ASOS.com

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ASOS.com
Type Public
Traded as LSEASC
Industry Clothing retail
Founded June 2000
Headquarters London, England
Key people

Chairman: Brian McBride

Chief Executive: Drew Maikol Marraco Suárez
Products Clothes, shoes, accessories, beauty
Revenue £753.8m (2013)[1]
Net income £29m (2012)[1]
Employees 4,000 (500 in Camden Town, 500 in Hemel Hempstead 3,000 in Barnsley)

ASOS.com (/ˈsɒs/ AY-soss)[2] is a British online fashion and beauty store. Primarily aimed at young adults,[3] ASOS sells over 850 brands as well as its own range of clothing and accessories. Sales for the financial year ending 31 August 2013 were £753.8 million.[4] As of August 2013, ASOS PLC has an estimated net worth of £159 million.[5] In May 2012, it reported a jump in pre-tax profits from £15.7 million to £30.3 million, with sales up 46% at £495 million.[6]

ASOS.com is a global online fashion and beauty retailer, offering over 50,000 branded and own-label product lines across womenswear, menswear, footwear, accessories, jewelry and beauty. The warehouse has new products coming in each week. ASOS has websites targeting the UK, Australia, USA, France, Germany, Spain, Russia, Italy and China. It also ships to over 237 other countries from its two distribution centres in the UK.[3]

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).[3] As of October 2013, it has 7 million active users worldwide.[7]

ASOS's headquarters are in Camden Town, within a building known as Greater London House. As of 2013, its main fulfilment centre is in Barnsley, South Yorkshire, which has 3,000 workers.[7][8] The Customer Care department is based in Hemel Hempstead.[9]

History[edit]

ASOS was established in June 2000 by Nick Robertson[7] and Quentin Griffiths. It now has over 4,000 employees and is the United Kingdom's largest independent online and fashion beauty retailer.[citation needed]

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. The company was brought to the market by Andrew Regan, the financier, who reversed As Seen on Screen, as it was then known, into Brindle Limited, a shell company created by a consortium of fellow Monaco investors that included Nigel Robertson. The AIM listing raised only £255,000 (£95,000 after expenses) and put a value of £12 million on the business in 2001. [10]

Brief History:

  • 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[11]
  • 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 – Opened its first office outside the South West, in Birmingham [12]
  • 2013 – ASOS recalls belts contaminated with radioactive Cobalt 60 [13]
  • 2013 – Launched ASOS Russia and China[7]
  • 2013 – ASOS launched its first contact centre in the US to service its US customers located in Rochester, NY.
  • 2014 – On 20 June a fire in their Barnsley warehouse caused them to stop taking orders for almost 3 days, until 22 June[14][15]

Features[edit]

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[edit]

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, SecretSales,[16] FillMyCloset,[17] BrandAlley and iShopStyle. Outlet is a foray by ASOS into the discount sector and has often been likened to an online TJ Maxx discount store.

ASOS Fashion Finder[edit]

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. Fashion Up is a new mobile phone application launched to serve as a guide to each new season with highlights on products and trends.

Little ASOS[edit]

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 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[edit]

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.

Existing customers have the same login for the e-commerce and community site, but a username has to be chosen to gain access to ASOS Life.

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.

ASOS Premier[edit]

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, dependent 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 Premier USA offers free Express delivery for an entire year for only $29. All premier accounts also receive advance sales notifications and pre-sale discount codes. ASOS Premier account members also receive for free ASOS magazine, 10 issues a year.

ASOS Magazine[edit]

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.

ASOS International[edit]

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.[18] With the large success in the international market ASOS opened its first international office in Sydney, Australia, in 2012. ASOS extended to the US in September 2013 in Rochester, NY.

Facebook application[edit]

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.

Sponsorship[edit]

As of the start of the 2014 Formula One season, ASOS.com has been a sponsor of the McLaren Formula One team. It was originally assumed that the sponsorship would be a one-off deal lasting only the duration of the 2014 Australian Grand Prix, the inaugural race of the season.[19] However, this has been proven false, as the ASOS.com logo can be clearly seen on the back of the rear wing of the 2014 McLaren Formula One car, the McLaren MP4-29, throughout the 2014 season so far.

References[edit]

  1. ^ a b "ASOS PLC, ASC:LSE profile - FT.com". Markets.ft.com. Retrieved 2014-02-23. 
  2. ^ Wang, Connie; Marinelli, Gina (19 March 2012). "29 Of Fashion's Biggest Mysteries, Solved!". Refinery29. Archived from the original on 7 April 2012. Retrieved 7 April 2012. 
  3. ^ a b c "About ASOS". ASOS.com. Archived from the original on 7 April 2012. Retrieved 7 April 2012. 
  4. ^ "Asos sales boosted by international growth". BBC News. 2 June 2011. Archived from the original on 7 April 2012. Retrieved 7 April 2012. 
  5. ^ "ASOS Plc". Opencompany.co.uk. Retrieved 16 April 2014. 
  6. ^ "As seen on everyone...ASOS boss Nick Robertson on world domination". Evening Standard. 21 June 2012. Archived from the original on 23 June 2012. Retrieved 7 April 2012. 
  7. ^ a b c d Young, Vicki M. (30 October 2013). "WWD CEO Summit: Asos.com's Nick Robertson Looks to the Future". WWD. Retrieved 1 November 2013. 
  8. ^ ASOS sees significant growth OneHydra
  9. ^ "Jobs at ASOS – FAQs". ASOS. Retrieved 2014-02-23. 
  10. ^ Richard Fletcher (2014-06-06). "Darling of the dotcoms was a born survivor". thetimes.co.uk/. Retrieved 2014-07-01. 
  11. ^ Card, Jon. "Growing Business Success Stories – ASOS". Growingbusiness.co.uk. Retrieved 2014-02-23. 
  12. ^ Enda Mullen (2013-04-01). "Fashion chain ASOS opens up in Birmingham". Birminghampost.co.uk. Retrieved 2014-02-23. 
  13. ^ Simon Neville (2013-05-27). "Asos pulls belts in radioactive scare". The Guardian. Retrieved 2014-06-03. 
  14. ^ Scott Campbell (2014-06-21). "ASOS fashion warehouse "badly damaged" in fire". The Telegraph. Retrieved 2014-06-21. 
  15. ^ "ASOS status monitoring". Retrieved 2014-07-03. 
  16. ^ SecretSales
  17. ^ FillMyCloset
  18. ^ "ASOS profits jump 41pc on international expansion". The Daily Telegraph (London). 2 June 2011. 
  19. ^ "ASOS join McLaren sponsors for Australian GP". autoracesponser.co.uk. Retrieved 1 October 2014. 

External links[edit]