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Asos Driving Forces

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Asos Driving Forces
Four Main Driving Forces of E-commerce for ASOS in 2015
Introduction
Online shopping has become very common, with more than 60% of consumers have ordered items online in the past year (Mintel, 2013a). Furthermore, online sales of clothing will increase by 14.5% to reach £10.7 billion in 2014 and online and mobile sales are expected to grow by 7-12% annually between 2012 and 2017, reaching $361.9 billion in 2017 (Mintel, 2014a). All these robust growth figures show that consumers become more accustomed to shopping online. ASOS, one of the strongest performers among online fashion retailers has an industry high standard with £975.5m sale grows in the year to 31 August 2014, and final quarter total revenues grew 16% (IMRG, …show more content…
Amazon has tried to overcome this issue and make it easier for customers to return items through click-and-collect hubs and New Look plans to introduce Sunday delivery and the click-and-collect service from railway stations provided by Doddle (Mintel, 2014d). ASOS could also trialling this return service to launch the click-and-collect hubs by the Local Letterbox and Doddle in high footfall areas such as railway stations, gyms and convenience stores has the potential to help ASOS deal with the main barriers when customers are difficulty in finding clothes that fit and the hassle of returns (Sashi, …show more content…
By offering innovative communication models such as 3D viewing, virtual fitting room, using live chats to answer queries that consumers have could contribute to achieve more fancy sensual pleasure and helps to enhance a hedonic shopping experience (Mintel, 2014a). Moreover, turning mass-produced garments into customized items will also help to create the unforgettable unique online shopping experience and then build brand love (IMGR, 2013).
References
1. Ashman, R., Vazquez, D., (2012), "Stimulating attachment to pure-player fashion retailers", International Journal of Retail & Distribution Management, Vol. 40, Iss: 12, pp. 975-996.
2. Cyr, D., Head, M., and Ivanov, A., (2009), "Perceived interactivity leading to e-loyalty: development of a model for cognitive-affective user responses", International Journal of Human-Computer Studies, Vol. 67, No. 10, pp. 850-69.
3. Drapers (2014a), "What does the increase in online shopping mean for the British high street?", available at: <http://www.drapersonline.com/insight/ask
-the-expert/what-does-the-increase-in-online-shopping-mean-for-the-british-high-street> (Accessed 12 October
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