- 2000–2004: Founding and listing
- 2005–2012: Development
- Asos Shares Plunge 40 Percent
- 2013–present: Global expansion
- Digital marketing
- External links
- If You Invested Right After Netflix's IPO (NFLX)
- When did asos ipo
- Independent news email
- AIM Rule 26 – ASOS plc
- WE ARE AUTHENTIC, BRAVE AND CREATIVE TO OUR CORE
- AIM Rule 26
- BANG ON TREND
- Asos co-founder sells £46m of shares in the online retailer to pay for divorce
- How Asos took over the world
ASOS plc (AY-soss) is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the UK, US and EU.
ASOS originally stood for AsSeenOnScreen with the tagline "Buy what you see on film and TV" because it exclusively sold imitations of clothing from those mediums (for example, Brad Pitt's red leather jacket from the 1999 movie Fight Club).
However, it no longer has that meaning and is generally stylised as an uppercase acronym, although the company's logo represents it in lower case.
ASOS' headquarters are in Camden Town, at Greater London House with additional offices in Paris, New York, Berlin, and Birmingham. As of 2013[update], their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,500 workers. The customer care department is based in Leavesden, near Watford, in southwest Hertfordshire.
2000–2004: Founding and listing
ASOS was established on 3 June 2000, by Nick Robertson,Andrew Regan and Quentin Griffiths.
In 2001, ASOS was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange. In 2003, ASOS shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to ASOS plc and ASOS.com Limited. In 2004, the company reported a maiden profit, with sales almost doubling in its first half. In 2004, ASOS introduced their own label for women's clothing.
In 2005, the Buncefield Fuel Depot explosion led to the closure of the business for six weeks and £5m of stock was lost. In 2008, ASOS debuted kidswear on its site, however the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers.
In 2010, ASOS announced it would no longer offer kidswear, to concentrate on its core young adult fashion market.
In the final quarter of 2010, ASOS launched three international online shops in France, Germany and the US.
In September 2011, they launched three more sites in Australia, Italy and Spain. In 2012, ASOS opened its first international office in Sydney, Australia, followed by an office in New York. Later on, the company launched its first drama-game show series, called #DIGIDATING, starring AJ Odudu.
Asos Shares Plunge 40 Percent
It was billed as an Internet dating show with backstage drama.
2013–present: Global expansion
In 2013, ASOS opened its first office outside the South East, in Birmingham. Later in 2013, ASOS recalled belts contaminated with radioactive cobalt-60. ASOS Russia and China were launched in the same. In 2014, a fire in their Barnsley warehouse caused them to stop taking orders for almost three days. In 2015, ASOS has over 4,000 employees and is the UK's largest independent online and fashion beauty retailer. During the 2014 Formula One season, ASOS was a sponsor of the McLaren Formula One team.
In September 2016, an investigative report from Buzzfeed News alleged poor working conditions at ASOS' warehouse.
However, company spokespersons contended that the isolated complaints reported in the Buzzfeed article were not reflective of the general working conditions there.
In April 2019, ASOS informed its clients through email that the company is looking into ways of changing its easy returns policy, after research showed customers were manipulating the easy return process and the company admitted that the previous return policy was environmentally costly.
In November 2009, ASOS claimed a ratio of one Twitter follower to eight Facebook fans to 100 active e-mail subscribers.
Their 2008 report pointed out that nearly 10% of sales could be directly attributed to email marketing.
In 2017 ASOS launched a campaign intended to take full advantage of the 'Instagram Stories' feature, encouraging users to upload videos of purchased ASOS products. 3 million people interacted with the video in the UK. ASOS uses the #AsSeenOnMe hashtag and any use of the hashtag adds the photos to an ASOS online database.
As of March 2018[update] A mobile app which has been downloaded 10 million times allows users to upload images of clothing they like and the app will then suggest matching or similar items that the company stock.
ASOS claims that in the UK 58% of purchases happen on mobile devices.
- ^Wang, Connie; Marinelli, Gina (19 March 2012). "29 Of Fashion's Biggest Mysteries, Solved!". Refinery29.
