Emerging Trends in Retail Business

This assignment analyzes emerging trends within the retail business sector. It examines topics such as technological innovations in areas like e-commerce and social media marketing, evolving consumer preferences and online shopping behaviors, and the growing importance of sustainable business practices within the industry. The analysis draws on a range of academic sources to provide insights into these key developments.

Emerging Themes

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The product life cycle..................................................................................................................3
Boston matrix...............................................................................................................................4
Growth.........................................................................................................................................5
Integration....................................................................................................................................6
Impact of rapid growth................................................................................................................6
Critical discussion........................................................................................................................7
Findings.......................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
E commerce has been a wider platform concern for serving the requirements of customers.
People tend to show substantial amount of interest in getting their products and services through
e commerce (Stake, 2013). The case study discusses regarding an online company, named
asos.com. It is a fashion store offering apparels to women and men. It has been able to enjoy
approximately 3.3 million unique shoppers with 1.8 million of registered users. The company is
able to experience 220,000 unique visitors daily. The case has made a discussion regarding rapid
increase in the overall demand of e commerce websites as people have got highly dependent in
getting their products and services through online orders. The case makes a comprehensive
discussion regarding present and expected condition of the organisation based on enhanced
demand of online market and availability of high degree of competitors.
The report will be responsible for critical assessment of the facts and figures that have been
shared in the case study. It will help in analysing the e commerce industry with various point of
views such as impact of political environment, constant advancement in technological aspect and
demographic changes that takes place in the country (Hassini, Surti and Searcy, 2012). The
report will also make discussion regarding shift and change in social trends and its direct impact
on e commerce industry. Legal transformations and industry globalisation impacting online
business will also be duly analysed in the report in comprehensive manner. In the end,
justification and recommendation regarding the same will be provided to the company for its
better functioning.
MAIN BODY
asos.com is the UK's leading enterprise which deals in the online fashion stores of
women and men. They launch their products and services from online retailer to target people
who are fashion conscious from 16 to 34 years old. In this aspect, following consideration
included to make discussion on the topic:
The product life cycle
In the product life cycle, different stages implemented that assists to consider time in
term of sales. In individual consideration, products consider develop market and make wider
trends as well. In the retail market, life-cycle also follows to make growth slowing down. In
contradicting, online retail industry make huge growth from introduction from 1998 and 2002. In
this way, growth also develop with consider changes that occurred and move from selling. In the
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fashion industry, product life cycle developed with trends and taste changes regularly
(Piotrowicz and Cuthbertson, 2014). Introduction: In this step, dress material available on the website. Therefore, fashion
leaders adopted new item to give prominence with newly launched product on their
website. For instance, create link with item that are available on home page (Nandonde
and Kuada, 2016). Growth: asos.com also requires concentration to make ensure that adequate stock for
customers appoint. When item consider in the growth stage, it tends to promote products
and services in the newspapers and magazines. Maturity: In this step, asos.com need to remind people for their product online with
example. In this way, trends are shows on website and newsletter. It takes order for more
stock to ensure supply (Fernie and Sparks, 2014). On the basis of regular repeat orders, it
gets successful outcomes. Saturation: In this aspect, asos.com need to diminish their products price on remaining
items so that sales consider opportunities to make warehouse for new elements.
 Decline: It is the last step in which product replaced with new items so that fashion trends
moves with systematic aspect.
In contradicting view, there are different stages due to which product introduced in the
development aspect. Hence, asos.com need to choose material, style and colours to produce
design. asos.com also developing their new products as per the customer demand with the latest
trends which seen in the magazines. New product development includes stock that are need to
purchase, website with updated pictures and fashionable items, ordering system and risk
ascertain that is associated with the item (Gill, Bunker and Seltsikas, 2015).
Boston matrix
asos.com considered easy operations for customers to increase effectiveness in the
business. In this regard, huge range of brand develop with systematic work performance. High
street and designer labels helps to implement operations on the one website. Further, leading in
clothes designers and fashion house sell products in a good way to reach wide and international
audience. Therefore, it will help to attain more systematic work performance to provide choice,
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value, service, etc. (Wolf and Troxler, 2016). In order to make high growth in the company,
entire products of the company ascertain to make fashionable products and services. In this
matrix, following analysis consider in product categories and plan strategies:
 Poor performance on items decline products which failed to launch so that it refereed as
the Dogs sales and profits are comparative low.
