“The word on the street is ASOS.” Evening Standard
When writing a blog dedicated to online fashion, it would be a crime not to mention ASOS. The company- whose name stands for ‘As Seen On Screen’- was launched in June 2000, and has rocketed from success to success in its first decade. ASOS.com is the UK's largest independent online fashion retailer, with over 35,000 branded & own label products and over 1500 new lines added each week (ASOS website). ASOS’s target market is 16-34 year olds, prices ranging between £5 and £300, making it a good destination whether it’s the week before pay day, pay day, or a special occasion. The company, deemed “The undisputed champion of online fashion” by the Times Magazine, is rapidly becoming the market leader in the UK online fashion world (ASOS website). We can see why the company deserves this title, as ASOS attracts over 6.9 million unique visitors a month and has 2.9 million registered users (ASOS website).
So, how has a company with no physical store or catalogue- ASOS is a pure-play retailer- been so successful? After 6 months of launching the company, in December 2000, ASOS was Voted 'Best Trendsetter' by The Sunday Times (ASOS website). ASOS saw sales increase by 47% year-on-year for the three months to 30 September 2010 (Mintel 2010). The company’s retail sales for the period rose to £69.7million, and UK sales were up 21% to £43.7million (Mintel 2010).
Simples?
One reason, is that the site design is clear and accessible to the consumer. In particular, ASOS’s product information excels itself; each item has four angles to view, plus zoom, AND a catwalk. This is an innovative way of tackling the problem of online shopping- being unable to try items on or feel them (you can zoom so close that the intricate details of the fabric are visible). The catwalk is unique, very few e-retailers have them, and is a great way for consumers to see how to wear the item, with that added extra of it being modelled the same way as designer brands.
The consumer can search as broad or as narrow as they wish. For example, you can “view all” (although you would be there a while because there are hundreds), or you can view items by brand, or click:
“Category: Tops
Sub category: Day Tops
Size: 8
Colour: Black
Price Range: Between £5 and £50
Brand: All Saints”
The consumer can search for EXACTLY what they want, saving time and effort scrolling through thumbnail images of clothes that are too small to see properly anyway.
Community Fashion Watch
ASOS go further than other e-retailers to engage and interact with consumers.
Star Style The latest celebrity outfits: hit or miss? Discuss!
Beauty Looking good starts here – share your tips to becoming beautiful.
Introduce Yourself! New to ASOS Life? Make friends here!
General The place to wax lyrical about all other stuff.
Help & Feedback Forum Live help from Customer Care.”
There are a variety of forums, all featuring relevant discussions, but Introduce Yourself! is completely unique. ASOS have created a place for people to socially acceptably make friends online- it always sounds a bit desperate when people say on an e-retailer’s Facebook: “add me as a friend”, doesn’t it?! Here, there’s no pressure to make awkward conversation, no pressure to socialise when you’re not in the mood, and no need to make time to see people. For example:
hey ppl!
hey i was on asos a while ago but am going 2 start properly bloggin from now on. i love fashion, music and art. id love 2 make friends with ppl of the same interest, r even just talk about the latest trends r whatever!!
lots of love
ellie xxx
lots of love
ellie xxx
Hello Ellie, welcome back. What are you fav looks at the mo? You'd look good in 50's glam. J xxx
hey janinea, my fav looks? ummm, well like u said i do love 50s style, i love the site vivien of holloway, really pretty fabrics and waist cinchers. i love the rocker kinda look 2. i dont really have a particular style, depends what mood im in, might do a reimage soon, think i need a drastic change. how about u? who are your style inspirations?
Welcome to ASOS Life, Ellie! I think you've got a friend in me because I enjoy talking about those topics. I've not done a proper introduction to anyone here, I don't think. I'm 21 years. American (Texas, of all places). So, where are you from? How would you describe your style? Anyway, happy blogging.
Hey eccentricate :) tanx 4 da add, agen :) yeah i tink me and you are very similar, im going to try upload some of my scrapbook photos soon, c how my computer copes 1st haha. im 22 and from dublin ireland. wow texas? would love 2 go there.
yeah Ellie me too! i live in the United States (Florida) & always want to visit the U.K I love fashion, photography, art, music, culture, trends etc, love love love i live & breath it hahaha so im always wanting to make new friends into the same thing because it's hard making friends who like that stuff here where i live! hahaha
Heya Ellie, I had a look at Vivien Holloway and it's really you completely. I think 50's style is coming back but it's just on the horizon at the moment. I've not found a designer that I adore, just bits and pieces here and there. I love at the moment high waisted trousers / jeans with wide bands and puff sleeve blouses, pretty short flared skirts and go for a corset under a plain classic dress for a special occasion.
This enables people to express their personal style and comment on each others. It is easy-going; people can reply whenever they have time, and there is no limit to how many can join in. It is a great way for like-minded people to discuss their interests for fun- and ASOS’s creation of this platform is successful as all participants strengthen their brand identity through this community.
After reviewing ASOS’s website, it is easy to see why the company have done so well. The site is much more personal than other e-fashion retailers, creating a friendly vibe that encourages people to spend hours procrastinating, indulging their fashion interests in a way that they may be unable to do so with their friends and families. The clear site design & product information, coupled with the sociability of ASOS.com propel the company into the future, leaving other e-retailers stumbling to catch up.
Hi Rosy, great piece. I like your analysis of ASOS's success, I agree it is about the website and the sociability of it, consumers can really become involved in the brand and are actually talking to the business which is a fantastic position for a retailer to be in. 1500 new lines a week is astonishing, this is something that an offline retailer could never achieve due to space restrictions so that is a key area that you could think about. Helen
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