Asos.com’s business model

E-business assignment by Lina Benseghir

What is asos.com Asos.com is a UK based virtual

merchant company specialized in fashion.

Asos exclusively sells trendy outfits, accessories & underwear for men and women through its website.

It also includes designer clothing & several collections by Kate Moss

What makes it uniquekey to success

The fashion style offered in asos.com is based on what has been seen on celebrities or fashion icon

A wide range of customers : kids, male & female

An innovative market approach : facebook, twitter & smart branding approach (using Kate Moss, worlwide fashion icon, for limited series collections…)

The other added value is that each outfit is accompanied by suggestions of complementary items e.g bag, shoes, scarves &even make-up that would look best with it.

Customers can also zoom on every side of the items, try the various colors & see how it looked on the celebrity that was wearing it and on which occasion it was).

Asos.com in the press… «  Launched in 2000 by Nick Robertson, ASOS.com is

firmly established as the UK’s leading online fashion store and authority on celebrity style. Specialising in fast fashion and celebrity style, ASOS.com offers an extensive range of own brand women’s and men’s fashion, designer labels, lifestyle accessories and cult beauty brands. ASOS.com is the second most visited on-line clothing store in the UK attracting over 2 million unique visitors per month, and has received numerous awards such as Drapers E-tailer of the Year 2006, Retail Week Online Retailer of the Year 2007, and Business XL Company of the Year 2007, to name a few.»

www.1888pressrelease.com

… still in the web press “London, UK, November 17, 2009 -- ASOS.com, the UK’s leading online

fashion store, has launched ASOSreviews.com, an exciting Twitter-powered feedback and reviews micro-site. The site follows ASOS.com’s hugely successful launch of ASOS Life, an online community that facilitates interaction and conversation between the brand and its consumers.

James Hart, eCommerce Director at ASOS.com, said ‘ASOSreviews.com is a great way for us to keep in touch with and be open about the real-time feelings of our customers. Its bright, visual nature gives us nowhere to hide and I’ll be making it not only visible to our customers but to all of our colleagues at ASOS HQ as well. It’s also a great feedback tool and the great thing is that the loop is already closed as our customer care team already monitor and respond to tweets directed at us 24/7. We are excited about the launch of the site and have some interesting plans for its future development.’”

www.newsalbum.com

Ways to extend the business

A fashion line for trendy « seniors » (over 50 – 60 years old)

Making a movie about the brand & its owner’s success story

Opening a :- asos.com fashion school- Fashion & design trends’ consultant agency- Sponsoring new designers in emerging

markets (Brazil, Russia, China, India)