Strategic growth in the fashion retail industry

1. Strategic growth in the fashion
retail industry
An asos.com case study
Presentor:
Md.Khalilur Rahman
Md.Rashedul Islam
Md.Masudur Rahaman

2. Agenda:
Company background
Growth
Internal growth
External growth
External growth category
How asos took over the world
Challenge of rapid growth
Communication to assist growth
Relationship with customer
Why asos…?

3. Company Background
Type : Public
Industry : Clothing retail
Founded : 3 June 2000
Headquarters : London, UK
Products : Clothes, shoes,
accessories
Revenue : £1.9 billion (2017)
Number of employees : 4000 above
Website : www.asos.com

5. Growth:

6. Internal Growth
the development of a company by growing its existing
business with its own finances, as opposed to
acquiring other businesses.

7. Internal growh of asos
Asos increase internal groth by:
Increasing customer base.
Increasing number of brands.
Product available to buy at any one time.

8. External Growth
the growth of a firm by buying other companies,
rather than by expanding existing sales or products.

9. External Growth Category

10. Challenge of rapid growth
Extra staff.
Need to buy more stock/supplies.
Cash flow difficulties.
Godwill or reputation may hamper.

11. Communication to assist growth
Catwalk feature.
Style Blog updated daily.
Other communication channel use.
Monthly magazine .
Email twice a week to 1.8 million people.

12. Relationship with customer
 Best friend approach.
 One to one relationship.
 It has a team of 30 customer service adviser.
 Average response time for customer enquiries from
six to one hour.

13. How ASOS took over the world
Sell premium items
Average price is reasonable & accessible
Site is easy to navigate

14. WHY asos…..?
Interesting styles
Competitive prices
High level of customer service
Prompt & reliable delivery
Customer can track their order online