 Question marks consist new items which launched to do very well.
 Stars are consider items that grow very quickly to make more money in the business.
 Cash Cows help to earn more money to implement own label dresses for continue
development (Bocken, Short and Evans, 2014).
asos.com face several challenges such as convert the question mark and star into the cash
cows through increasing and extending promotion. Management of the Dogs through remove
items and cutting costs to increase sell very quickly. Profit earning from cash cows used to
develop and promote stars.
Growth
Most of the businesses are looking towards the growth and business development. In this
aspect, profits and shareholders performance increasing continuously to increase overall volume
and reduce significant cost as well. It is known as the economies of scale. For instance, asos.com
requires larger warehouse and distribution operations (Diallo, Burt and Sparks, 2015). Hence,
transaction will be managed very well and find easier to do operations and functions. It helps to
deal with goods and services in larger consideration. Organisation can also grow in several ways
to do their work in systematic consideration. It is known as the internal and organic growth to
merge operations with different types of businesses. External growth could be made through
consider large perspective and make easier work in the business. However, in other words it can
be stated that better deals in the business could be made with suppliers participation (Fotiadis
and Stylos, 2017).
The chosen business could be grow in different ways so that it simply selling more
products and services which is known as the internal and organic growth. It also helps to grow
merging with the other businesses so that external development could be made in systematic
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way. It is quicker development to implement more fund in the acquisitions (Høgevold, Svensson
and Padin, 2016).
Integration
In respect to focus on the creativity, the organisation has opportunity to implement
acquisitions that adopted with the two main strategies. It helps to pursue horizontal integration in
the chosen business that occurs with merges and direct competitors as well. For instance, in the
supermarket there are different competitors exist that acquired rival for safety chain. It is classic
example to implement horizontal integration. Every enterprise could able to implement some
innovations with seeks to their business grow in vertical integration. It helps to acquire business
in different stages with chain of production (Hyseni, Brown and Gannon, 2015). asos.com
accomplish rapid growth in different sector consideration to acquire other enterprises. As results,
it grows with high customer base so that number of brands increasing with available products
which could be buy any time. In addition to this, rapid growth of the company can also create
problem in some businesses due to low rate of development.
Impact of rapid growth
In first consideration, rapid growth seems to make positive occurrence which help to
solve problems and grow very quickly. In respect to run for business development, demand also
generates with additional costs so that it help to fulfil order as well. For instance, it needed extra
staff members to meet with the expenses that occurs and perceive with additional sales in the
business that lead with the cash flow difficulties (Jere, Jere and Aspeling, 2015). In addition to
this, asos.com has enough capital to produce more and surge with the finance to face issues and
problem that occurs in the business. It runs with the logistic difficulties to make short term
consideration in the business environment. In order to make high growth in the business, it is the
successful operations and functions to focus on the current customers. Primary objectives of the
business is to get more customers with increasing customer awareness that appeal to make
effective functioning in the business. asos.com also consider their operations and functions to
buy particular clothes online in particular month of the business. There are more than 26 million
customers who buying products from the market.
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Critical discussion
As per the view of Steward, Narus and Roehm, (2018), product life cycle consider
important role in the asos.com. It is one of the large fashion industry and fast moving. Therefore,
it considers functions and operations to work in systematic aspect during the particular year of
time. Along with this, it is also leads to the effective position and buying process for make
effective plan. Fashion designers launch of clothes consist important role to develop
effectiveness in the promotional tool. On the other hand, Burt, Johansson and Dawson, (2015)
stated that the chosen business enjoy with extended their product life cycle to attain desired
results in systematic manner. In this way, large international market consider with southern
hemisphere in the season of UK. It combined with the increasing trends in systematic manner.
Therefore, effectiveness in the business also develop in UK. According to the view of
McMorrow, (2015), understanding product life cycle is develop to make systematic work
performance in the business environment to look upon the managers greater control. It helps to
predict and increase revenue within effective flow of the product line and development. Plan in
the introduction considered different products and services that are seasonal. Other elements of
the business carry that are in greater control. In this way, prediction also increasing revenue that
withdrawal products in systematic manner. On the other hand, Høgevold, Svensson and Padin,
(2016) argued that certain products considered classic blue jeans in longer cycle to provide
regular assistance. Hence, it increases long term outcomes for business development and
creativity as well. It will help to focus on the managers' performance which essentially required
for business development and consider promotional activities as well.
