No wonder ASOS is shipping two jumbo jets of product to Australia each week. I have been a big fan for years (even in the UK, let's say early 2006). Receiving another great email update, it made me think - what is behind its success, from a customer's point of view?
WEBSITE
fresh content / great images / user-friendly navigation / segmentation / search filters
PRODUCTS
super broad range and endless possibilities of choice (including curve and maternity), well-written product description and images - and best of all mini catwalk videos, and let's be honest, it's all very reasonably priced
SOCIAL MEDIA
sharing / engagement of fashion bloggers / personalisation - outfits & looks / trends & features, mobile phone app - ASOS have the most complex social media strategy I've ever seen
EXTRAS
magazine, own brands, great discounts, very good customer service, free shipping and returns
I love the way ASOS has built unbelievable number of loyal followers and to be honest, I don't see any similar competition in the years to come.
