Swot Analysis Of Asos

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1.0 Asos.com overview ASOS.com is securely recognised as the UK's leading online fashion store. It was launched in 2000 by Nick Robertson and is now the 3rd most visited apparel site in the world. ASOS.com headquarters are located in Camden Town, in North London. The industry which ASOS focuses on is online fashion and beauty retail. In addition, ASOS specialises in fast fashion and celebrity style while offering an extensive range of their own brand as well as others for women and men. ASOS.com not only allows you to buy clothes there is also the option of selling clothes as well as creating your own inspiration boards. The company targets mainly 16-34 year olds and offers more than 50,000 product lines across womenswear, menswear, footwear, accessories, jewellery and beauty and is admired for the speed at which it keeps up with the latest fashion trends. Leading them to globally grow at 142% year on year and earn revenues in excess of $500 million. They have websites in the UK, USA, France, Germany, Spain, Italy & Australia and ships from UK to over 190 other countries. ASOS.com is the second most visited on-line clothing store in the UK attracting over 2 million unique visitors per month. This has led them to receiving numerous awards such as Company of the Decade – Quoted Company Awards 2014. ASOS.com has got it all! The brand has invested heavily on the idea of creating a worldly experience online that is unparalleled to the shopping experience their target customers would gain in a store. ASOS have achieved this by creating a number of features for their budding customers. Examples include catwalk model videos of products for sale as well as unique competitions and also fashion finder for ideas and inspiration. “In just nine... ... middle of paper ... ... to be time consuming and if results are misinterpreted it could have a negative effect on employees. 5.2 Total Quality Management (TQM) "A holistic approach to the management of quality that emphasises the role of all parts of an organisation and all people within an organisation to influence and improve quality.’’ (Slack, Chambers and Johnston, 2004)‘ ASOS could take TQM on board in order for the company to achieve overall quality with all their activities. However TQM has to be applied accurately otherwise the opposite can occur and lead ASOS to be competing below the standard. For example, supply not meeting demand and when it is met the demand has disappeared as fashion trends have changed. Therefore in order for TQM to be a success a good supplier relationship is key. TQM would also allow ASOS to compete with high fashion but it may be costly. (appendix 3)

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