ASOS SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of ASOS analyses the brand/company with its strengths, weaknesses, opportunities & threats. In ASOS SWOT Analysis, 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 industry. As of 2020, ASOS is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top ASOS competitors and includes ASOS target market, segmentation, positioning & Unique Selling Proposition (USP).

ASOS SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
ASOS Brand Analysis
Parent Company



Clothing & Retail


Lifestyle and Retail

Tagline/ Slogan

Discover fashion online


One – stop fashion destination

ASOS Segmentation

Fashion and beauty products

ASOS Target Market

Young adults

ASOS Positioning

Positioned as a platform to inspire and power your fashion discovery

ASOS SWOT Analysis
ASOS Strengths

Below are the Strengths in the 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

ASOS Weaknesses

Here are the weaknesses in the ASOS SWOT Analysis:

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

ASOS Opportunities

Following are the Opportunities in ASOS SWOT Analysis:

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

ASOS Threats

The threats in the SWOT Analysis of ASOS are as mentioned:

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 top 5 ASOS competitors:

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

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to ASOS. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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