ASOS SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 11, 2021

ASOS SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of ASOS, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like ASOS to benchmark its business & performance as compared to the competitors, and make strategic improvements. ASOS is one of the leading brands in the lifestyle and retail sector.

The article below lists the ASOS SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the ASOS SWOT Analysis:

SWOT Analysis of ASOS

For ASOS, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

ASOS Strengths

The strengths of ASOS looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of ASOS :

1. ASOS is one the largest independent online and fashion beauty retailer based out of UK

2. ASOS ells over 800 brands as well as its own private label of clothes and other merchandize

3. The company uses innovative ways to display merchandise to customers and interactive ways to shop, including customer created looks, company edited fashion trends, and the ASOS marketplace.

4. It connects and actively engages with its customers through social media platforms including Twitter, Facebook, Instagram, Youtube etc.

5. ASOS focuses on international expansion and growth with sales growth outside of UK

6. International supply chain has increased the visibility and business of ASOS globally

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

8. It has its business spread in close to 200 countries

9. The annual revenue of the brand is in excess of $3 billion

10. The company has strengthened its position in the online market via strategic investment in the ecommerce segment

ASOS Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the ASOS SWOT Analysis:

1. Immense competition from global retail players and ecommerce platforms means limited market share

2. The brand is largely dependent on a few countries for its revenue

ASOS Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in ASOS SWOT Analysis:

1. Consumers are willing to spend more money on unique products is a opportunity to grow for ASOS

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

ASOS Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of ASOS are as mentioned:

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

2. Uncertain economic conditions, fluctuating currency values etc. can lead to loss of business

3. The company needs to be wary of loss of confidential customer data

ASOS Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 7 competitors of ASOS:

1. Tesco

2. Amazon

3. Boots

4. Debenhams

5. Primark

6. Marks and Spencer

7. Boohoo

Hence this concludes the ASOS SWOT analysis.

Continue reading more about the brand/company.

About ASOS

ASOS Overview
Parent Company



Clothing & Retail


Lifestyle and Retail

Tagline/ Slogan

Discover fashion online


One – stop fashion destination


Fashion and beauty products

Target Market

Young adults looking to purchase goods online


Positioned as a platform to inspire and power your fashion discovery

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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