The essay "An E-fashion Retailer Analysis" presents an overview of different companies strategies for their online sales.
There has been a growth in internet accessibility and usage on the whole. Online sales of clothing rank fourth highest with travel services, software and media sector occupying the first three positions. More consumers across the globe are purchasing computers and gaining access to the internet and are, therefore, attracted to a myriad of online websites operated by fashion retailers.
Typically, consumers in the past were wary of buying apparel online. Females, in particular, would want to touch and see the apparel physically for obvious reasons such as buying the size that best fits them or feeling the quality of the fabric. In recent years, this trend has been changing and more consumer, including females, are comfortable with purchasing apparel online. The theory of buyer behavior demonstrates the buyer black box of which the buyer decision process is a subset. Consequently, the model of consumer buying process explains how consumers engage in information search after they have realized the need to purchase a product. This has been catered to by online fashion retailers who have now adopted the model of a “virtual store” whereby consumers can have a 360-degree view of products they intend to buy by seeing the product from different sides. The “zoom in” function can help consumers see the fabric/texture as well as design that they could otherwise have viewed had they been present physically at the store. Although the initial target market was U.K customers, ASOS has expanded to include American customers through its online store. 3. Online Marketing Mix a. Product ASOS primarily sells clothing that is worn by celebrities in the media. The company offers various brands under one umbrella and includes affordable clothing as well as expensive lines. The company sells over 50,000 product lines from approximately 800 global brands including Ralph Lauren as well as designer brands such as Sonia Rykiel (Perrey & Spillecke, 2013). As per the company’s marketing strategy, over thousands of new products are added on a weekly basis, thereby sustaining the interest of customers. With its strong and multi-brand product portfolio and customer service, the company ranks as the 5th most popular online shopping destination in U.K, beating H&M in terms of having twice the number of unique customers visiting the website (Perrey & Spillec