Following ASOS’s multi-million-pound Topshop and Topman launch campaign, rival fast fashion womenswear retailer PrettyLittleThing has initiated a tongue in cheek Google advert campaign, directing customers to its e-commerce site.
Attempting to ahead of the game, Boohoo-owned PrettyLittleThing’s bold advert states “Well This Is Awks – We’d Never Leave You”, hoping to capture the attention of any users attempting to find the new home for Topshop.
Currently the adverts display above any search results for ASOS’s website or the Topshop brand.
This particular advertising technique has been used before by brands like Samsung and Apple, such as when the Samsung Galaxy S6 and the iPhone 6S came about. Samsung bid on iPhone 6S terms and thus whenever someone typed it in, the first ad that popped up the S6 stating “Awkward You Obviously Mean S6”.
ASOS‘s campaign coincides with the first major drops of new product from Topshop and Topman on its site today. ASOS has been selling a selection of the brands’ products since 2019 but since its acquisition of the brands from the collapsed Arcadia group at the start of the month, it has doubled the number of products available with plans to double it again in the coming weeks.
ASOS paid £265m to secure the Topshop, Topman and Miss Selfridge brands from Arcadia’s administrator Deloitte seeing off competition from Next in partnership with Davidson Kempner, Authentic Brands in partnership with JD Sports, Chinese giant Shein and PrettyLittleThing parent Boohoo Group.
Boohoo Group, however, picked up some of Arcadia’s lesser brands including Wallis, Burton and Dorothy Perkins for £25m, while Evans was sold to Australia’s City Chic Collective.
Arcadia collapsed into administration at the end of November 2020.