Online Fashion Retailing: Analysis and Evaluation of ASOS Digital Retail Presence

Online Fashion
Retailing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the company.......................................................................................................1
Analysis and evaluation of the ASOS digital Retail presence....................................................1
Importance of customer insight from keywords research ..........................................................3
Customer Journey through the online fashion retailer site..............................................................4
Recommending the two online tools not currently used by ASOS.............................................9
Digital fashion retailing legislation................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...................................................................................................................12
Online .......................................................................................................................................12

INTRODUCTION
In the present era of modernisation and globalisation, individuals are laying their major
concern over maintaining a standard and premium life. Their attributes, tastes and preferences
are changing over a period of time. They are now changing their track of shopping from
traditional mode to online shopping. With this perspective, the mechanism of online fashion
retailing is showing a rapid increase. Currently, almost more than half of the population now
prefers to shop online for clothes and other accessories (McCormick and Livett, 2012). The
online fashion retailing segment has made tremendous profit by gaining £5.6bn in 2014. The
concerned sector is now predicted to increase by 41% by 2018. A huge proportion of consumers
use wide range of online channels for the purpose of shopping, therefore an integrated
experience of retail is very significant. In this context, the retailers are acknowledging the crucial
significance of click and shop as it effectively combines the experience of in-store retail along
with shopping online thereby gaining a strong brand recognition and loyalty across the world.
With regard to this context, the report will highlight the crucial aspects of online fashion retailing
of ASOS in a very effective and significant way. The report will focus on Men's clothing
segment along with its analysis with respect to its digital Retail presence in the increasingly
competitive corporate environment.
Background of the company
ASOS is one of the leading British beauty and online fashion store headquartered in
London, England. The company has its target market of young adults. It deals in selling over 850
brands along with its own range of exotic clothing and other accessories (Moore, Doherty and
Doyle, 2010). The major products which the said company renders to its target market include
menswear, womenswear, footwear, beauty products and fascinating jewellery items. The
company's websites targets the market of UK, USA, Australia, Germany, France, China, Italy,
Spain and Russia and gains maximum share in the market by attaining the highest level of
customer satisfaction through its premium and impressive customer services.
Analysis and evaluation of the ASOS digital Retail presence
The role of online marketing or digital marketing is showing a tremendous increase in the
present hyper competitive environment. It is one of the most impressively used channel for
shopping online. This mode of shopping is driving a major change in the retail industries. The
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retail stores are now changing their overall mindset and are significantly focusing on expanding
their business activities by the means of online sales. The fashion retailers are on a great threat
and to overcome such threat, the concerned retailer sector is laying its utmost attention over
conducting its business by rendering the premium services through online market. With regard to
this context, the online fashion retailing is growing immensely and is acquiring a significant
market share in the tough trading corporate environment (Jones and Kim 2010).
ASOS is one of the leading online fashion retail company in UK. Currently, a study
reveals the fact that the stated entity is experiencing slow and poor market growth in the vast and
volatile international market. The company's share is dropped by 8% and its overall revenue and
income generation has experienced a sudden downturn. With this context, ASOS has laid its
prime concern over making huge and significant investment in new and innovative technologies
to enhance its customer experience and maximise its total sales revenue (Pentecost and Andrews,
2010). For this purpose, the company has undertaken a cross-channel plan of approach with a
view to promote its brand along with a wide range of its fascinating products across the globe.
The major digital channels which ASOS is using are explained as follows-
Twitter- The company has multiple profiles on Twitter which renders impressive customer
support, trend updates to a large crowd of its core audience. By tweeting many times within a
day, ASOS uses a variety of effective combination of men's clothing and accessories items which
highly satisfies the needs and demands of its main customers (Xia and et.al., 2012). The said
entity also offers exclusive discounts and unique content to its followers which they usually don't
get on any other channels.
Google+ - ASOS has created exotic features for its products and services which are daily posted
on Google+. This enables the organisation to share its products by showing an impressive
'human side' towards its brand.
Facebook- The entity alters its content on Facebook to catch the attention of its users in a very
significant way.
Therefore, by altering the content of its products and items across the different digital
channels, ASOS is able to make a significant share in the international market by gaining a
strong brand recognition across different corners of the world (Choi and Chiu, 2012).
Apart from this, the core competitors of ASOS include Bohoo, N Brown, Marks and
Spencer, New Look and Tesco. The concerned online fashion retail company is having a
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