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Asos.com’s business model,[object Object],E-business assignment,[object Object],by Lina Benseghir,[object Object]
A virtual merchant's business model : asos.com
Whatis asos.com,[object Object],Asos.com is a UK basedvirtualmerchantcompanyspecialized in fashion.,[object Object],Asosexclusivelysellstrendyoutfits, accessories & underwear for men and womenthroughitswebsite.,[object Object],It alsoincludes designer clothing & several collections by Kate Moss,[object Object]
Whatmakesit uniquekey to success,[object Object],The fashion style offered in asos.com isbased on what has been seen on celebrities or fashionicon,[object Object],A wide range of customers : kids, male & female,[object Object],An innovativemarketapproach : facebook, twitter& smart brandingapproach (using Kate Moss, worlwidefashionicon, for limitedseries collections…),[object Object],The otheradded value isthateachoutfitisaccompanied by suggestions of complementary items e.g bag, shoes, scarves &even make-up thatwould look best withit.,[object Object],Customerscanalso zoom on everyside of the items, try the variouscolors & see how itlooked on the celebritythatwaswearingit and on which occasion itwas).,[object Object]
Asos.com in the press… ,[object Object],«  Launched in 2000 by Nick Robertson, ASOS.com is firmly established as the UK’s leading online fashion store and authority on celebrity style. Specialising in fast fashion and celebrity style, ASOS.com offers an extensive range of own brand women’s and men’s fashion, designer labels, lifestyle accessories and cult beauty brands. ASOS.com is the second most visited on-line clothing store in the UK attracting over 2 million unique visitors per month, and has received numerous awards such as Drapers E-tailer of the Year 2006, Retail Week Online Retailer of the Year 2007, and Business XL Company of the Year 2007, to name a few.»,[object Object],www.1888pressrelease.com,[object Object]
… still in the web press,[object Object],“London, UK, November 17, 2009 -- ASOS.com, the UK’s leading online fashion store, has launched ASOSreviews.com, an exciting Twitter-powered feedback and reviews micro-site. The site follows ASOS.com’s hugely successful launch of ASOS Life, an online community that facilitates interaction and conversation between the brand and its consumers.James Hart, eCommerce Director at ASOS.com, said ‘ASOSreviews.com is a great way for us to keep in touch with and be open about the real-time feelings of our customers. Its bright, visual nature gives us nowhere to hide and I’ll be making it not only visible to our customers but to all of our colleagues at ASOS HQ as well. It’s also a great feedback tool and the great thing is that the loop is already closed as our customer care team already monitor and respond to tweets directed at us 24/7. We are excited about the launch of the site and have some interesting plans for its future development.’”,[object Object],www.newsalbum.com,[object Object]
Ways to extend the business,[object Object],A fashion line for trendy « seniors » (over 50 – 60 yearsold),[object Object],Making a movie about the brand & itsowner’ssuccess story,[object Object],Opening a :,[object Object],[object Object]

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A virtual merchant's business model : asos.com