British fashion ASOS launches a million-pound campaign to attract consumers from the UK, the US and Germany

ASOS , the British fashion e-commerce platform, is launching a multi-million pound campaign targeting Topshop and Topman customers to let them know that they can now buy more brands on ASOS.com .

The move follows a major campaign launched by ASOS following its acquisition of the former Arcadia flagship brand earlier this month , and coincides with a major launch of new products from Topshop and Topman on the ASOS website for the first time . The campaign is designed to move customers to ASOS.com , with a focus on increasing ASOS's visibility in the UK , US and Germany .

It is reported that the event will last for two weeks and will be held on YouTube , TikTok , Snapchat , Facebook and Instagram starting on February 22 .

The event will offer a range of discounts to consumers in the UK and Germany . On Tuesday, ASOS will also offer a 25% discount promotion for each brand in Europe , Australia and the United States to welcome new and returning customers and invite them to re-experience the brand.

Since 2019, ASOS has been selling products from a large number of brands and has continuously expanded the number of brands on the platform.

ASOS teamed up with Davidson Kempner to beat out rivals such as Next, partnered with JD Sports, Shein and Boohoo, and acquired brands such as Topshop, Topman and Miss Selfridge from the collapsed Arcadia. The online fashion giant spent £265 million on brand acquisitions and another £65 million on shares in the brands.

None of the above transactions involve the acquisition of physical retail stores, but ASOS said it is discussing the possibility of acquiring the lease of Topshop's flagship store at 241 Oxford Street. ASOS said it has no intention of purchasing the building directly, but may work with a third party to obtain the lease.

Since completing its acquisitions of brands such as Topshop , ASOS has doubled the number of products on its platform and plans to double it again in the coming weeks.

ASOS Chief Commercial Officer José Antonio Ramos said : “ Before the acquisition, Topshop and Topman had a high profile on the ASOS platform , strong performance and were very popular with consumers on the platform. ”

At present, the integration of Topshop and Topman brands with ASOS is progressing smoothly . ASOS said that it will inject more innovative elements into the brand and recreate exciting and fashionable leading products after a long-term plan , which will be launched in the next few months.

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