This report provides an in-depth analysis of ASOS, a prominent digital business in the online fashion retail sector. It begins by defining digital businesses and digital marketing, highlighting ASOS as a prime example of a company leveraging technology for internal and external operations. The report then offers a brief overview of ASOS, detailing its global reach, target market (16-34 year olds), e-commerce capabilities, and business model, including its reliance on its website and app, distribution model, and free returns policy. The main body of the report delves into ASOS's business operations, segmentation, and key success factors. It examines ASOS's market operations, segmentation, and the factors that have contributed to its growth, such as embracing new trends, strategic discounting, and a focus on customer engagement through digital marketing, supply chain management, and order fulfillment. Finally, it compares and contrasts the digital business model with traditional business models, highlighting the advantages of digital strategies in terms of market reach, cost efficiency, and customer experience.
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