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Asos targets Topshop customers with multimillion-dollar push

Online fashion retailer Asos is to mount a largely social-driven campaign, reaching out to Topshop and Topman customers to reassure them that their favorite brands are still available following its acquisition of the high street chain earlier this month.

On Sunday (22 February), Asos relaunched Topshop on its website after spending £295m ($413m) to buy out its fashion rival.

Asos launches first Topshop campaign

The two-week continuity message will target existing customers across the US, UK and Germany, explaining that Topshop stock is now available to purchase directly from Asos.

Although Asos has previously sold Topshop items through its online platform, the relaunch is exclusive to Asos’s website, meaning it will be the only place shoppers can now buy Topshop products.

Focussed primarily on YouTube, TikTok, Snapchat, Facebook and Instagram, the campaign will be reinforced by parallel activations and new customer discount codes, as well as a blanket 25% off Topshop brands on Monday and Tuesday (22 and 23 February) as a ’thank-you’ for continued custom.

Long-term plan to ‘revitalize’ brands

  • José Antonio Ramos, chief commercial officer at Asos, remarked: “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 revitalize the brands and inject new life into them will translate into more new, exciting and fashion-led products launching in the months ahead.”

  • Asos, which only operates online, did not agree to buy any of the brands’ 70 stores, putting at risk the jobs of 2,500 high-street shop workers.

  • Just 300 head office staff were due to be saved as part of the Asos deal, to help with design, buying and retail partnerships.