ASOS

Summary

ASOS, founded in 2000 by Nick Robertson, Andrew Regan, and Quentin Griffiths, was conceptualised as a fashion e-retailer with the vision of becoming a one-stop shop for young adults seeking stylish apparel. ASOS gained momentum by offering its own label of womenswear alongside products from well-known brands. By 2001, the company was listed on the Alternative Investment Market of the London Stock Exchange, a pivotal step that propelled its growth. Despite setbacks like the Buncefield Fuel Depot explosion in 2005, ASOS rebounded, refocusing on its core young adult audience. By expanding with online shops in markets like France, Germany, and the US, and opening offices in cities such as Sydney and New York, ASOS solidified its global presence as a leading e-retailer.

Over the years, ASOS has embraced digital innovation and social media to connect with its audience, growing its influence with campaigns like #AsSeenOnMe, which encouraged users to share their ASOS outfits online. The company has also navigated challenges brought by the worldwide pandemic, offering support to small businesses and later acquiring well-known brands such as Topshop and Miss Selfridge. Sustainability and social responsibility have become central to ASOS’s mission, with initiatives like “Fashion with Integrity” that aim to reduce the company’s environmental impact and promote ethical practices. Today, ASOS continues to be a pioneer in online fashion retail, with a commitment to innovation, inclusivity, and sustainability, ensuring its role as a major player in the global fashion industry.

History

ASOS was established on 3 June 2000 by Nick Robertson, Andrew Regan and Quentin Griffiths as a fashion e-retailer. The following year it was admitted into the Alternative Investment Market on London Stock Exchange. The growth trajectory was fast and ASOS shortly introduced its own label of womenswear. While Asos sells its own brand it also has partnered with other retailers so that ASOS can be positioned as a one-stop e-retail shop for young adults to find all the brands they desire.

Sadly- in 2005- the Buncefield Fuel Depot explosion led to the closure of the business for six weeks and reportedly £5m worth of stock was lost. Recovering from the losses.. in 2008 ASOS debuted kidswear on its website however the branded market experienced a decline at the expense of fast-growing unbranded kidswear so in 2010 ASOS announced it would no longer offer kidswear and concentrate solely on its core young adult consumer base.

Per WWD: “What one buys shouldn’t be dictated by where one lives. That is the laser-like focus that has fueled the growth of global online retailer Asos.com according to Nick Robertson- its chief executive officer and cofounder. Robertson told the audience that his site has more than 20 million unique visits a day with more than 30 percent of those visits from a mobile device. The company- which also does Twitter campaigns- boasts 260,000 social media contacts and has fielded 4.2 million customer service e-mails since launching in June 2000.”

In the final quarter of 2010 ASOS launched online shops in France, Germany and the US followed by Australia, Italy and Spain the following year. In 2012 ASOS opened its first international office in Sydney- Australia and then an office in New York. In 2013 ASOS opened an office in Birmingham followed by ASOS Russia and China. In 2015 ASOS was billed as the UK’s largest independent online fashion and beauty retailer. Their recognition and fame was unprecedented and during the 2014 Formula1 season ASOS sponsored the McLaren Formula1 team.

The worldwide Coronavirus pandemic took a toll on retailers and in October 2020 ASOS Marketplace announced that it would not be charging commission rates on small business transactions to provide support. Post- pandemic the company went into expansion mode and acquired Topshop- Topman- Miss Selfridge and HIIT – from Philip Green’s Arcadia Group – as wholly owned subsidiaries of ASOS including the absorption of three hundred head-office staff from Arcadia and Topshop- Topman Limited. Following the Russian invasion of Ukraine in 2022 ASOS suspended operations in Russia.

Digitalisation was the next step forward. ASOS launched a campaign on Instagram encouraging users to upload videos of their ASOS products. It was a huge success! Reportedly three million people interacted with videos in the UK alone. ASOS uses the #AsSeenOnMe hashtag and any use of the hashtag adds the photos onto an ASOS online database. A good marketing move. “At ASOS we never settle. We have an always testing “always in beta” philosophy, constantly improving to make it all just that bit better every day. From free delivery and returns to innovative visual search tech if it hasn’t been done before we find a way to do it anyway”: per the official website.

The socially conscious e-tailer partnered with a delivery firm to encourage consumers to donate unwanted apparel to charity. Their campaign “Fashion with Integrity” drives ASOS to be a company that cares for people while working to reduce its impact on the planet. As the next step in its sustainability mission the team is working towards four 2030 goals under two pillars: Planet and People. “We have achieved some important successes over the last year: from being recognised as the top-ranked UK fashion brand in the Fashion Transparency Index, to launching our second circular design collection. Plus, we know that collaboration is essential to achieving our own goals and wider industry change – which is why this year we made it mandatory for all our new partner brands to commit to joining The Transparency Pledge” explains CEO José Antonio Ramos Calamonte.

Mission Statement

ASOS’s mission is to inspire young adults around the world to express their individuality through fashion. At the core of this mission is the belief that everyone should have the freedom to define and showcase their own personal style, no matter their background or body type. ASOS strives to empower its customers by offering a wide variety of clothing, accessories, and beauty products that reflect the latest trends while also allowing individuals to make each item their own. The company’s focus on inclusivity and self-expression ensures that fashion is not just about what you wear, but how it makes you feel and how it reflects your unique identity.

