MKT 288 Technology in Fashion & Retail
Online Fashion Retailers: A look at ASOS
ASOS is one the online fashion retailers doing well today. Formally known as ASOS plc, the firm is based in London, Britain and deals in fashion and cosmetics selling the products through the internet (Senker, 2016). It was incepted in 2000 with a primary focus on young adults. From its stats, ASOS sells more than 850 brands and its own range of clothing and accessories, and ships to more than 200 nations from fulfilment centers in the UK, US and Europe.
ASOS’ Marketing Mix
Product
ASOS vends clothing, shoes, and beauty accessories among other fashion and cosmetic products to consumers directly. Customers purchase the commodities either through the merchant’s website or app technologies as writes Gipson (2014).The firm has been selling products of big brands such as Nike, Adidas, and Calvin Klein. However, recently, it launched its own brand known as Little ASOS for the kids. In 2015, the firm introduced women beauty products (Koumbis, 2019). Given that they can cater for different varieties of people, ASOS have an enormous marketing mix product portfolio in their portal.
Price
ASOS uses an affordable pricing strategy for its new and old products in general. Mainly, they offer high quality products at cheap rates. They also have a mid-season and end-season sales strategy in which they sell merchandizes at a much-discounted rate. Unlike its competitors who charge delivery fees all throughout, additionally, ASOS charges delivery only in some few situations according to Senker (2016). Facilitating this pricing strategy is the factor of e-commerce, which gives the company a massive competitive edge.
Place
Originally, ASOS was an internet-based podium for footwear and apparels’ shopping. Today, the firm also transacts its businesses through smartphone-based apps for both Androids and Iphones. Customers register in the website and apps and pay for products after which the firm sends them to the registered addresses. ASOS sells direct to its consumers. Initially, it had a central warehouses in London UK, but today, Koumbis (2019) confirms that it is decentralizing the warehouses, establishing them in different locations in UK and beyond from where they can easily supply the merchandizes.
Promotion
ASOS’ core basis of promotion is their website and mobile app. They consistently send emails and updates to the registered email ids of their customers. However, the firm also sends leaflets and booklets via post besides deliveries for their advertisements (Gipson, 2014). Recently, social media has also become instrumental for ASOS in promotion. The company recently created groups and communities on Facebook and Twitter to update constantly their customers about their products and discounts. The website, social media handles and mobile apps are linked together (Koumbis, 2019). While they help ASOS make shopping economical both in time and in money, and hence convenient, still, if you can purchase directly from the stores.
ASOS’ Target Market
Essentially, ASOS stock and supply footwear and apparel for different varieties of people. For instance, it caters for both men and women, and for children and adults. Nevertheless, the firm specifically targets the youthful generation, who have a sharp sense and taste for fashion and enough technological knowledge of the contemporary world. From its website, the firm states that "Our core customer is the twenty-something fashion-lover: an avid consumer and communicator who is inspired by friends, celebrities and the media” (ASOS, 2019). In another statement, the company states that it is “Empowering 20-somethings to look, feel and be their best so they can achieve amazing things” (ASOS, 2019). Thus, in particular, ASOS’ target market or main customers are persons between the ages of 16 to 34 years.
References
ASOS, (2019). The ASOS story. Retrieved from https://www.asosplc.com/asos-story
Gipson, L. (2014). Report and evaluation of the ASOS website. Norderstedt: GRIN Verlag.
Senker, C. (2016). ASOS: The story behind the iconic business. London: Wayland.
Koumbis, D. I. M. I. T. R. I. (2019). Fashion retailing: from managing to merchandising. S.L.: Bloomsbury Visual Arts.
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