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Profile of Asos: A fast growing online clothing retailer

Asos, based in the UK, is a leading online retailer of clothing, footwear, accessories, beauty products and grooming products.

This report explores:

  • The development of Asos and its strategy of capitalising on the growth of online retailing
  • How the company has worked to satisfy consumer demand for fast fashion products
  • Asos’s business strategy, corporate social responsibility (CSR) policies and achievements
  • The company’s financial performance, products, sourcing operations and technologies
  • An outlook for the future

Profile of Asos was published in issue 39 of Global Apparel Markets and in issue 192 of Textile Outlook International 

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Issue 39 of Global Apparel Markets contains a total of five reports, which are:

  • Talking strategy: how ethical is your brand? (13 pages)
  • Profile of Asos: a fast growing online clothing retailer (25 pages)
  • Product developments and innovations, June 2018 (17 pages)
  • Global apparel trade and trade policy: regional trends in clothing imports and consumer expenditure and national trends in five emerging markets, June 2018 (28 pages)
  • Business update, June 2018 (21 pages)

A single issue of Global Apparel Markets, delivered in printed format only, costs:

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A single issue of Global Apparel Markets, delivered in printed and electronic format (single user licence), costs:

£501.40 / €819 / US$1,063

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An annual subscription to Global Apparel Markets includes four issues, each of which contains five reports. In addition, subscribers receive 12 issues of Global Apparel Update.

An annual subscription to Global Apparel Markets, delivered in printed format only, costs:

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An annual subscription to Global Apparel Markets, delivered in printed and electronic format (single user licence), costs:

£1,337 / €2,183 / US$2,835

Profile of Asos:

A fast growing online clothing retailer

This 25-page report explores:

  • The development of Asos and its strategy of capitalising on the growth of online retailing
  • How the company has worked to satisfy consumer demand for fast fashion products
  • Asos’s business strategy, corporate social responsibility (CSR) policies and achievements
  • The company’s financial performance, products, sourcing operations and technologies
  • An outlook for the future

asos-report-standing

Asos, based in the UK, is a leading online retailer of clothing, footwear, accessories, beauty products and grooming products. The company has achieved significant growth since its establishment in 1999, and it now operates eight local language sites, as well as offices and distribution facilities in various locations around the world. Asos has benefited hugely from the trend of rapid growth in sales through online retailing, and the company boasts 16.5 mn active customers worldwide. Furthermore, its websites attract hundreds of millions of visits per month. The company is committed to offering its customers the very latest fashion products by stocking its own brands and third party brands, and it launches 5,000 new styles each week. Also, the company is dedicated to providing its customers with the best online retail experience, and is exploring the use of technologies such as artificial intelligence (AI) in order to achieve this. This report explores the development of Asos as it has capitalised on the growth of online retailing and worked to satisfy consumer demand for fast fashion products. Furthermore, it discusses Asos’s business strategy, corporate social responsibility (CSR) policies and achievements, financial performance, products, sourcing operations and technologies, and it provides an outlook for the future.

SUMMARY

INTRODUCTION

Employees and culture
Sourcing
Websites and customers
Geographical markets
Growth of online retailing

ONLINE APPAREL RETAIL MARKET

COMPANY DEVELOPMENT

Website visits and customers
Employees
Products

PRODUCTS

Product range
Products for women
Products for men
Design and pattern cutting
Environmental sustainability

SOURCING

TECHNOLOGY

Investment in information technology (IT)
Fulfilment facilities
Customer service
Marketing
Artificial intelligence
Style Match visual search technology
Finance, merchandising and planning systems

STRATEGY

Areas for growth

CORPORATE SOCIAL RESPONSIBILITY

Environmental policy
Ethical trade strategy
Impact of Asos’s business on the environment
Customer deliveries
Buildings
Packaging

FINANCIAL PERFORMANCE

OUTLOOK

List of tables

Table 1: Online and overall apparel retail sales by region, 2017
Table 2: Asos: financial summary, 2012/13-1st half 2017/18
Table 3: Asos: retail sales by geographical region, 2015/16-1st half 2017/18

List of figures

Figure 1: Asos: breakdown of carbon footprint by operations, 2016/17

robinanson

Robin Anson, Editorial Director, Textiles Intelligence

Robin Anson is MD of Textiles Intelligence and a leading worldwide authority on textile and apparel industry strategy and trade issues with a career spanning 40 years. Previously having worked for The Economist for seven years, he founded Textiles Intelligence in 1992. As well as his role in Textiles Intelligence, Robin writes for textile and apparel publications, frequently speaks at textile industry conferences around the world, and is a commentator on textile industry issues in the financial press and on radio and television.

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