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Asos.Com Case Study

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Asos.Com Case Study
A case study of the contemporary retail channel, ASOS.com
By: Mona Seddeek
Course: Retail Environment, Wednesday Dec 5, 2012 at 3 O’clock
Instructor: Frank Palecko
A case study of the contemporary retail channel, ASOS.com
By: Mona Seddeek
Course: Retail Environment, Wednesday Dec 5, 2012 at 3 O’clock
Instructor: Frank Palecko

Table of Contents

Why I Chose Asos.com
I chose Asos.com because I have been a very active customer on their site for the past three years. It has become my favorite online store for three main reasons: they have my sizes, they provide free shipping and returns, and their clothing is always on trend. Even more, I chose Asos.com because I find it very interesting that it is a retailer that is located only online and seems to be doing fairly well in the industry of fashion. Background and Location
Nick Robertson and Quentin Griffiths in the United Kingdom developed Asos.com, which stands for “As Seen on Screen”, as a public company in June 2000. Interestingly enough, it was originally created to be an online company that would allow people to buy affordable versions of clothes that were worn on screen. Robertson and Griffiths created the site so that shoppers would have to click on the “copycat outfit” and it would be delivered right to them the next day or so.
As the company has grown since 2000, it has become an online store that sells both branded fashion goods and its own variety of clothes. It has become not only a global fashion retailer but also a beauty one as well. With its own label product lines from women’s wear to beauty, it has brought in millions of unique visitors, active customers, and registered users. One of the main reasons Asos.com has gained such a positive response is because of the growth of its online service to places like the United States and Germany.
Critical Dates in the Growth for Asos.com * 2000 - ASOS launched * 2001 - ASOS PLC Holdings was admitted to AIM on the London Stock


Cited: "ASOS Annual Report 2012." Asos.annualreport2012.com. PDF, n.d. Web. Oct.-Nov. 2012. Goad, Robin. "Asos.com: Growth and Demographics." Experian.com. N.p., June-July 2008. Web. 13 Oct. 2012. <http://www.experian.com/blogs/hitwise- uk/2008/07/02/asos-com-growth-and-demographics/>. "ASOS.com." Wikipedia. Wikimedia Foundation, 17 Oct. 2012. Web. 13 Oct. 2012. <http://en.wikipedia.org/wiki/ASOS.com>. "ASOS.com-Summary." The Times 100. N.p., n.d. Web. 14 Oct. 2012. <http://www.thetimes100.co.uk/downloads/asos/asos_14_summary.pdf>. Silvers, Kate "Our People." Our People. N.p., n.d. Web. 15 Oct. 2012. <http://www.asosplc.com/who- we-are/our-people>. "VANCL Story." VANCL Story. N.p., n.d. Web. 12 Nov. 2012. <http://en.vancl.com/help/vstory.html>. "Meeting the Customer." Meeting-the-Customer. N.p., n.d. Web. 13 Nov. 2012. <http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM/Idea-to- Store/Meeting-the-Customer.html>. "ASOS.com." YouTube. YouTube, n.d. Web. 04 Nov. 2012. <http://www.youtube.com/user/ASOSfashion>. [ 2 ]. "ASOS.com." Wikipedia. Wikimedia Foundation, 17 Oct. 2012. Web. 13 Oct. 2012. .
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