A key element of ASOS’s mission is its dedication to inclusivity and accessibility. The brand is committed to offering a diverse range of sizes, styles, and price points, ensuring that fashion is accessible to all, regardless of shape, size, or budget. ASOS’s dedication to equality is evident in their pricing policy, where they offer every size at the same price, allowing customers to shop without discrimination. By making fashion available to everyone, ASOS champions the idea that style and self-expression should never be limited by financial or physical barriers.

ASOS also focuses on creating a seamless and enjoyable shopping experience for its customers. The company continually innovates its digital platform, using cutting-edge technology to provide personalized recommendations, easy navigation, and a user-friendly interface that makes discovering new fashion effortless. Additionally, ASOS’s global shipping network and convenient return policies reflect their commitment to providing exceptional service and building long-term relationships with their customers. By combining inclusivity, convenience, and a passion for fashion, ASOS ensures that every interaction with the brand is positive and empowering.

Vision

ASOS envisions becoming the world’s leading e-retailer for young adults who are passionate about fashion and self-expression. Their vision centers around providing products that allow style-conscious individuals to express their unique identities while staying on the cutting edge of contemporary fashion. ASOS aims to create a platform where young adults can easily discover, shop for, and curate their personal style, offering an inclusive and inspiring space where fashion becomes a medium of self-expression.

At the heart of ASOS’s mission is the belief in creating a world where everyone has the freedom to explore and express their individuality without judgment. The brand champions inclusivity, welcoming people from all backgrounds to participate in the fashion conversation. This ethos is exemplified through their commitment to offering a diverse range of styles, ensuring that everyone can find something that resonates with their tastes and preferences. ASOS’s dedication to inclusivity is reflected not only in the wide variety of products it offers but also in its effort to cultivate a community where self-expression is celebrated.

ASOS also strives to provide a seamless shopping experience that caters to the unique needs of its customers. The company takes pride in offering its own ASOS brands in over thirty sizes, ensuring that every customer, regardless of body shape or size, can find their perfect fit. Additionally, ASOS is committed to maintaining price equality across all sizes, a crucial element in fostering confidence and satisfaction among its consumers. By continuously improving its offerings and staying true to its core values, ASOS ensures that it remains a trusted and beloved destination for young adults seeking fashion that reflects who they are.

Products and Services

ASOS offers an extensive range of products that cater to fashion-conscious individuals looking to express their personal style. Their product selection includes clothing, shoes, accessories, and beauty items for both men and women, ensuring that customers can complete any look from head to toe.

ASOS’s collections feature a mix of its own private-label brands, known as ASOS Design, as well as a wide array of curated items from over 850 global and local brands, offering everything from high-street fashion to premium and designer wear. This diverse product range allows customers to find the latest trends, timeless staples, and unique pieces, making ASOS a one-stop shop for all fashion needs.

In addition to clothing and accessories, ASOS has developed a strong beauty and grooming segment, providing a variety of skincare, makeup, and haircare products. Their beauty offerings span a wide range of price points and cater to diverse beauty routines, ensuring that customers can find products that match their preferences and needs. By stocking both established and emerging beauty brands, ASOS positions itself as a key player in the beauty industry, offering customers a holistic shopping experience where they can enhance both their style and self-care routines.

ASOS’s services are designed to create a seamless and enjoyable shopping experience for its global customer base. Their user-friendly website and mobile app offer features like personalized product recommendations, curated collections, and the ASOS Marketplace, where independent sellers can showcase unique, vintage, and artisan items.

ASOS also offers free shipping and returns in many markets, flexible payment options such as Klarna, and a variety of delivery services, including express and next-day shipping. Their customer service is accessible and responsive, ensuring that any issues or concerns are addressed promptly. With these products and services, ASOS provides a convenient, innovative, and inclusive shopping experience that meets the evolving needs of today’s fashion-forward consumers.

Key Team

José Antonio Ramos Calamonte (CEO)
Jørgen Lindemann (CEO)
Mai Fyfield (Senior Independent Non-executive Director)
William Barker ( Non-executive Director)
Emma Whyte ( General Counsel and Company Secretary)
Natasja Laheij (Indépendant Non-executive Director)
Jose Manuel Martínez Gutiérrez (Independant Non-executive Director)
Nick Robertson (Founder And Non-executive Director)

References

• Official website ASOS
• The timeline of ASOS.com The Telegraph
• Asos.com’s Nick Robertson Looks to the Future WWD
• Facebook page of ASOS Facebook
• Asos buys Topshop and Miss Selfridge for £330m The Guardian
• Twitter page of ASOS Twitter
• Asos expects £14m hit from halting trade in Russia The Guardian
• LinkedIn page of ASOS  LinkedIn
• Asos on why digital must be a balance between mass reach and targeting Marketing Week
• Instagram page of ASOS  Instagram
• Darling of the dotcoms was a born survivor The Times
• Wiki page of ASOS  Wikipedia
• ASOS on Instagram Stories Creative Review
• Youtube channel of ASOS YouTube
• LUSH X ASOS LUSH
• Board Of Directors ASOS
• The real cost of ASOS’ fast fashion BuzzFeed
• Fashion With Integrity ASOS
• ASOS office fit for ‘Millennials’ wins office awards Watford Observor