Case Study: ASOS
Case Study: ASOS
ASOS (As Seen On Screen) launched as an online retailer in 2000 and is now the UK 's largest online fashion and beauty retailer. The company now has over 35,000 branded and own label products available. ASOS has websites targeting the UK & much of Europe, USA, and Australia and ships to over 190 other countries from its central distribution centre in the UK.
ASOS has been increasingly successful through marketing their products and brands online without the facility of a physical store like rivals such as Topshop and River Island. There are a number of factors which have contributed to ASOS 's success including no limitations on space to display items; the website is easy to navigate around; it 's accessible 24 hours a day and can cater to busy lifestyles; ASOS runs promotional offers for students which is a large part of their target audience as young adults and it also plays host to a number of popular high street brands such as River Island and French Connection.
ASOS 's sole online presence means it has no limitations on space or stock unlike physical stores and it is therefore easier to display a larger range of products in a single place. This factor means that ASOS can target a larger social demographic as they can offer a larger range of products. There main demographic is a low-middle class, 16-25 age group with a small-medium disposable income. They especially target this audience through their own brand. However, because of ASOS 's online presence and unlimited space they are also able to offer premium and luxury brands as well as second-hand and vintage clothing appealing to a broader market.
In terms of behavioural segmentation, the consumer behaviour of ASOS 's prime target audience has changed over years and it has become increasingly difficult to shop within allocated opening times that physical stores are restricted too. Online retail means people can shop from their home or office - or any other location from a
ASOS (As Seen On Screen) launched as an online retailer in 2000 and is now the UK 's largest online fashion and beauty retailer. The company now has over 35,000 branded and own label products available. ASOS has websites targeting the UK & much of Europe, USA, and Australia and ships to over 190 other countries from its central distribution centre in the UK.
ASOS has been increasingly successful through marketing their products and brands online without the facility of a physical store like rivals such as Topshop and River Island. There are a number of factors which have contributed to ASOS 's success including no limitations on space to display items; the website is easy to navigate around; it 's accessible 24 hours a day and can cater to busy lifestyles; ASOS runs promotional offers for students which is a large part of their target audience as young adults and it also plays host to a number of popular high street brands such as River Island and French Connection.
ASOS 's sole online presence means it has no limitations on space or stock unlike physical stores and it is therefore easier to display a larger range of products in a single place. This factor means that ASOS can target a larger social demographic as they can offer a larger range of products. There main demographic is a low-middle class, 16-25 age group with a small-medium disposable income. They especially target this audience through their own brand. However, because of ASOS 's online presence and unlimited space they are also able to offer premium and luxury brands as well as second-hand and vintage clothing appealing to a broader market.
In terms of behavioural segmentation, the consumer behaviour of ASOS 's prime target audience has changed over years and it has become increasingly difficult to shop within allocated opening times that physical stores are restricted too. Online retail means people can shop from their home or office - or any other location from a