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ASOS SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 01, 2023Read time:

Here is a detailed SWOT analysis of ASOS covering strengths, weaknesses, opportunities and threats.

ASOS Strengths

  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

Above are the strengths in the SWOT Analysis of ASOS. The strengths of ASOS looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

ASOS Weaknesses

  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

These were the weaknesses in the ASOS SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

ASOS Opportunities

  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

Above we covered the opportunities in ASOS SWOT Analysis. The opportunities for any brand can include prospects of future growth.

ASOS Threats

  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

The threats in the SWOT Analysis of ASOS are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the ASOS SWOT analysis.

About ASOS

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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