If You Invested Right After Netflix's IPO (NFLX)
Archived from the original on 7 April 2012. Retrieved 7 April 2012.
- ^ ab"About ASOS". ASOS.com. Retrieved 1 November 2015.
- ^"From AsSeenOnScreen the world's number one fashion destination for 20-somethings".
When did asos ipo
ASOS.com. Archived from the original on 29 May 2015. Retrieved 29 May 2015.
- ^"Wayback Machine entry for AsSeenOnScreen.com captured 18 May 2001". Internet Archive. Retrieved 5 November 2019.
- ^ abcYoung, Vicki M. (30 October 2013). "WWD CEO Summit: Asos.com's Nick Robertson Looks to the Future".
Independent news email
Retrieved 1 November 2013.
- ^ASOS sees significant growthArchived 29 May 2016 at the Wayback Machine OneHydra
- ^"ASOS office building fit for 'Millennial' robotic generation wins office awards". Watford Observer. Retrieved 3 July 2018.
- ^Richard Fletcher (6 June 2014).
"Darling of the dotcoms was a born survivor". The Times.
thetimes.co.uk/. Retrieved 1 July 2014.
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- ^Card, Jon.
AIM Rule 26 – ASOS plc
"Growing Business Success Stories – ASOS". Growingbusiness.co.uk. Archived from the original on 27 December 2010. Retrieved 23 February 2014.
- ^"Archived copy". Archived from the original on 5 August 2017.
WE ARE AUTHENTIC, BRAVE AND CREATIVE TO OUR CORE
Retrieved 26 September 2016.CS1 maint: archived copy as title (link)
- ^"ASOS profits jump 41pc on international expansion".
The Daily Telegraph. London. 2 June 2011.
- ^Kollewe, Julia (5 June 2014). "Asos timeline: from tiny startup to dressing Michelle Obama". The Guardian – via www.theguardian.com.
- ^"Archived copy". Archived from the original on 1 March 2016. Retrieved 11 February 2016.CS1 maint: archived copy as title (link)
- ^Enda Mullen (1 April 2013).
"Fashion chain ASOS opens up in Birmingham". Birminghampost.co.uk. Retrieved 23 February 2014.
- ^Simon Neville (27 May 2013). "Asos pulls belts in radioactive scare". The Guardian. Retrieved 3 June 2014.
- ^Scott Campbell (21 June 2014).
AIM Rule 26
"ASOS fashion warehouse "badly damaged" in fire". The Telegraph.
Retrieved 21 June 2014.
- ^"ASOS status monitoring". Retrieved 3 July 2014.
- ^"ASOS". Business of Fashion. Archived from the original on 21 August 2015. Retrieved 21 August 2015.
- ^"ASOS join McLaren sponsors for Australian GP".
BANG ON TREND
autoracesponser.co.uk. Archived from the original on 7 October 2014.
Retrieved 1 October 2014.
- ^"The History of ASOS". thefactshop.com. 29 September 2016. Retrieved 19 March 2018.
- ^Spary, Sara; Silver, Laura (16 September 2016). "The Real Cost of Asos's Fast Fashion". buzzfeed.com. Retrieved 30 September 2016.
- ^Butler, Sarah (4 April 2017). "Asos chief says warehouse conditions are 'great' despite complaints".
Asos co-founder sells £46m of shares in the online retailer to pay for divorce
The Guardian. Retrieved 18 September 2018.
- ^Jennings, Rebecca (11 April 2019). "Returning online purchases is getting harder. That's a good thing". Vox. Retrieved 23 April 2019.
- ^Chaffey, Dave (2010). "Applying organisational capability models to assess the maturity of digital-marketing governance". Journal of Marketing Management. 26:3–4 (3–4): 187–196.
How Asos took over the world
- ^"Great Work: ASOS on Instagram Stories". Creative Review. 18 December 2017.
- ^Hobbs, Thomas (20 March 2017). "Asos on why digital must be a balance between mass reach and targeting".
- ^Milnes, Hilary (14 August 2017). "How Asos gets 58 percent of customers to buy on mobile". digiday.com.