Case asos Essay

As Seen On Screen launched as an online retailer in 2000 and is now the UKs largest online forge and beauty retailer. The company now has over 35,000 branded and accept differentiate products avail up to(p). ASOS has websites targeting the I-JK much of Europe, USA, and Australia and ships to over 190 some other countries from its central distribution marrow squash in the I-JK. ASOS has been increasingly successful through merchandising their products and brands online without the instalment of a bodily store like rivals such as Top graze and River Island. in that respect argon a government issue of factors which squander contributed to ASOSs success ncluding no limitations on space to display items the website is easy to navigate around its complaisant 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 five-year-old adults and it likewise plays host to a number of popular high high road brands such as River Island and French Connection. ASOSs sole online presence factor it has no limitations on space or stock unlike strong-arm stores and it is at that placefore easier to display a large effigy of products in a single place.This factor means that ASOS can target a larger social demographic as hey can offer a larger range of products. There main demographic is a low-middle class, 16-25 age root word with a small-medium disposable income. They especially target this audience through their own brand. yet, because of ASOSs online presence and unlimited space they are also able to offer bounty and luxury brands as well as second-hand and vintage clothing appealing to a broader securities industry.In terms of conductal segmentation, the consumer behaviour of ASOSs prime target audience has changed over years and it has blend in increasingly difficult to shop within allocated opening times that physiologic stores are restricted too. Online retail means peo ple can shop from their home or office or any other fixture from a computer, tablet device or smartphone and Internet access. The product range that can be found on the ASOS website is more extensive than some competitors as from there own brand to hosting other brands such as French Connection and River Island.The fact that they can host a immense range of brands adds to the convenience factor for shoppers as they are able to swan several brands by only visiting one site. The ranger of low-end premium brands that are offered ensures in targets all markets and can easily meet guest needs. roducing short videos of models in products to help customers further scrutinise a authority purchase. This helps to convince people that an item is right for them and combats the inability to try in the lead you spoil.This set upd differentiation from their competitors and also almost eliminates the need to purchase goods physically. From a marketers point of view, ASOS having a presen ce solely online is has an advantage for a number of reasons. Firstly, they dont read the cost of overheads that a physical store would. Secondly, through marketing products online there is more opportunity to expand and target other markets. A strong online presence is an easy way to target global market from one base this is illustrated as much of their sales and revenue step-up is referable to international expansion.It also allows them to extend their range to children, men and other countries while taking into consideration geodemographic segmentation as many places have different cultures, religions and climates. However, although marketing fashion online can be precise good it does have some disadvantages. One disadvantage is the returns of products are higher than physical stores this is probably because consumers are not able to try before they buy. However ASOS do what they can to keep this to a minimum and have been successful as they have lower returns than most ot her catalogues.This could be due to catwalk facility or sales of brands that are also available on the high pass so people whitethorn have seen them physically in-store for slip, River Island. As ASOS do not have a high street presence they need to put in more effort to deepen its brand recognition which possibly means spending more currency on advertising & marketing specific items. Almost all of ASOSs main competitors have both physical and online access which could put ASOS at a disadvantage.Finally, there will be some consumers that would fall on a lower floor ASOSs target market that will never be influenced to buy online and this is when a physical store would be estimable. ASOS have a strong, firm customer base with positive reviews and feedback on the excellent service they provide and their diverse, up-to-date range of products. ASOS are also recognised as an ethically involved brand promote social responsibility this all draws new(a) consumers and ensures their br and and products are displayed in the best possible light.An issue that may concern some consumers hen it comes to online retail is the delivery and returns however ASOS has maintained an excellent reputation for speedy and convenient returns as well as smooth, easy and free returns. ASOS have also proven to be very innovative with successful mobile interfaces, an app, and online and print magazine providing a mannequin of platforms to showcase their products consistantly and rapidly while also highlighting popular products, competeitions and promotions.It also ensures their audience have even easier access to products while on the attain again catering to the lifestyles and behaviours of their segmented market. ASOS take advantage of this. So far, they have been successful at interacting with their customer via social media, blogs and their website. Many of its competitors for example HM (who have the biggest facebook shopping fanbase) and Zara already have a strong social medi a presence so ASOS need to ensure it remains at the forefront.Although ASOS have many strengths there are also threats that could befoul their reputation for example the fact that they sole trade is online could be seen as a major risk if they were to be affected by IT visitation something ASOS have no control over. Ultimately this could mean loss in sales and reputation as a reliable website. People principally have concerns regarding the increased risk of online hacking, ASOS could have something in place for this.Finally, there is growing competition online as competitors are becoming more conscious(predicate) of success online has to offer and therfore ASOS need to think of ways to differentiate their brand. There are areas where ASOS are at a disadvantage to their competitors for example, their lack of brick & motar with no physical shop to display products. As a result, ASOS would only be suitable for people with internet access. There is also no facility to try before yo u buy which may make their audience antipathetical as they may be concerned about the ease of returns in spite of reviews.The ASOS website and product range is also quite extensive and could become overwhelming. contempt ASOS growing success, especially in the current recession, they still have opportunities to make their brand and expand. It would be beneficial to target customers outside of its usual market and expand on male ranges and plus size ranges as there is a growing market for both of this areas. There is also a variety of ways to ship goods cheaply now and it would be beneficial o explore these and offer them to their customers.