Everybody has favourite websites; sites you use, recommend and admire. I never look for inspiration from sites in my own market, but for leaders in other markets. That’s the only way you can innovate.

In my eyes ASOS stand out clearly as a company using a common sense, planned approach to rapid growth. ASOS’s recent annual report, gives a great insight into what a rapidly growing online trader is looking towards to maintain this growth.

asos

The headline figures:

  • Turnover: £81 million to £165 million
  • Profit: £37 million  to £71 million
  • International Sales: up 303% to £32 million

The full report is here

The ASOS story – ecommerce by numbers

Find a niche
ASOS (As Seen On Screen) began life imitating celebrity fashions. Seen a handbag posh spice  is wearing in a magazine? ASOS will sell you a handbag in the style of posh.

Grow the customer base
By doing a great job, customers used them often and recommended them to their friends, building a loyal bunch of fans.

Brand Extension
ASOS then launch into men’s, designer labels and kids

Overseas
The UK is a small place, lets take on the world.

What’s next for ASOS?

Delivery
Improved delivery has been identified as a big mover in increasing conversion rates. So much so that a same day delivery service is being launched.

Social Media
Growing the blog, Facebook, Twitter and Bebo channels are a fundamental part of the strategy. Building a community of people who love clothes and love talking to each other about clothes.

Overseas
A weak pound and economies of scale with delivery allow massive growth opportunities

More own brand
Now they have built a strong brand with a great identity it’s time to leverage it.

The lesson

It’s easy to look at your own competitors and copy them, but it will be time consuming and expensive to build a brand by doing this. ASOS didn’t start out saying “We want to be like Next”  they had a clear identity and worked it.

If you must copy somebody, look to leaders in other markets and take the best they have to offer. It’s a better way to retain a clear identity.

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