LEADERSHIP

FACTS! ->

what is asos?

• ASOS is an online platform which focuses on online retailing, it offers various branded items as well as their own label products for men, women and kids.

• They have multiple programmes such as the Affiliate Programme, which is used for influencers to promote ASOS's items and in return they earn comissions and followers. They also have ASOS Marketplace which lets consumers and sellers buy and sell new, pre-owned and vintage clothing (Fiebert, 2024).

• ASOS has continuously leveraged innovative technologies to stay head of the curve and attract the dynamic demands of its global customer base, but, how can this be imroved further in todays society?

RELEVANT DATA

56%

of people are likely to purchase an item in a AR experience

VIRTUAL TRY-ON (VTO)

• VTO is a new technology which allows customers to try on and mix and match apparel without the need of a fitting room.
• It has numerous benefits to both the organisation and consumers such as reassuring customers of their purchase by accurately fitting clothes/accessories on their own body.
• It can also create customer satisfaction and loyalty as most consumers that shop in a augmented reality experience enjoy it and are less likely to return items.
• organisations are able to attract new consumers with this type of technology allowing for great consumer engagement

H. Samuel, one of the worlds largest jewellers, adopted VTO, allowing customers to try on rings, watches, necklaces and more in order to feel confident before purchasing. (h.samuel, n.d.)

+INFO

BENEFITS OF VTO FOR ASOS

• Customer Experience: Taking this on-board could help ASOS become more customer-cenntric, focusing more on the customer experience, attracting new followers.
• Reduced Returns: Reduced amount of returns, as people can try on the clothes virtually before purchasing
• Competitive Advantage: not alot of online businesses are using such advanced technology, in doing so ASOS can gain a competitive advantage which can differ them from their competitiors
• Cost Savings: using VTO can reduce the costs for photoshoots and sampling which can benefit the organisation as they won't need to spend money unnecessarily

www.hsamuel.co.uk. (n.d.). Virtual Try On | How It Works. [online] Available at: https://www.hsamuel.co.uk/virtual-try-on. ‌[Accessed: 19th February 2024]

Kim, J. and Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), pp.45–59. doi:https://doi.org/10.1002/dir.20113. ‌[Accessed: 19th February 2024]

REFERENCES

Fiebert, A., (2024). 'ASOS Afilliate Program', [Online]. Available: https://getlasso.co/affiliate/asos/#:~:text=The%20ASOS%20affiliate%20program%20is%20a%20popular%20choice%20for%20Fashion,ASOS%20products%20and%20driving%20sales. [Accessed: 19th February 2024]

FACTS ABOUT ASOS

• ASOS is short for 'As Seen On Screen'
• It was first launched on 2nd June 2000 in Bristol by Nick Robertson, Andrew Regan, Quentin Griffiths and Deborah Thorpe
• Up to 2023, they have over 3,300 employees
• It was the first UK online retailer that launched catwalk videos to promote clothes
• Michelle Obama helped the brand become popular as she wore a dress from ASOS which went viral