In contracting, Piotrowicz and Cuthbertson, (2014) said that product life cycle support to
different kinds of products which considered pricing strategies to extract and increasing revenue
as well. In this way, at every stage promotional discount used to encourage several people and
purchase new products as well. In this way, new product could be purchased when it launched by
asos.com. Pricing strategy that is limited to the edition dress also consider to make effective
functioning in the business. However, Diallo, Burt and Sparks, (2015) explored their ideas and
views that price reduction also used at the end of the cycle when item is less consider in sales
and declining as well. In this way, activities design according to the systematic consideration that
assists to look towards the innovative functions and operations in the business environment. With
the help of the some useful fundamental aspect, it develops creativity and effectiveness in the
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business to make proper concentration in the sales. Furthermore, Piotrowicz and Cuthbertson,
(2014) generated their views that promotional activities design to provide potential customers
with the effective information towards the products and services. In this way, sales of the chosen
business increasing with customer relationship management system that assists to understand
buying pattern which means that there is wide group that consider important role in the different
attitude and appeal that influence to spend money. In order to implement the user information,
asos.com create their promotional activities to design and gather relevant information towards
the business. Along with this, Diallo, Burt and Sparks, (2015) develop their ideas and views with
website registration so that information gathering towards the customer for attract them and
attain effective results as well. It helps to focus on the active customers who are generally regular
buying products from the enterprise. asos.com always trying to produce creativity and perform
innovative functions to make sure that systematic results will be gain at workplace. It also
considers adoption of maximum customers towards the business to increases its effectiveness.
Findings
In respect to implement the innovative and creative functions, it has been analysis that
asos.com dealing in different kinds of products and services to make systematic work
performance at workplace. With the help of the high fashion clothing industry, it has been stated
that it grow very fast and continuously develop their operations to focus on the most effective
consideration at workplace (Fernie and Sparks, 2014). More than 22000 products which possess
different styles has been adopted by the business to make sure that company attain effectiveness
in the business. There are around 1.2 million customers regularly active with this company
website so that effectiveness will be develop in systematic manner at workplace.
In respect to make proper focus on diversify activities, it is important to look towards the
online retailer to get creativity at workplace. In this aspect, asos.com focus on the high fashion
clothing for women, men and children. They all are attracted towards the business to focus on the
footwear, accessories, jewellery and beauty products as well (Hassini, Surti and Searcy, 2012).
These considerations help to target primary audience who belongs from 16 to 34 years. Beside
this, company also grow with the operations and functions in the business unit. In respect to
make proper consideration, online registration and customers are also provided with email
address so that the chosen business able to deliver updates information in the business unit. New
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products and offers are considered twice in a week so that there are around 2.7 million customers
are generally targeted towards the effective functions and operations.
In order to analysis the database, it has been seen that there are around maximum
customers who typically buy and often purchase from the chosen business. In this aspect, target
audience considered by the promotional activities which directly segment customers towards the
business. In respect to estimate about the products, asos.com appeal to individual customers
when they target with promotional activities as well. On the individual basis, this activity
consider for younger customer for interested candidates and sale jeans and jacket (Nandonde and
Kuada, 2016). Customers are also bought dress from the chosen business so that effectiveness
could be increasing to concentrate on the different range of products and services in the business.
Designer shoes and handbags also made by the company so that customers are targeted to focus
on the creativity and innovation of the business.
In order to measuring the responses from promotional activities, it is important to look
towards the performance indicators. In this aspect, it can be stated that effectiveness could be
measure in the chosen business to promote products in the businesses' environment. In respect to
implement measurement, responses also develop with the promotional activities to consider key
performance in the business. It will help to focus on the different products and services that
assists to implement at workplace (Hassini, Surti and Searcy, 2012). Hence, it included several
aspects such as emails that are considered in it, clicked, etc. In respect to evaluate this aspect,
asos.com can get picture that how many customers exposed to the promotional methods. It helps
to make continuous growth in the market for business development. The chosen organisation
generally target those customers who are more concious about the fashion. It will help to
increase internet access and grew with 45% in same period. Therefore, more than 42 million
people encourages towards the different connection in the business. It will assist to make specific
target market as per the research areas consideration. In respect to this, extensive and diverse
range of products will be develop in the business to ascertain systematic results (Fernie and
Sparks, 2014).
