Case asos Essay

As Seen On dissemble launched as an online seller in 2000 and is straightaway the UKs largest online fashion and beauty retailer. The partner beam now has over 35,000 grimeed and make label products avail subject. ASOS has websites calculateing the I-JK much of Europe, USA, and Australia and ships to over one hundred ninety other countries from its central distribution affectionateness in the I-JK. ASOS has been increasingly advantageful with trade their products and brands online without the ease of a sensual fund like rivals such as Top break and River Island.There ar a pattern of movers which bring forth contributed to ASOSs success ncluding no limitations on space to display items the website is slatternly to navigate around its handy 24 hours a day and loafer cater to busy lifestyles ASOS runs promotional offers for students which is a large part of their stone pit auditory sense as young adults and it withal plays boniface to a tour of popular lu xuriously street brands such as River Island and cut Connection. ASOSs sole online figurehead mover it has no limitations on space or stock unlike material stores and it is so easier to display a larger retch of products in a single place.This detailor fee-tails that ASOS bunghole luff a larger social demographic as hey can offer a larger honk of products. There main demographic is a low-middle class, 16-25 age group with a sm in any-medium disposable income. They especially target this auditory modality through their consume brand. However, because of ASOSs online front end and unlimited space they atomic number 18 likewise able to offer premium and opulence brands as well as second-hand and vintage clothing appealing to a broader market.In terms of behavioural segmentation, the consumer behaviour of ASOSs prime target earshot has changed over years and it has work increasingly unenviable to keep going within allocated opening time that fleshly stores are restricted too. Online retail means community can shop from their home or office or any other location from a computer, tablet device or smartphone and earnings access. The product clip that can be found on the ASOS website is more blanket(a) than most competitors as from on that point own brand to hosting other brands such as French Connection and River Island.The fact that they can host a wide range of brands adds to the convenience factor for shoppers as they are able to browse several brands by all visiting one site. The fire warden of low-end premium brands that are offered ensures in targets all markets and can easily meet guest asks. roducing short videos of models in products to help nodes gain scrutinise a potential bribe. This helps to incite people that an item is right for them and combats the unfitness to try before you buy.This provided differentiation from their competitors and to a fault almost eliminates the ingest to purchase goods physically. Fr om a marketers point of view, ASOS having a mien solely online is has an advantage for a number of reasons. Firstly, they dont scram the cost of overheads that a physical store would. Secondly, through marketing products online there is more opportunity to hold out and target other markets. A virile online presence is an easy way to target globular market from one base this is illustrated as much of their gross revenue and revenue harvest-festival is due to international expansion.It to a fault allows them to extend their range to children, men and other countries speckle taking into consideration geodemographic segmentation as many places claim different cultures, religions and climates. However, although marketing fashion online can be genuinely near it does have almost disadvantages. adept disadvantage is the returns of products are higher than physical stores this is probably because consumers are not able to try before they buy. However ASOS do what they can to ke ep this to a token(prenominal) and have been successful as they have lower returns than most other catalogues.This could be due to catwalk facility or sales of brands that are also available on the high street so people whitethorn have seen them physically in-store for cause, River Island. As ASOS do not have a high street presence they need to put in more enterprise to enhance its brand recognition which perhaps means spending more money on advertising & marketing specific items. Almost all of ASOSs main competitors have both physical and online access which could put ASOS at a disadvantage.Finally, there will be some consumers that would fall under ASOSs target market that will never be influenced to buy online and this is when a physical store would be beneficial. ASOS have a strong, sure customer base with positive reviews and feedback on the brilliant service they provide and their diverse, cutting-edge range of products. ASOS are also recognize as an ethically invo lved brand promote social responsibility this all draws new consumers and ensures their brand and products are displayed in the best possible light.An issue that may concern some consumers hen it comes to online retail is the delivery and returns however ASOS has maintained an excellent written report for speedy and convenient returns as well as smooth, easy and let loose returns. ASOS have also proven to be very innovative with successful nomadic interfaces, an app, and online and print magazine providing a modification of platforms to showcase their products consistantly and rapidly bit also highlighting popular products, competeitions and promotions.It also ensures their audience have even easier access to products while on the move again provide to the lifestyles and behaviours of their segmented market. ASOS take advantage of this. So far, they have been successful at interacting with their customer via social media, blogs and their website. Many of its competitors for e xample HM (who have the biggest facebook obtain fanbase) and Zara already have a strong social media presence so ASOS need to ensure it remains at the forefront.Although ASOS have many strengths there are also threats that could tarnish their reputation for example the fact that they sole trade is online could be seen as a major bump if they were to be affected by IT failure something ASOS have no control over. Ultimately this could mean loss in sales and reputation as a reliable website. nation generally have concerns regarding the increased risk of online hacking, ASOS could have something in place for this.Finally, there is emergence competition online as competitors are becoming more aware of success online has to offer and therfore ASOS need to think of shipway to differentiate their brand. There are areas where ASOS are at a disadvantage to their competitors for example, their miss of brick & motar with no physical shop to display products. As a result, ASOS would onl y be suitable for people with internet access. There is also no facility to try before you buy which may make their audience reluctant as they may be concerned approximately the ease of returns despite reviews.The ASOS website and product range is also quite extensive and could become overwhelming. Despite ASOS growing success, especially in the current recession, they still have opportunities to pretend their brand and expand. It would be beneficial to target customers outside of its usual market and expand on male ranges and plus coat ranges as there is a growing market for both of this areas. There is also a variety of ways to ship goods cheaply now and it would be beneficial o explore these and offer them to their customers.