Launched in 2000, ASOS was one of the world’s largest online fashion

specialists in 2018. Focusing on young consumers aged 16–25 years, the

company offered over 85,000 items on its websites, many times more
than the largest fashion stores, and added several thousand new lines
every week. Based in the United Kingdom, ASOS shipped products to 230
countries and territories, and international sales represented more than
62% of total revenues. When new CEO Nick Beighton took over from
founder Nick Robertson in September 2015, he faced some significant
challenges. While ASOS was large by online standards, traditional fashion
retailers were building their own online sales capabilities, and Amazon
was expanding its apparel offering. Meanwhile, new online competitors
were emerging at a rapid rate. After ASOS issued several profit warnings
in 2014, its growth had slowed to 18% in 2015. Beighton was convinced
that ASOS’s strategy was right and that the company needed to improve
its execution to recapture its historical success. In 2018, the company’s
performance under Beighton seemed to indicate that he was right, and
the stock price was at record highs. However, the threat of Amazon
remained.

 ASOS launched in 2000 and rapidly became one of the world’s

largest online fashion specialists. ASOS was born in the UK – one of
the most competitive, dynamic fashion markets in the world.

 The target market for ASOS is aged 16-25 years and caters for them
with over 85,000 items on its website. This is a substantial amount
on offer compared to competitors and they do this by adding
thousands of new lines each week.

 ASOS ship products to 230 countries and international sales account

for 62% of total revenues.

 ASOS acronym – registered in 1999 as www.asseenonscreen.com

and went live in March 2000. The business kept getting reffered to
as ‘ASOS’ so the directors and staff realised that the name needed
to be shortened.

 In October 2000, asos.com was created and by 2003 the whole

website and brand was complelty rebranded to ASOS.