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Asos SWOT and PESTLE Analysis

ID : 52659453| Dec 2023| 15 pages

COMPANY PROFILE -Asos

Business Sector :Fashion products and retail

Operating Geography :Europe, U.S. Australia

About Asos :

ASOS plc. is a U.K. based online-only fashion retailer. ASOS stands for As Seen on Screen. The company was founded in the year 2000, and in a span of 23 years it has become the largest online retailer in the U.K. The retailer sells brands from the biggest high-street brands across the world, as well as its own line of clothing ranging in all types of products. As the modus operandi of the company is online only, it is highly dependent on its distribution system, which boasts a one-day delivery. It is currently operating and expanding in the Europe, U.S., and Australia regions. ASOS serves mainly those customers who are aged between 16 to 34 – the company names them as 20-somethings – and are internet-savvy has created a strong customer base greater than 26.4 million, for the company. The company boasts to be authentic, brave, and creative to its core, with around 3300 of its employees as of 2023 putting themselves in their customers’ shoes and then coming up with creative solutions which would enthral them. Driven by its core values i.e., Authentic, Brave, Creative- ASOS' unique proposition for customers, focuses on designing and curating the most relevant fashion, face, and body products for every fashion loving 20-something and amuse them with delivering compelling, friction-free digital experiences. Exclusive product range, brand choices, and consistent innovation continue to differentiate ASOS’ from its competition thus presenting a competitive advantage to the company.
ASOS' USP or Unique Selling Proposition sprawls in being UK's largest independent online and fashion beauty retailer and one of the world's leading brands in the lifestyle and retail sector. ASOS’s mission statement is “To become the number one destination for fashion loving 20-somethings.” ASOS’s vision statement is “To empower 20-somethings to look, feel and be their best so they can achieve amazing things.”

Asos Revenue :


£ 3,936.5 million – FY ending 31st August 2022(y-o-y growth of 2%)
£ 3,910.5 million – FY ending 31st August 2021

Competitive Analysis of Asos

SWOT
PESTLE
The SWOT analysis for ASOS is presented below in a matrix followed by detailed analysis:
Strengths
Weaknesses
1. Demonstrates resilient financial performance amid challenges:
2. Focused on delivering best-in-class customer experience
3. Strong customer loyalty in U.K.
4. Authentically and ethically sourced products		1. Financial struggles and fundraising challenges
2. Complex third-party brand relationships and supply chain vulnerability
Opportunities
Threats
1. Scalability of platform across markets
2. Technological investments to improve customer experience
3. Fostering brand expansion and engagement
4. Seizing sustainable fashion opportunity through harmonizing consumer demand and eco-consciousness.		1. Cyber threat and data security
2. Impact of foreign exchange fluctuations
3. Intensified competitive landscape and market dynamics
4. Navigating evolving sustainability imperatives
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Detailed SWOT Analysis of Asos

 

Strength

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Weakness

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Opportunity

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Threat

1. Cyber threat and data security: Since ASOS is an online-only retailer; it has a requirement of data for a wide variety of reasons. Data is used on a regular basis in processing orders, receiving payments and engaging with customers effectively. The platform is used by more than 26 million customers, and a wide variety of wholesalers and third-party suppliers and its team of more than 3,351 employees. Therefore, it can be easily seen that the company deals with a large amount of data and maintaining its integrity is a huge responsibility of the company. In a continuously evolving cyber landscape, with increasing sophistication of security threats, ASOS plc. is always liable to be a target for cyber criminals. The dynamic and escalating cyber threat landscape poses a significant risk to ASOS. Growing sophistication and frequency of advanced threats, including data breaches, malware, ransomware, phishing, and DDoS attacks, highlight the need for enhanced cybersecurity measures. ASOS's proactive approach, including strengthened protocols, procedures, and a new CISO, demonstrates commitment to safeguarding against vulnerabilities. Failure to stay vigilant and proactive could expose ASOS to potential breaches and data compromises.

The remaining section under "Threat" is available only in the 'Complete Report' on purchase.

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WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

1. Employing strategic tools, SWOT and PESTLE, to study the major internal and external factors affecting ASOS
2. The SWOT report covers a comprehensive analysis of ASOS internal strategic factors like Strengths and Weaknesses, external strategic factors like Opportunities and Threats
3. Mark strategic initiatives that were taken by ASOS to stay ahead of its peers and competitors and attain a competitive advantage
4. The PESTLE analysis of the fashion industry, highlighting the factors that encourage and restrict the global fashion market.
5. Application of the PESTLE/ PESTEL/ STEEPL Analysis for in-depth analysis of all external factors namely, political, economic, social, technological, legal and environmental and highlighting their consequence on the operation of ASOS
6. Penetrations into ASOS’ business diversification, eliciting its key business segments and highlighting its major competitors
7. A comprehensive company analysis to gain insight about company information, company profile, business model, business plans and marketing strategy
8. A concise overview of ASOS business goals or synergies that were achieved via mergers and acquisitions, strategic partnerships and alliances
9. Review of ASOS’ USP or unique selling proposition, mission statement, and vision statement
10. Summary of ASOS’ business model, in addition to analysis of key business segments and business case study
11. A peek into the ASOS' key performance indicators, success factors, value proposition, and core competencies

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References used in Asos SWOT & PESTLE Analysis Report

1. ASOS Statistics - https://www.statista.com/topics/6330/asos/

2. Covid-19 Updates - https://www.asosplc.com/news/asos-and-its-third-party-brand-suppliers-covid-19-update/#:~:text=Third-party%20brands%20account%20for%20c.60%25%20of%20ASOS%E2%80%99%20sales,remainder%20of%20sales%20coming%20from%20our%20own-brand%20products.

3. ASOS teams up with Rokt - https://fashionunited.in/news/business/asos-teams-up-with-rokt-to-offer-consumers-post-purchase-promotions/2023080240972

4. ASOS sample sales site - https://www.just-style.com/news/asos-sample-sale-site-to-clear-excess-inventory-sparks-sustainability-debate/

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Asos SWOT and PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2024). Asos SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/asos/ [Accessed 24 Apr, 2024].

In-text: (SWOT & PESTLE.com, 2024)

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Asos SWOT and PESTLE analysis has been conducted by Divyansh Kharadkar and reviewed by senior analysts from Barakaat Consulting.

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