Asos Brand Audit

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ASOS Brand Audit Report

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Executive Summary
This report gives a detailed insight into Asos as a brand and a company it highlights how it maintains its aggressive growth strategy and continues to outperform its competitors. Additionally it tells the story of Asos from its inception in 2000 to the present day and gives a glimpse of where it could go in the future. Key Points:

* History
* Financials
* Brand Image
* SWOT Analysis
* PEST Analysis
Table of Contents
1. - History and Overview
1.1 Product Category
2. Brand Overview Key Financials
3. Brand Value Proposition
4. Brand Communications Audit
5. Product Category Audit
6. Product Category Competitor and Substitute Analysis
7. Key Strategic Market Drivers for the Product Category
8. Conclusion

1. History & Overview
ASOS (as seen on screen) is a leading online fashion and beauty seller for both men and women in UK. Offers on the ASOS.com website and have over 50,000 branded and own label product lines such as YSL and Balenciaga, with around 1,500 new product lines being introduced each week. Across women swear, menswear, footwear, accessories, jewellery and beauty ASOS has websites targeting the UK, USA, France, Germany, Spain, Italy and Australia and also deliver to over 190 other countries from UK. Asos designed at fashion forward twenty-some things worldwide, ASOS attracts 16.6 million exclusive visitors a month and as at 30 June 2012 had 8.7 million registered users and 4.7 million active clients from 160 countries (defined as having shopped in the last 12 months). The main competitors of Asos are JD Boden &co, next, Zara, Guess, Mark & Spencer, New look and Topshop, and from online retailer are Littlewoods, boohoo, yoox.xo.uk brandalley.co.uk are also main threats for Asos Robertson was bullish about the company's performance. He said: "I am pleased to report another successful year for Asos, with retail sales up 58% to £324.1m and profit up 41% to £28.6m. Our international expansion programme remains firmly on track with international retails sales up 142% on last year." http://www.marketingmagazine.co.uk/news/1073103/Asos-revenues-climb-profits-hit-move-Barnsley/

Some of the comments that the fashion press said about Asos: * “The online wonder store is ablaze with hot designers.” Marie Claire * “In just nine years ASOS.com has gone from niche get the look website to massive internet phenomenon.” Grazia * “Asos.com is the credit crunch defying brand.” Esquire * “The undisputed champion of online fashion.” The Times Magazine * “The word on the street is ASOS.” Evening Standard

* “ASOS.com’s trend led mix of clothes, accessories and beauty products is perfect for lunchtime browsing.” The Guardian * “With its boundless enthusiasm for trends, ASOS.com is contagious.” The Times * “ASOS.com is changing the way the nation shops. ” The Telegraph Magazine

Company Timeline
2012| Opened our first international office in Sydney, Australia then followed with our second international office in New York| 2011| Launched Australian,Italian and Spanish language ASOS sites| | | | | 2011| Launched iPhone and iPad app| | | | | | |

2011| Launched ASOS Fashion Finder| | | | | | |
2011| Launched ASOS Facebook Shop| | | | | | |
2010| Launched ASOS Marketplace| | | | | | |
2010| Launched American, German and French language ASOS sites| | | | | 2010| Launched ASOS Mobile| | | | | | | |
2010| Achieved CarbonNeutral® company status| | | | | | 2009| Launched ASOS Life| | | | | | | |
2009| Launched Designer Store| | | | | | | |
2008| Launched ASOS Outlet| | | | | | | |
2007| Introduced ASOS own label for Men| | | | | | | 2007| Launched ASOS Magazine| | | | | | |
2006| First UK online store to launch catwalk| | | | | | | 2005| Buncefield Fuel Depot explosion closes...
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