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They are buying Volvo because it is a swedish brand. I doubt they care who is selling it.
It literally does this
I think you're just grabbing at thin air here
Go on asos click men or woman and you will see as a seperate heading "topman" or "topshop"
Also on the link above when you search topshop it answers what you noted below
I think this is a case of you not having a proper look at the asos website
Take it for a ride. Don't forget more topshop was sold via asos than the actual topshop websites before anyway
*psychology
I was meaning from consumer physiology. For example in sweden where I lived years some buy and only buy Volvo. They like Volvos and they "know" Volvos. They like what makes a Volvo a Volvo, they have experienced it, they have fely it, and prefer to only buy Volvo. If Volvo was bought out by say Audi to keep it simple, do you think Audi will put a Audi logo on a Volvo car? No they wouldn't as they are destroying Volvo's branding and image and counter a big reason why they bought Volvo in the first place.
I don't suggest keeping Asos and Topshop completely separate, but on Asos website at least show ex-Topshop buyers where Topshop's clothing range is , hinting at a divergance of the two brands. At the top of Asos website at least mention Topshop. Consumers like to identify with image and brand so taking that all away directly is a big mistake and would make an ex-Topshop consumer felling alittle confused and lost. This is especially when they paid around £300 million for it. To scrap the brand you just paid so much money for is stupid.
Asos doing good by consolidating everything under 1 website and app. I look at Asos as a Playstation. You buy it to have acess to all these amazing exclusive games. If i could play these games on pc there would be no point for me to buy playstation
"People who bought Topshop know Topshop not Asos"
Well that's just wrong and perhaps shows why you're misunderstanding this
Topshop is a strong UK and Europe brand. Asos certainly has better brand awareness in the target market. Asos is also better with Gen Z etc
The topshop brand when you google and click any links takes you to the topshop part of asos
What else are you looking for them to do? Asos is far better known and better rep for delivery etc
*shops
There are no Topshop shores anymore.
Its about leveraging the brand of Topshop. People who bought Topshop know Topshop not Asos.
This is the top page on google when you type “topshop”
https://www.asos.com/topshop/
Also the brand value is in the clothes and customer base who know the quality and sizing and designs not in a website. You don’t buy a Ferrari because they have a nice website the brand value is linked to a lot more
Topshop stores outsold its website by a huge amount
Topshop should at least be mentioned on the crossover site.
What's the point of buying the brand then? You lose all the brand value.
But that's two lots of marketing and again there is no x-sell
What if someone bought from topshop, goes on to asos and buys a lipstick
Rather than 1 package there is 2
So double marketing costs, double seo burden, two operating systems and then no sales synergy. It would be madness
When you google topshop you find asos and asos have done plenty to make this known. And long term this bring huge benefits as the above
It's a lot better this way
Ok, but Topshop's brand disappears totally when you get forwarded to asos's site. Its a waste of branding power.
I think there is a way to link the two sites and keep the branding.
because asos has permission to sell make up and other add ons. Get the items and £ per order up as customers can add all items into one order
If a separate topshop website there is a possibility that there is two orders for the same items. Also you can't push the x-sell as well
Boohoo have this problem in that PLT is not linked to debenhams - no x-sell
I think you have a good point. I think Asos have made a critical error of judgement.
Why buy the name if you don't plan on using it?
Does anyone know why asos has used a re direct from Top Shop when Boohoo have kept the domain names as a separate shop. Myself, I would of preferred that they kept the TOP SHOP Branded website, and sold Top shop on ASOS.