Retail Theory and Practice

Retail Theory and
Practice

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Introduction to the Company.......................................................................................................3
Several changes in macro environment in UK fashion retailer...................................................4
Changes within micro environment.............................................................................................5
Suggestion of several strategies and tactics that could be used by ASOS to gain competitive
advantages....................................................................................................................................6
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Retail is the strategic process through which a business organisation sells to the
consumers goods and services that are manufactured by the business organisation through
various distribution channels in an attempt to earn financial profits from the consumer markets.
Fashion retail refers to the selling of fashion clothing products and apparels manufactured by a
business organisation to the customers within the consumer markets in order to gain profits. The
retail fashion industry of UK is a large industry with numerous different business organisations
operating in it to satisfy and meet the needs of a very large base of global consumers all around
the world. This report analyses the operations of ASOS a large retail business organisation
towards identifying the changes in the UK fashion clothing sector and make recommendations
on strategies that can be used by ASOS to address the changes within UK’s fashion industry.
MAIN BODY
Introduction to the Company
ASOS is a quite prominent pubic retail business organisation that operates in the fashion
and clothing industry of UK. ASOS specialises in selling fashion clothing products and apparels
in addition to cosmetic goods to the consumers through their official online digital store. ASOS
was founded in 2000, being an abbreviation for “AsSeenOnScreen” where the business sold
clothing products that were imitated to look like the clothes worn by celebrities on TV and films.
Since then the business has been able to expand and diversify its operations, now being only
known as ASOS. ASOS operates from its current headquarters which are located in London,
England (Who We Are, 2020). The digital store of ASOS sells to the consumers clothing
products and apparels from over 850 different brands in addition to the range of clothes and
accessories that have been manufactured by ASOS themselves.ASOS conducts its operations in
the fashion retail industry by shipping purchased goods to their customers in all the 196 different
countries across the world from their dedicated fulfilment centres which are located in EU, US
and UK respectively. ASOS is a large size business organisation as it employs more than 400
employees at various positions within its hierarchical structure, making ASOS biggest
independent online fashion beauty retail business organisation in UK. On the basis of its global
operations and customer base, ASOS enjoys a very strong market position within online fashion
retail industry.