Friday, 7 February 2014


To start my research I decide to look further into the Asos brand and what it was all about, as someone who shops on Asos I have my own personal opinion of what the brand is about but I decided to look further into what else was out there.

Biography is one of the UK's largest online-only fashion and beauty stores. Primarily aimed at 20 somethings, ASOS sells over 850 brands as well as its own range of clothing and accessories. Sales for the financial year ending 31 August 2013 were £753.8 million.  In May 2012, ASOS reported a jump in pre-tax profits from £15.7 million to £30.3 million, with sales up 46% at £495 million. is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewelry and beauty. The massive warehouse has an ever changing inventory with thousands of new products coming in each week. ASOS has websites targeting the UK, USA, France, Germany, Spain, Russia, Italy, Australia and China and also ships to over 237 other countries from its two distribution centres in the UK.
ASOS has over 21.3 million unique visitors a month and as of 31 August 2013 had 7.1 million active customers from 160 countries (defined as having shopped on ASOS in the last 12 months). As of October 2013, it has 7 million active users worldwide.
ASOS's headquarters are located in Camden Town, within a building known as Greater London House. As of 2013, its main fulfillment centre is in Barnsley,Yorkshire, which has 3,000 workers. Customer Care department is based in Hemel Hempstead. 

The asos brand also has a multitude of other linked business within it such as the marketplace and magazine which speaks to it's audience even more.

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