Asos.Com : a Case Study

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ASOS.COM : A CASE STUDY
Founding: ASOS stands for “As Seen on Screen”. ASOS.com was launched in June 2000 by a former advertising executive, Nick Robertson (current CEO). It was started as a niche company selling affordable versions of clothes that TV viewers had seen worn on screen. The idea was all shoppers would have to do was click on the name of their favorite celebrity, select the copycat outfit and it would arrive through the mail in a few days’ time. It has since changed to selling a huge variety of fashion and beauty products. Brief History of Critical Incidents

* 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
Ownership and Management Structure: ASOS.com is a public limited company (plc). This means that the business is owned by shareholders and that its shares can be purchased by the general public. ASOS.com shares are traded on the Alternative Investment Market (AIM), which is part of the London Stock Exchange. The asos.com board consists of: * Chairman - Waheed Alli

* Chief Executive - Nick Robertson
* Finance Director and Company Secretary - Nick Beighton
* International Director - Jon Kamaluddin
* Product and Trading Director - Robert Bready
* Non-Executive Director - Karen Jones
* Non-Executive Director - Mary Turner
*...
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