The online fashion retailer needs a serious rescue plan to reverse its declining sales. It’s betting on brand marketing by borrowing from the luxury and beauty space with its first-ever pop-up.
This week Asos opened its doors to its first pop-up – a milestone in the retailer’s 23-year history. The decision to meet its customers in the real world is part of a significant marketing shift at Asos that aims to breathe some life back into the brand.
Senior customer director at Asos, Dan Elton, declares that brands can only be built through experiences and not communications alone.
“If you look at the Read full story ›
Source: The Drum
Industry News
