ASOS Design, Marketing and Pricing Report

POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL
ENVIROMENTAL
LEGAL
“PESTLE”
BREXIT HAS HAD A PROFOUND EFFECT ON THE ABILITY COMPANIES HAVE WITH
TRADING. ASOS USE A VAST QUANTITY OF HIGH-STREET RETAILERS WHO VERY
OFTEN PRODUCE THEIR PRODUCTS OVERSEES- THIS MAY AFFECT TRADE AGREEMENTS.
PEOPLE ARE BECOMING MORE APPREHENSIVE ABOUT SPENDING MONEY DUE TO THE
UNCERTAIN FINANCIAL SITUATION IN THE UK. THIS IMPACT WHERE PEOPLE SPEND
THEIR MONEY AND HOW MUCH THEY ARE WILLING TO BUY INTO A PRODUCT.
ETHICAL TRADING, SUSTAINABLE SOURCING AND ANIMAL WELFARE HAVE ALL BECOME
FACTORS THAT PEOPLE ARE CONSIDERING IN A FAST-FASHION INDUSTRY. PEOPLE
ARE MORE INTERESTED AND AWARE OF WHERE THEY GET THEIR CLOTHES FROM.
Online retailing has become a convenient option with the encouragement
of social media platforms that are able to connect customers with
different brands. Influencers also have a profound effect on customer
consumption by creating hype around the brands that promote them.
Sustainable and ethical production is becoming more attractive as people
are becoming more aware of how their products are made. Companies such
as ASOS are starting to collaborate with different suppliers, brands and
organisations to introduce industry-wide change.
Companies have a big responsibility to provide products that comply with
guilt-free products. Ethical trade programs/partnerships, sourcing’s
maps and third-party reliability are all things that ASOS have
introduced early on into their brand.