Case Study Harry’s
ASOS
Disciplines
- Brand Strategy
- Comms Strategy
- Campaign Strategy
Scope
- Scope
- Brand repositioning
- Scope
- Distinctiveness
- Scope
- Decision role
Repositioning a retailer as a stylist.
After two decades, awareness remained high while distinctiveness was softening. A refresh was not enough. The work repositioned ASOS from a place to buy fashion to a brand with a more active role in how customers decide, shifting it from fulfilment toward inspiration.
Contact
The Problem
Business problem: high awareness with weakening distinctiveness.
Changing the Frame
Strategic move: move the brand from retailer toward stylist and guide.
Making It Hold
Role: brand strategy, comms strategy, and campaign strategy.
Outputs: repositioning narrative and campaign framing.
What Moved
Outcome: a stronger decision-shaping role for the brand.