Asos.Com Case Study

Only available on StudyMode
  • Download(s) : 193
  • Published : February 17, 2013
Open Document
Text Preview
A case study of the contemporary retail channel, ASOS.com
By: Mona Seddeek
Course: Retail Environment, Wednesday Dec 5, 2012 at 3 O’clock Instructor: Frank Palecko
A case study of the contemporary retail channel, ASOS.com
By: Mona Seddeek
Course: Retail Environment, Wednesday Dec 5, 2012 at 3 O’clock Instructor: Frank Palecko

Table of Contents

Why I Chose Asos.com
I chose Asos.com because I have been a very active customer on their site for the past three years. It has become my favorite online store for three main reasons: they have my sizes, they provide free shipping and returns, and their clothing is always on trend. Even more, I chose Asos.com because I find it very interesting that it is a retailer that is located only online and seems to be doing fairly well in the industry of fashion. Background and Location

Nick Robertson and Quentin Griffiths in the United Kingdom developed Asos.com, which stands for “As Seen on Screen”, as a public company in June 2000. Interestingly enough, it was originally created to be an online company that would allow people to buy affordable versions of clothes that were worn on screen. Robertson and Griffiths created the site so that shoppers would have to click on the “copycat outfit” and it would be delivered right to them the next day or so. As the company has grown since 2000, it has become an online store that sells both branded fashion goods and its own variety of clothes. It has become not only a global fashion retailer but also a beauty one as well. With its own label product lines from women’s wear to beauty, it has brought in millions of unique visitors, active customers, and registered users. One of the main reasons Asos.com has gained such a positive response is because of the growth of its online service to places like the United States and Germany. Critical Dates in the Growth for Asos.com

* 2000 - ASOS launched
* 2001 - ASOS PLC Holdings was admitted to AIM on the London Stock Exchange * 2004 - Introduced ASOS own label for Women
* 2004 - Maiden profit
* 2005 - Launched ASOS Beauty
* 2005 - Buncefield Fuel Depot explosion closes business for 6 weeks * 2006 - First UK online store to launch catwalk
* 2007 - Launched ASOS Magazine
* 2007 - Introduced ASOS own label for Men
* 2008 - Launched ASOS Outlet
* 2009 - Launched Little ASOS
* 2009 - Launched Designer Store
* 2009 - Launched ASOS Life
* 2010 - Achieved CarbonNeutral company status
* 2010 - Launched ASOS Mobile
* 2010 - Launched ASOS US
* 2010 - Launched ASOS France
* 2010 - Launched ASOS Germany
* 2010 - Launched ASOS Marketplace
* 2011 - Launched ASOS Facebook Shop
* 2011 - Launched ASOS Fashion Finder
* 2011 - Launched iPhone and iPad app
* 2011 - Launched ASOS Spain
* 2011 - Launched ASOS Italy
* 2011 - Launched ASOS Australia
* 2012 - Opened first international office in Sydney, Australia

Mission Statement (Principles and Values)
The mission of Asos.com is to create the best shopping experience for their customers. They want to provide an inclusive, authentic, honest, consistent and high quality customer experience. Asos.com’s philosophy is that whatever it is their customers are doing in the digital fashion world, whether online or on their mobile phones, they will be able to do on Asos.com. In addition, Louise McCabe, who is the head of Corporate Responsibility at Asos.com, envisions Asos.com as great resource that helps to “provide young people with life changing opportunities, support and inspiration.” ("ASOS Annual Report 2012." Asos.annualreport2012.com. PDF, n.d. Web. Oct.-Nov. 2012.) Whether it is online or on mobile, Asos.com provides the best of shopping services. They have launched services from iPhone and iPad apps to shopping via Facebook technology; all to inspire, engage and capture their customers. Lastly, Asos.com’s ongoing mission statement, according to Nick...
tracking img