ASOS are UK’s largest online store; it was launched in 2000 by Nick Robertson. There head quarters are situated in London, UK. They have 270 employees working for them, and are making revenue of £81,044,000 with a net income of £7,311,000. ASOS stands for “As Seen on Screen” They only operate from online only, so you won’t find ASOS’s products and goods elsewhere. They are specialised for selling affordable fashion clothes and accessories worn by celebrities. ASOS have many of their own brands such as ASOS Outlet which are products of the previous season that are sold at a discount of 75% off. They also have Little ASOS, which has everything for babies up to 24 months and girls and boys aged 2 to 6. This collection was recently launched in mid February 2009. Another one of their collection is still to be launched in the second half of the year 2009, and will be called ASOS Marketplace. This will allow customers to sell their own clothes and accessories on the ASOS website, whether it’s just them recycling unwanted belongings, or trying to earn some extra cash ASOS will except it all.
ASOS use the internet to advertise their products to their customers, and they do this through their own website. ASOS have designed their website well which makes it easier for their customers when they are browsing through it and it is all done using the internet. For example, when a user on their website clicks on a product they want to see, automatically a cat walk will start playing which allows them to have a closer look at it. They can also stop and pause the video whenever they like. This gives the customer a better view of the product as they can see all the different angels of it, so it increases the chances of them purchasing the product as they know exactly what it is like so they won't find any faults in the way it looks once it arrives. ASOS are on Twitter as well as Facebook and they allow their customers to join them by going on to their website, this is another use of internet marketing. Through this ASOS will keep their customers updated about any new products they have in stock. Customers will also be able to find out as much information they want to and give their own opinion, just by joining them on Facebook or Twitter. ASOS also sends emails to their customers keeping them up to date about everything thats happening also informing them about any new products. Once ASOS have sent the email off, the receiver can forward the email to anyone in their contact list informing more and more people about ASOS, this will then be promoting their business as well as their products. Another technique of internet marketing is the PDF magazine. This is the online catalogue that ASOS have available on their website for customers to browse through which is over 100 pages long. This is a very good way of using the internet to promote your business because it's something new and different which will attract a lot of new customers. ASOS have done this well because they allow their customers to zoom in and out of pages so that they can have a closer look at the products, and they also give information about certain products and about anything thats on discount or sale. The PDF magazine is produced well by ASOS as it is available in two different sections, one for women and the other for men. This is useful because if the person wanting to look at the magazine online is a woman, she can just look at the catalogue that focuses on women wear. Customers can also make a request for the catalogue and receive it through their post. On their website ASOS have a banner thats positioned at the top of the webpage which keeps on changing from one things to the other and is another use of internet marketing because its advertising other businesses, and the user can click onto the banner to find out more about the business or product thats being advertised. Overall, ASOS use internet marketing in several different ways to promote their business and their products to customers.
