||This article appears to be written like an advertisement. (August 2010)|
"Discover Fashion Online"
|Traded as||LSE: ASC|
Chairman: Brian McBrideChief Executive: Nick Robertson
|Products||Clothes, Shoes, Accessories, Beauty. Designer and Own Brand|
|Net income||£29m (2012)|
|Employees||4000 (500 in Camden Town,500 in Hemel Hempstead 3000 in Barnsley)|
ASOS.com (// AY-soss) is one of the UK's largest online-only fashion and beauty stores. Primarily aimed at 18–34 year old men and women, ASOS sells both branded fashion goods and its own range of clothes. Sales for the financial year ending 31 August 2013 were £753.8 million. In May 2012, ASOS reported a jump in pre-tax profits from £15.7 million to £30.3 million, with sales up 46% at £495 million.
ASOS.com is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty. ASOS has websites targeting the UK, USA, France, Germany, Spain, Russia, Italy, Australia and China and also ships to over 237 other countries from its two distribution centres in the UK.
ASOS has over 21.3 million unique visitors a month and as of 31 August 2013 had 7.1 million active customers from 160 countries (defined as having shopped on ASOS in the last 12 months). As of October 2013[update], it has 7 million active users worldwide.
ASOS's headquarters are located in Camden Town, within a building known as Greater London House. As of 2013[update], its main fulfillment centre is in Barnsley, Yorkshire, which has 3,000 workers. Customer Care department is based in Hemel Hempstead.
ASOS was established in June 2000 by Nick Robertson and Quentin Griffiths. ASOS now has over 4,000 employees and is the United Kingdom's largest independent online and fashion beauty retailer.
Despite deprecating its original meaning (As Seen On Screen), ASOS is still written as an uppercase acronym; the exception to the rule being the new company logo designed by Ben Lewin as part of new visual identity and introduced in 2008 where it is stylistically shown all in lower case.
In October 2001, ASOS PLC Holdings was admitted to AIM on the London Stock Exchange.
- 2000 - ASOS launched
- 2001 - ASOS PLC Holdings was admitted to AIM on the London Stock Exchange
- 2004 - Introduced ASOS own label for Women
- 2004 - Maiden profit
- 2005 - Launched ASOS Beauty
- 2005 - Buncefield Fuel Depot explosion closes business for 6 weeks - £5m of stock lost
- 2006 - First UK online store to launch catwalk
- 2007 - Launched ASOS Magazine
- 2007 - Introduced ASOS own label for Men
- 2008 - Launched ASOS Outlet
- 2009 - Launched ASOS Petite
- 2009 - Launched Designer Store
- 2009 - Launched ASOS Life
- 2010 - Achieved CarbonNeutral company status
- 2010 - Launched ASOS Mobile
- 2010 - Launched ASOS France
- 2010 - Launched ASOS Germany
- 2010 - Launched ASOS USA
- 2010 - Launched ASOS Marketplace
- 2011 - Launched ASOS Facebook Shop
- 2011 - Launched ASOS Fashion Finder
- 2011 - Launched iPhone and iPad app
- 2011 - Launched ASOS Spain
- 2011 - Launched ASOS Italy
- 2011 - Launched ASOS Australia
- 2012 - Opened first international office in Sydney, Australia
- 2013 - ASOS recalls radioactive belts contaminated with Cobalt 60
- 2013 - Launched ASOS Russia and China
ASOS provides potential customers with individual catwalk model videos of most clothing items on the site. Additionally, it runs a fashion blog with articles relating to celebrities and entertainment. ASOS links relevant items within these posts to clothes on the main retail site.
ASOS Outlet is the discount arm of ASOS and offers end of line and previous season products at a discounted price. It is linked to from the main ASOS page and competes with other online discount E-tailers such as secret sales, FillMyCloset, BrandAlley and iShopStyle. ASOS Outlet is a foray by ASOS into the discount sector and has often been likened to an online TK Maxx discount store.
