ASOS is launching a multi-million-pound campaign targeted at Topshop and Topman customers letting them know they can now shop an expanded range of the brands’ products at ASOS.com.
The move follows ASOS’s acquisition of the former Arcadia flagship brands earlier this month. The social-led campaign will run across YouTube, TikTok, Snapchat, Facebook and Instagram for two weeks from 22 February and is focused on driving awareness among customers in the UK, US and Germany.
It coincides with the first major drops of new product from Topshop and Topman on ASOS’s site landing tomorrow. ASOS has been selling a selection of the brands’ products since 2019 and since the acquisition it has doubled the number of products available with plans to double it again in the coming weeks.
José Antonio Ramos, Chief Commercial Officer at ASOS, said: “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. 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.”
Alongside activations and new customer discount codes in the UK and Germany, ASOS will be running 25%-off promotions for each of the brands across Europe, Australia and the US tomorrow and Tuesday, as a way of welcoming new and returning customers and inviting them to reexperience the brands.
ASOS beat off competition from the likes of Next in partnership with Davidson Kempner, Authentic brands in partnership with JD Sports, Shein and Boohoo, to acquire the Topshop, Topman and Miss Selfridge brands from the collapsed Arcadia empire. The online fashion giant paid £265m for the brands with an extra £65m for stock in hand and in progress.
Boohoo acquired the Wallis, Burton and Dorothy Perkins brands for £25m while Australia’s City Chic Collective acquired Evans for £23m. None of the deals involved the acquisition of physical retail stores but ASOS has said it is investigating the possibility of securing the lease for Topshop’s flagship at 241 Oxford Street. The store is part of a separate administration process and ASOS has said it would not be interested in purchasing the building outright but may work with a third party to secure the lease.