ASOS' Competitive factors

ASOS' Competitive factors

1. Social/Cultural

   • Magazines eg.. Marie clare, vogue, glamour and red.
     • Advertising is key for asos to keep ahead of their customers.
   • Social Media
     • ASOS use social media like Twitter/Instagram/Facebook to keep in touch with their customers throughout the whole transaction.
       • ASOS can monitor who else's brands their customers are following/ liking

2. Technological/innovation

   • Apps
     • Android/ iphone
     • Digital magazines
       • Multiple channels to work from through the magazine and website.
     • Social media
       • ASOS use Twitter/Instagram/Facebook to ensure their customer is kept up to date with all the new things happening within the company.
   • ASOS use style, beauty, celebrities, music and TV to entertain our customers. This is through high quality blogs and editorial magazines.
   • First fashion retailer to do a moving catwalk

3. Environmental

   • Weather and natural disasters can affect the rate of production
     • Factory fires and transport difficulties can delay delivery
       • ASOS need to ensure a smooth next day delivery to keep that completive edge against other online retailers.
   • ASOS are up cycling clothing through their marketplace
     • The green room are some of the ASOS initiatives that underpin our commitment to ethical fashion.
       • Packaging and reducing emissions also makes the company more appealing to consumers due to it being more sustainable.

4. Legal

   • ASOS ethical code of conduct: defines the minimum standards that we require from all suppliers who manufacture or supply goods for ASOS
     • ASOS ethical standards
       • ASOS young worker and child labour policy- If they are caught using the wrong standards of trading people won't want to buy from the company again.
   • Minimum wage policies
     • Minimum wage is that law and ASOS must comply with this throughout their whole company.

5. Supply chain factor

   • Fast fashion means fast delivery and turn around of stock in the warehouse.

6. Political

   • Political decisions affect the economic environemnt
   • Political can also affect the socio/cultural environment
   • Workers rights and child political laws are prominent in the news
     • Positive manufacturing facilities and staff care needs to be ensured by law