ASOS Fashion Finder
Fashion Finder showcases fashion trends and also links to products by rival retailers if the product the shopper is looking for isn’t sold on Asos. The site also allows users to build and share outfits from their favourite brands and hosts catwalk videos.
Little ASOS was a children's collection launched by ASOS in mid-February 2009 that was eventually phased out in the beginning of 2011. The collection was designed to cater to ASOS babies up to 24 months and girls and boys aged from 2 to 8 years. As well as stocking ranges from high fashion brands including Diesel, Tommy Hilfiger, Miss Sixty and True Religion, Little ASOS offered a number of boutique and independent labels such as Cath Kidston, No Added Sugar and Bob & Blossom. The collection also featured a number of UK and online exclusives. It was the sole UK stockist of Lee Kidz, a denim and casual wear range for girls and boys from classic US denim brand, Lee. High-profile footwear labels including Converse, Havaianas and Ugg were also available to purchase. Little ASOS was cancelled in the beginning of 2011 for it was no longer a profitable operation.
ASOS Life, which launched 13 April 2009 in beta and officially launched to the public 6 May 2009, is a section of the ASOS.com site which allows users to create their own profiles and communicate through forums, blogs and groups. The pure-play retailer announced the launch of the ASOS Life community through Twitter and Facebook.
The site features blogs from members of employees, and a help forum that allows customers to answer each other's questions. In addition, an 'ideas' section permits customers to submit suggestions for site improvements and rate each other’s suggestions. ASOS Life was later renamed ASOS Blogs and can be accessed through a tab added to the main navigation bar, titled Blogs.
On 17 November 2009 ASOS launched 'ASOS Premier' which was a new delivery loyalty scheme, similar to that of Amazon.co.uk with 'Amazon Prime'. ASOS Premier has only initially launched and become available to those living in the UK, although international development has not been ruled out for the future, dependant on future international development of the company. ASOS Premier offers free Next Day Delivery and Nominated Day Delivery and free Returns via collection on unlimited orders for £9.95 per year.
ASOS also publishes a monthly magazine which launched in 2007. Currently 18th in the UK with a readership of 449,971 and geared towards females, ASOS magazine is currently distributed in the UK. For those who do not have easy access to the hardcopy, an online version is available on the site where consumers are able to click and buy immediately while browsing.
In the final quarter of 2010, ASOS launched three international stores in France, Germany and the US. In September 2011 they launched three more sites in Australia, Italy and Spain. International sales increased by 142% during the 2010 financial year. With the large success in the international market ASOS opened its first international office in Sydney, Australia, in 2012.
On 27 January 2011, ASOS launched a Facebook application that allows customers to make purchases from the store without having to leave the social-networking site. It has since closed with the old link redirecting to the ASOS website.
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- Young, Vicki M. (30 October 2013). "WWD CEO Summit: Asos.com's Nick Robertson Looks to the Future". WWD. Retrieved 1 November 2013.
- ASOS sees significant growth Call Centre Clinic[dead link]
- Growing Business Success Stories - ASOS
- "ASOS profits jump 41pc on international expansion". The Daily Telegraph (London). 2 June 2011.
- Official website of ASOS
- ASOS Outlet
- ASOS Beauty
- ASOS Fashion Finder
- ASOS Marketplace official website
- ASOS traffic rank - Alexa
- ASOS launches full shop entirely within Facebook Metro
- Asos Sales Double as Britons Seek Online Discounts Bloomberg
- ASOS 'superb' show boosts sales by 108% Daily Mail
- ASOS almost doubles sales The Guardian
- Asos passes a crucial test but Dolcis fails The Times
- Strong Christmas sales for ASOS BBC News
- Asos guns for slice of discount spend. Drapers Online
- Asos: cutting edge fashion on the web The Times
- About ASOS.com Includes timeline of the company's growth.