Background
With the growing demand for eco-friendly lifestyles, consumers prioritize brands that use combine fashion and sustainability. According to the brief, online apparel sales are up 7.6% in 2021 compared to 2019 and are projected to remain high. Further, it notes that in 2021 (compared to 2020), ASOS achieved a 22% increase in sales revenue, a 15% increase in sales, and an increase in the active customer base by more than 1.5 million people. However, the future challenge is strengthening its sustainability credentials while attracting and retaining the target audience.
ASOS primarily targets ‘generation Z’ and millennials, or people between 18 and 40. Judging by the social media presence of that target group, sustainability is important for them. However, the same generations are focused on the aesthetic component of their appearance and value fashionable clothing. Therefore, the question arises of where and how ASOS should find the balance for meeting the demand for sustainable versus fast fashion. By requesting this research, ASOS aims to understand the target group of shoppers’ perception of fashion sustainability, paying particular attention to any gender differences.
Objectives and Rationale
Objective 1. To explore generation Z and millennials’ attitudes and product expectations towards sustainability in the fashion market.
Rationale 1. Forming a comprehensive marketing strategy necessitates gauging consumer attitudes on sustainability integration with the fashion domain. According to the brief, some areas of interest are already identified, but the overall picture is unclear.
Objective 2. To create a profile of an average generation Z or millennial consumer, including gender differences, concerned about the sustainability of the fashion items they buy.
Rationale 2: Successful profiling is paramount for addressing the correct target group. According to the brief, there may be differential gender preferences for sustainability, which should be investigated for accurate targeting.
Objective 3. To explore the overlap in fast fashion and sustainable fashion markets.
Rationale 3: The brief outlines the change in public attitudes toward fast fashion. However, the overlap between the demand for sustainability and regular clothing upgrades is unknown and should be studied to determine the potential market size.
Objective 4. To identify the best marketing or messaging strategies for the target group profile and the extant market.
Rationale 4: According to the brief, ASOS strives to incorporate recycled materials and second-hand items while engaging its target audience. Determining the best messaging strategy is necessary to ensure offerings that are simultaneously accessible, desirable, and appealing to all.
Methodology
Secondary Data Collection
This data collection will mainly provide the information for objectives No. 1 and partially No. 3. The literature search will investigate the number of consumers interested in each fashion domain separately and together to estimate the size of the potential market.
Internal Company Sources
As stated in brief, the company has roughly a fifth of its products labeled as recycled or sustainable. The data on this section’s buyers’ demographic profile makeup will be collected. This method of data collection will mainly fulfill objective No. 1.
External Sources
The external sources will cover reliable publications or databases collected from eMarketer, Mintel, Brad, Statista, and similar research engines. The researcher will use the data to investigate consumer behavior and preferences regarding apparel choices. This method will be able to provide information for objective No. 3.
Primary Data Collection
The collection of primary data will enable the company to access knowledge that has been previously unavailable. The results will be obtained through various research methods, covering research objectives No. 1, 2, and 4.
Quantitative Research
The researcher will conduct a quantitative analysis to document and analyze the marketing profile of consumers. The research will cover objective No. 2 by conducting computer-assisted personal interviews (CAPI). The data collection process will entail a face-to-face conversation with interviewees while using a tablet to record the provided responses. Data collection will occur in shopping malls across London, ranging between three to seven days for each location. The list of visited malls will include Westfield London, Westfield Stratford City, Selfridges, The Brunswick Centre, Hay’s Galleria, Gallions Reach Shopping Park, and Watney Market. The estimated gathered response should be approximately 50 interviews per mall, roughly 350 responses total. The investigator will approach people who appear to fit the approximated age bracket of 18-40 years old.
Qualitative Research
The qualitative research will mainly focus on objective No. 1, exploring the attitudes and expectations of generation Z and millennials towards sustainability in the fashion market. Through the same methods as in section 3.2.1. the interviewees will be asked to identify their alignment with known areas of interest and perhaps offer new ones.
Focus Groups
The focus group approach will aim further to address objectives No. 1 and 4. Four focus groups will be held in total, ranging from four to six people each. Each group session will discuss the target group’s expectations regarding sustainable fashion and the messages that could successfully convey sustainability commitments. The discussion moderator will guide participants through various prompts and questions. The moderator then will comprehensively document any information provided by the group to get a clear picture of the topics discussed. Representatives will share the call for groups on ASOS social media, and the organization will offer a discount code (totaling £30) to participants.
