ASOS has a strong consumer base in the UK market and many Americans already import from the company. In just ten years ASOS became the number one independent retailer in the United Kingdom, so there is defiantly potential for growth in United States. Currently ASOS.com attracts over 6.9 million unique visitors a month and has 2.9 million registered users. (http://www.asos.com/infopages/pgeaboutus.aspx)
Products on the current ASOS site are constantly updated, at the rate of up to 500 new items per week, will keep consumers interested in the site. Insuring that ASOS.com consistently has consumers returning to see what is new is vital to both the UK site and the new American site.
An excellent customer service team is another one of ASOS’s biggest strengths. Recent awards include: •December 2009- Best Customer Experience – eCommerce Awards for Excellence •November 2009- Drapers Awards 2009 - E-tailer of the Year •June 2009- Retail Week Technology Awards - IT Team Of The Year (http://www.asos.com/infopages/pgeaboutus.aspx)
ASOS is also a very ethically involved company. Participating in social responsibility programs that support carbon neutrality, human rights and workers rights issues, as well as animal welfare. ASOS also makes charitable donations to The Prince’s Trust, Udayan Care and Oxfam. Social responsibility and carbon neutrality are both big issues for consumers and supporting these causes is a definitive strength. (http://www.asos.com/infopages/asos-corporate-social-responsbility.aspx) Weaknesses
The lack of “brick and mortar” stores may be a turn off to many consumers. Many people refuse to buy clothing with out being able to try the garment on. This is especially true for people buying shoes. Others may have concerns about being able to return their items. This shuts out a segment of ASOS’s potential market. ASOS would be entering an untested market by coming to the United States. The idea of replicating celebrity...