Semester project of Marketing Research at Bocconi University

1. Marketing Research, Class 10, a.y. 2013-2014
1703164 - Huijuan Zhu
Smartphone/tablets
fashion-shopping in italy
an asos perspective

2. AGENDA
 E-COMMERCE INDUSTRY
OVERVIEW
 THE ITALY MARKET
 ASOS
 BUSINESS GOAL
 METHODOLOGY
 DATA AUDITING
 UNIVARIATE STATISTICS
 BIVARIATE STATISTICS
 FACTOR ANALYSIS(I)
 CLUSTER ANALYSIS
 DISCRIMINANT ANALYSIS
 MANAGERIAL IMPLICATIONS
 LIMITATIONS
 NEW QUESTIONNAIRE
 REFERENCES

3. Globally, E-commerce/online shopping is outpacing
growth in traditional retails.
According to the Wall
Street Journal and
World Bank, in 2012,
e-commerce grew
about 15% to $186
billion, seven times the
growth rate of total
U.S. retail spending
INDUSTRY OVERVIEW(I)

4. INDUSTRY OVERVIEW(II)
Apparel and accessories is the fastest-growing category of E-
commerce sales.
Apparel sales are expected to grow 16.4% through 2016, versus
13.3% for e-commerce overall.
2011 2012 2013 2014 2015 2016
$48.2
billion$34.2
billion
$41
billion
$56.6
billion
$64.8
billion
$73
billion

5. ITALY MARKET(I)
Under 18
23%
18-32
26%
Above 32
51%
POPULATION
The population aging
between 18 and 32
accounts for 26% , which
is a relatively large
percentage so it is wise to
concentrate on this
segment and try to
develop the market
potential.

6. ITALY MARKET(II)
Generally speaking, E-commerce
in Italy is still under development.
According to the statistics of 2012
of Organization for Economic Co-
operation and Development
(OECD), less than 10% of Italian
population have shopped online,
far under the average level
among developed
countries(30%), only ¼ of the UK.
It means in Italy there’s still a
large market potential of e-
commerce to penetrate, still a
huge gap to fill.

7. ITALY MARKET(III)
According to a research
conducted by PWC in 2013,
compared to the average
consumers, Italian consumers
cares more about price.And the
main deal breaker for ecommerce
is that they can not touch or feel
the products.
To develop the Italian market,
company should try to combine
the convenience and low-price of
online store and the possibility of
trying products in off-line store

8. THE PWC RESEARCH(I)

9. THE PWC RESEARCH(II)

10. THE PWC RESEARCH(III)

11. THE PWC RESEARCH(IV)

12. Base in UK
Found in 2002
Online apparel retailer
specializing in discount
celebrity-style fashions.
ASOS: The Company(I)
Targets fashion-conscious, web-savvy
16 - 34 women and men
Offers 850 brands of apparels and beauty products also it
own brand merchandise
Free ship to 234 countries and territories
ASOS:“As Seen On the Screen”

13. 2008 2009 2010 2011 2012 2013
£324.1
million
£481.6
million
Retail Sales
2008 2009 2010 2011 2012 2013Active
Customer
£71.7
million
£149.3
million
£205.5
million
£753.8
million
0.9
million
1.2
million
1.6
million
3.2
million
5.0
million
7.9
million
ASOS: The Company(II)

14. ASOS: Marketing Mix(I)
Percentage of Sales
Womenswear
61%
Women's non-
clothing 20%
Beauty 2%
• ASOS celebrates the individuality of
each customers through style and
affordability. Its products are
fashionable, up-to-trend and stylish.
• It offers 850 brands, 35,000 different
items of apparels and beauty
products also its own brand
merchandise for both men and
women.
• The majority of sales attributes to
women’s product.
PRODUCT
Data source: TheTimes Business Case Study
online:2012

15. ASOS: Marketing Mix(II)
• ASOS sells online.
• It ships freely to 234 countries and
territories.
• There are 9 local language websites:
UK, US, France, Germany, Spain,
Italy, Australia Russia and China
Place
ASOS’s products are affordable, mostly
between 20 to 150 euros. • There is constantly sales going on in
ASOS website.
Price
Promotion

16. SWOT ANALYSIS
Strength Weakness
Opportunity Threat
• No channel discounts,
do not have to pay for
intermediaries
• Relatively small
advertising spending
• Free-ride on the
brands’ awareness
?
• Do not have off-line
store
• Lack of an uniform
brand image
• Other competitors
imitate its business
model and offer more
local service