1. ALESSANDRINI APOLLINE
ARTU AUDREY
BRUNY JULIETTE
CORGNET CLOTILDE
GROUPE 3

2. SUMMARY
 Introduction
 Presentation
 Asos
of the company
Keys of success
 Conclusion

3. INTRODUCTION
“If you can change its nature when
circumstances change, your fortune
will no change.”Machiavel

4. Introduction

International online store dedicated to fashion and beauty

Offers ready-to-wear, men's footwear, accessories, jewelry and cosmetics

Website available in several countries

Book in over 190 countries

1,000 employees at its headquarters in Camden

CA: 633 million €

Sales in England represent 58% of total revenue

Target 16-34 years-old

18 million visitors per month

6.3 million registered users

An order placed every 20 seconds

Vintage positioning

5. PRESENTATION
OF THE
COMPANY
History
2000: LAUNCH OF THE WEBSITE BY NICK
ROBERTSON
2001: THE GROUP IS LISTED IN THE
LONDON STOCK EXCHANGE
2004: INTRODUCTION ASOS WOMEN AND
FIRST PROFIT
2005: LAUNCH OF THE BEAUTY SECTION
2007: FIRST MAGAZINE AND
INTRODUCTION ASOS MEN
2008: LAUNCH OF THE OUTLET
2010: CONVERTIBILITY OF CURRENCIES
AND DIFFERENT LANGUAGES AVAILABLE,
AND MARKETPLACE
2011: PAGE FACEBOOK AND IPHONE
APPLICATIONS

6. Place on the market

Main strength is to change the industry from the web channel

Internet has increased 9% sales market fashion and textile

Shoppers over 5 million in France

Clothing and Footwear fourth position of the most purchased online

Growth in online sales slows

Asos second most visited site in the world to sell clothes online

7. Place on the market

Mapping Competitors

8. Place on the market

PORTER Model
Client trading
Negociation
of suppliers
Substitutes
Competitive
intensity
Power of the
State
Potential
entrants

9. Asos Keys of success
Communication Campaign
Urban Tour
Utilisation de Stars

10. Michelle Obama

11. Strategic distribution

Idea, copy the clothing style of television heroines

Offers several variants of ready-to-wear

Asos Petite

Asos Curve

Asos Maternity

900 brands

2000 references per week

Life of a product is from a few days to 4 weeks

12. Strategic distribution

Develop retail market online

Geolocation IP addresses

International represents more than half of group turnover

Datasheets clear

Ability to change the site according to their country of origin

Launch iPhone and iPad applications

13. Strategic distribution

Manage customer service


Newsletter


Delivery and free returns
Reactive service
How to advise

Draw attention to featured products

Fashion Finder

My Board

14. Goals for the future

Expand its market

Customize the site up and closer to consumers

Differentiation competitors

Use models with different morphologies

Creating the Application “Scan to Shop”

Multiplication of distribution channels

Open a true first store

15. Conclusion
Internal diagnostic

16. Conclusion
External diagnostic