ASOS Design, Marketing and Pricing Report

“BRAND HISTORY”
FORMERLY KNOWN AS ASSEENONSCREEN, ASOS LAUNCHED IN 2000 OFFERING ITS CUSTOMERS A
PLATFORM TO PURCHASE CLOTHING THAT HAVE BEEN SEEN IN FILM OR TV. THE MAJOR RETAILER
OFFERS THIRD-PARTY BRANDED FASHION, AS WELL AS ITS OWN COLLECTION LINE OF CLOTHING,
ACCESSORIES AND COSMETICS. WITH OVER 850 FEATURED BRANDS ON THEIR WEBSITE, AS WELL AS
SHIPPING TO OVER 200 COUNTRIES, ASOS OFFERS ALL ITS CUSTOMERS AFFORDABLE, TREND
INSPIRED FAST FASHION. AT THE TIME OF ITS LAUNCH IT WAS EXPECTED TO “NEVER GOING TO
WORK” 1 AND IT’S ONLINE-ONLY PLATFORM WAS DESCRIBED AS A “FAD” 1 BY MANY COMPETING HIGH
STREET RETAILERS. THEY STILL CURRENTLY HAVE NO PHYSICAL STORES WHICH PREVIOUSLY MADE
MANY PEOPLE QUESTION ITS ABILITY TO SUCCEED WITHOUT THE SENSORIAL EXPERIENCE OF
SHOPPING IN STORE. NINETEEN YEARS LATER THE BRAND HAS BEEN ESTIMATED TO HOLD A NET
WORTH OF OVER £6.1B, PROVING THAT IT WAS A HUGE INNOVATOR TO THE SUCCESS OF THE ONLINE
SHOPPING EXPERIENCE.
2. 3.
FIG.2 ASOS PLC
FIG.3 ASOS PLC