CONCLUSION
Fashion rapidly grow in the market for consider effective results. In this way, different
activities has been implemented to grow systematic results. In this way, asos.com develop their
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effectiveness with growing online trends and market demand. Furthermore, visitors and
purchases also make their concentration to demonstrate successful planning in the business.
Therefore, it will help to make several innovations and growth at workplace. It also providing
excitement and development program to deal with the updated information. Therefore, it will
help to make concentration on the new fashion items and target customers as well. In this way,
personalised communication also play important role in the promotion strategy to focus on the
creativity. Continuously development in the society help to make innovative results and attain
more profitability at workplace. Hence, it makes high growth that help to take initiatives to make
growth and develop responded within the one hour.
In order to understand the customer demand and requirement, every one can implement
creative results at workplace. Therefore, growth of the business also make to implement new
product life cycle for strategic growth in the fashion industry. In this industry, customers demand
need to understand so that customers could be targeted to make more profits and revenue at
workplace. In respect to understand needs of the customers, products are also sent as a sample to
make effective functioning in the business. It ensures that customers are attracted towards
asos.com through concentrate on their demand and requirement. In addition to this, report
summarised about the critical analysis through it can be stated that it assists to make innovative
results at workplace and look towards the customer retention. With regards to make effective
performance, extensive products and services implemented to develop creativity at workplace.
As results, it assists to target more customers in the business and focus on their needs as well.
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REFERENCES
Books and Journals
Bocken, N.M., Short, S.W. and Evans, S., 2014. A literature and practice review to develop
sustainable business model archetypes. Journal of cleaner production, 65, pp.42-56.
Burt, S., Johansson, U. and Dawson, J., 2015. International retailing as embedded business
models. Journal of Economic Geography, 16(3), pp.715-747.
Diallo, M.F., Burt, S. and Sparks, L., 2015. The influence of image and consumer factors on
store brand choice in the Brazilian market: Evidence from two retail chains. European
Business Review, 27(5), pp.495-512.
Fernie, J. and Sparks, L., 2014. Logistics and retail management: emerging issues and new
challenges in the retail supply chain. Kogan page publishers.
Fotiadis, A.K. and Stylos, N., 2017. The effects of online social networking on retail consumer
dynamics in the attractions industry: The case of ‘E-da’theme park, Taiwan.
Technological Forecasting and Social Change, 124, pp.283-294.
Gill, A.Q., Bunker, D. and Seltsikas, P., 2015. Moving forward: emerging themes in financial
services technologies’ adoption. Communications of the Association for Information
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Høgevold, N.M., Svensson, G. and Padin, C., 2016. Influence of stakeholders and sources when
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Management, 9(2), pp.146-165.
Hyseni, H., Brown, C. and Gannon, M., 2015, July. Shopping and Socialising: Online journey to
product evaluation and purchase in fashion retail. In ECSM2015-Proceedings of the 2nd
European Conference on Social Media 2015: ECSM 2015 (p. 207). Academic
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Jere, M., Jere, A. and Aspeling, J., 2015. A study of small, medium, and microsized enterprise
(smme) business owner and stakeholder perceptions of barriers and enablers in the
South African retail sector. Journal of Governance and Regulation, 4(4), pp.620-630.
Jere, M., Jere, A. and Aspeling, J., 2015. A study of small, medium, and microsized enterprise
(smme) business owner and stakeholder perceptions of barriers and enablers in the
South African retail sector. Journal of Governance and Regulation, 4(4), pp.620-630.
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McMorrow, J.A., 2015. UK Alternative Business Structures for Legal Practice: Emerging
Models and Lessons for the US. Geo. J. Int'l L., 47, p.665.
Nandonde, F.A. and Kuada, J., 2016. International firms in Africa’s food retail business-
emerging issues and research agenda. International Journal of Retail & Distribution
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Steward, M.D., Narus, J.A. and Roehm, M.L., 2018. An exploratory study of business-to-
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Wolf, P. and Troxler, P., 2016. Community-based business models: Insights from an emerging
maker economy. IxD&A, 30, pp.75-94.
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