Online Fashion Retailers: A Look At ASOS Milestone 1

ONLINE FASHION RETAILERS: A LOOK AT ASOS 2 Milestone 1: Online Fashion Retailers: A look at ASOS

ASOS is one of the online fashion retailers doing well today. Formally known as ASOS plc, the firm is based in London, Britain and deals in fashion and cosmetics selling the products through the internet (Senker, 2016). It was incepted in 2000 with a primary focus on young adults. From its stats, ASOS sells more than 850 brands and its own range of clothing and accessories, and ships to more than 200 nations from fulfilment centers in the UK, US, and Europe.

ASOS’ Marketing Mix

Product

ASOS vends clothing, shoes, and beauty accessories among other fashion and cosmetic products to consumers directly. Customers purchase the commodities either through the merchant’s website or app technologies as writes Gipson (2014). The firm has been selling products of big brands such as Nike, Adidas, and Calvin Klein. However, recently, it launched its own brand known as Little ASOS for kids. In 2015, the firm introduced women’s beauty products (Koumbis, 2019). Given that they can cater for different varieties of people, ASOS has an enormous marketing mix product portfolio on their portal.

Price

ASOS uses an affordable pricing strategy for its new and old products in general. Mainly, they offer high-quality products at cheap rates. They also have a mid-season and end-season sales strategy, where they sell merchandise at a much-discounted rate. Unlike its competitors who charge delivery fees throughout, ASOS charges delivery only in some cases according to Senker (2016). Facilitating this pricing strategy is the factor of e-commerce, which gives the company a massive competitive edge.

Place

Originally, ASOS was an internet-based platform for footwear and apparel shopping. Today, the firm also transacts its business through smartphone-based apps for both Android and iPhones. Customers register on the website and apps, pay for products, and then receive the items at their registered addresses. ASOS sells directly to consumers. Initially, it had central warehouses in London, UK, but now, Koumbis (2019) confirms that it is decentralizing its warehouses, establishing them in different locations in the UK and beyond to ensure efficient supply of merchandise.

Promotion

ASOS’ core promotion strategy revolves around their website and mobile app. They regularly send emails and updates to their registered customers. Additionally, the firm utilizes leaflets and booklets via post and deliveries for advertisements (Gipson, 2014). Recently, social media platforms such as Facebook and Twitter have become instrumental for ASOS in promotion. The company has created groups and communities to continually engage with customers about new products and discounts. The website, social media handles, and mobile apps are interconnected (Koumbis, 2019). These channels help make shopping more economical in both time and money, thus enhancing convenience. Direct purchases can also be made at physical stores, although ASOS primarily operates online.

Target Market

ASOS stocks and supplies footwear and apparel for diverse demographic groups. It caters to both men and women, including children and adults. However, its primary target market consists of the youthful generation, particularly those with a keen interest in fashion and a good understanding of digital technology. ASOS explicitly states that “Our core customer is the twenty-something fashion-lover: an avid consumer and communicator who is inspired by friends, celebrities, and the media” (ASOS, 2019). Additionally, the company emphasizes empowering individuals aged 16 to 34 years to look, feel, and be their best to achieve success (ASOS, 2019).

References

• ASOS. (2019). The ASOS story. Retrieved from https://www.asos.com/about-us/
• Gipson, L. (2014). Report and evaluation of the ASOS website. Norderstedt: GRIN Verlag.
• Senker, C. (2016). ASOS: The story behind the iconic business. London: Wayland.
• Koumbis, D. I. M. I. T. R. I. (2019). Fashion retailing: from managing to merchandising. S.L.: Bloomsbury Visual Arts.