The Phenomenon Asos
ASOS is a British online fashion and cosmetic retailer. It was founded in 2000. Its original meaning was AsSeenOnScreen. ASOS headquarters are located in Camden Town at Greater London House. Its development was between 2005–2012. It sells now to in more than 200 countries in the world.
Thus, in what means did ASOS became the online shopping leader?
Firstly, ASOS is widely known for its large choice of brands, it sells over 850 brands on the website. Of all styles and prices, it can be accessories, shoes, makeup, or clothes… It is trendy but affordable clothing. For instance, you can find on the site brands like New look which is very affordable and next to it, can be proposed BCBG and others who are more expensive brands. ASOS also created their own brand which includes lots of different categories. Those categories touch a very wide population. For example, the most known ASOS categories are ASOS PETITE, which sells clothes that are better made for petite people, in terms of length. ASOS TALL, which is the opposite, made for taller people. We can also find, ASOS Maternity which is for pregnant women.
ASOS Curve is also a well-known category which is made for bigger sizes. ASOS also created a few different categories in terms of styles and prices such as ASOS Design which is a higher quality brand with higher prices. ASOS white is a new one that they launch out recently, it is an affinity for a clean and minimal style which looks high-end, it is a slightly pricier than usual ASOS ranges. Finally, they always have an outlet range which is always full of discounts on multiple brands. ASOS also does collaborations with other brands like the one “ASOS x the Simpsons”.
Secondly, their delivery and return platform is one of the best organized and simple. To begin, their delivery is always free worldwide and is delivered in 4–5days opened. They also propose and next-day delivery which is 2,86 pounds but a year subscription to the next-day delivery is proposed which is around 9pounds per year. The return is also free, you can take 30 days to return your article, you will be fully refunded. The way to return you delivery is most simple I’ve witnessed, they already put the bag in a situation of return so that you don’t use another one, you only have to print a return ticket to put on the bag and then you can put it in your letters box and the next day it will be gone. You can also bring it into a post office. You will receive your refund in more or less 14 days. Moreover, picking your items in ASOS is the simplest you put it in you “bag” or you even have a “heart category” where your wanted items that you don’t want to buy now, are located.
Moreover, their marketing campaign is known to be digital. With the use of emails: in 2008 they reported that 10% of sales could be directly attributed to email marketing. Then in 2017 they massively used Instagram, they launched a campaign which intended to take full advantage of “Instagram stories” feature, encouraging users to upload videos of their purchased ASOS products, 3millions people interacted with the video in the UK. ASOS created the hashtag #AsSeenOnMe for them and the users to post about ASOS products. ASOS’ marketing is also mainly for the youth, they put up a few years ago a Student 10% discount code, and every now and then they also create discount codes for one day or more for their daily users.
To conclude, ASOS has become the leader of online shopping because of all the alternative made for the customers and the simple way to shop without the disadvantage of being online, you can always return whatever you want, and please yourself with discounts code and customers advantages, while having the largest ranges of fashion.
