ASOS SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 19069

SWOT Analysis of ASOS with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Clothing & Retail


Lifestyle and Retail

Tagline/ Slogan

Discover fashion online


One – stop fashion destination



Fashion and beauty products

Target Group

Young adults


Positioned as a platform to inspire and power your fashion discovery

ASOS SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of ASOS :

1. Sells over 850 brands as well as its own range of clothing and accessories
2. Innovative ways to display merchandise to customers and interactive ways to shop, including customer created looks, company edited fashion trends, and the ASOS marketplace.
3. UK's largest independent online and fashion beauty retailer
4. Connects with its customers through social media platforms including Twitter, Facebook, Instagram, Tumblr, Youtube, and Google+

5. International expansion and growth with sales growth outside of UK

6. New international supply chain platform, Allport, increases visibility and cooperation across ASOS’ international supply chain

7. Has over 4000 employees as a part of the organization

8. It has its business spread over 200 countries


1. The free shipping service provided by ASOS costs the company 100 million pounds on an annual basis.

2. Around 30% of purchases are returned to the company, resulting in additionally shipping charges for ASOS


1. Consumers are willing to spend more money on unique products
2.Increasing mobile penetration helps people to make more purchases from mobile platforms
3. Globalization is expanding the reach of retailers, as they are able to connect with consumers across the globe and grow their businesses


1. Larger retailers existing in both digital and physical form may have more brand recognition than ASOS, as they gain consumers through foot traffic as well as their online platform.

2. Uncertain economic times

ASOS Competition


Below are the 5 main ASOS competitors :

2.N Brown
3.Marks & Spencer
5.New Look

The brandguide table above concludes the ASOS SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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