition, and we know our customers loved them just as much as us,” said José Antonio Ramos, chief commercial officer at Asos. “Their integration with Asos is going well, and our long-term plans to revitalise the brands and inject new life into them will translate into more new, exciting, and fashion-led products launching in the months ahead.”

On February 1st, Asos announced it had acquired Topshop, Topman, Miss Selfridge, and HIIT brands for £265 million from Arcadia. This acquisition represents a compelling strategic opportunity in support of the company’s mission to become the number one destination for fashion-loving 20-somethings worldwide.

The acquired brands will join Asos’ venture brands portfolio alongside others including Collusion, AsYou, and Reclaimed Vintage. Asos said it will retain its established brand and customer positioning, which is differentiated from its core Asos “Design” label and other Asos brands.