In-Depth Interviews
This data collection method aims to fulfill objective No. 3. The interviews will be held face-to-face, ten total. Participants will be asked to answer questions regarding affinities to sustainability and the appeals of fast fashion. The researcher will document the answers to capture the respondents’ sentiments. The in-depth interviews will happen in London, with the opportunity shared on ASOS social media. The organization may offer the interviewees a discount voucher (totaling £150).
Sampling
Computer-Assisted Personal Interview
- The population of interest: millennials and generation Z who currently live or visit the UK.
- Sample type: non-probability judgment sampling.
- Sample size (frame): all representatives of the targeted age bracket in the shopping malls where the research occurs.
- Response rate: approximately 50 per shopping mall, with 350 total.
- Sampling error: a non-response error may occur; thereby, a researcher could not obtain a sufficient number of responses in one or more selected shopping malls. A researcher may add additional malls to address this error.
Focus Groups and In-Depth Interviews
- Population of interest: millennials and generation Z who currently live or visit the UK.
- Sample type: non-probability convenience sampling.
- Sample size (frame): all representatives of the targeted age bracket responded to the social media posting.
- Response rate: 5% of the sample for the focus groups and 1% for the in-depth interviews.
- Sampling error: a non-response error may occur; thereby, a researcher could not obtain a sufficient number of responses from the company’s social media followers. In that case, the extant databases of customers who have agreed to receive promotional emails may serve as an alternative source.
Data Analysis
Secondary Data Collection Analysis
The Marketing Research Mix tool will help analyze the collected secondary data. The framework will consist of four variables: purpose, population, procedure, and publication. The reliability of the collected information can be assessed through data processing, analysis, and interpretation.
Computer-Assisted Personal Interview
The CAPI responses will be encoded: thereby, the questions are broken down into different sections and grouped by similar answers. This method will help break the more complex descriptions into more coherent segments. The researcher will use SPSS software to analyze the data.
Focus Groups and In-Depth Interviews
Focus groups and in-depth interviews will be analyzed by creating transcripts and using content analysis to help interpret responses and explore any emerging patterns. The researcher will use NVIVO software to analyze the responses.
Reporting
Three reports will be produced in total, covering the following topics of interest for the company.
- Report No. 1 will cover the secondary data collection and give insights into what has been found and what steps will be conducted next.
- Report No. 2 will cover the primary data collection results: outcomes of CAPI, in-depth interviews, and focus groups.
- Report No. 3 will look at overall outcomes and give recommendations on developing the best brand messaging technique for ASOS.
Timing
General Costs
Additional Issues
About
Operating in the marketing research field for over ten years, Believe Research Ltd has been in the leading position, leaving its customers satisfied at all costs. Established in 2012 in London, the researchers at Believe have helped over a hundred clients to create better branding and messaging techniques. With an attentive focus on customer satisfaction, close collaboration throughout the whole research process is guaranteed.
Confidentiality and MRS Code of Conduct
All procedures carried out during the research will follow the MRS Code of Conduct and General Data Protection Regulation (GDPR). All participants in the research will be anonymous, and the information collected will only be used for marketing purposes.
Payment Details and Schedule
The payment will be carried out in 2 installments:
- 50% one week in advance of the research started.
- 50% one week after the final report.
Research Questionnaire
What age bracket are you in?
Choose one most applicable answer
- 1Y 18-25
- 2Y 26-30
- 3Y 31-35
- 4Y 36-40
- 5N 41-45
- 6N 46-50
- 7N 50+
Are you interested in sustainable fashion?
Mark one answer most applicable to you.
- Not at all interested
- Not really interested
- Somewhat interested
- Very interested
- Other
What attributes of sustainable fashion do you deem important?
Check all that apply. If you select “other,” you will be asked to specify.
Sustainable production:
- Carbon-neutral delivery
- Eco-friendly packaging
- Donation of a revenue portion to eco-friendly charities
- Other ________________________________
How often do you buy new clothes or shoes?
Choose the answer most applicable to you.
Once a week or more often:
- One-two times a month
- Once in 2-6 months
- Once a year or less often
- Other ________________________________
Would you rather buy from a 100% sustainable but unfashionable company or fashionable but not at all sustainable?
Drag the cursor which you think resembles your opinion the most
Sustainable/ Fashionable/ Not fashionable/ Not sustainable
What is your gender?
- Male
- Female
- Other