Style is what you choose

Destination of Discovery: ASOS

ASOS is a British online fashion and cosmetics company. In London, the company was launched in 2000 with a strong focus on young adults. The website sells over 850 brands, as well as its own apparel and accessories, and ships to all 196 countries through fulfilment centres in the UK, US, and Europe.

In terms of revenue, it is the world’s fourth-largest online fashion store.

Because it solely sold imitations of apparel from those mediums. ASOS was initially known as AsSeenOnScreen, with the tagline “Buy what you see on film and TV.” However, it no longer has that connotation and is commonly stylized as an uppercase acronym, even though it still has that meaning.

ASOS has offices in Camden City, Greater London House, Berlin, and Birmingham, as well as other locations. Its main office, which employs 3,500 people, has been in Barnsley, South Yorkshire, since 2013. The customer service section is located in Leavesden, Hertfordshire, near Watford.

Its website draws 6 million monthly visitors and has over 2 million registered users. Last year, its active client base grew by 3.1 million to 23.4 million. ASOS took over the Topshop, Topman, Miss Selfridge, and HIIT brands from the collapsed Phillip Green Arcadia Group in February 2021, resulting in global expansion.

Democracy in Fashion

ASOS has apparently championed the concept of fashion democracy and has launched a number of initiatives to accomplish so. For example, they promote body positivity and offer its ASOS Brands in over 30 sizes, with all sizes priced the same. Similarly, they strive to promote a positive body image and work with over 200 models to represent their target population. They also claim to not be in the business of digitally modifying the models’ appearance. Their models are all members of the ASOS family, and they are supported by a Model Welfare Policy.

ASOS has also demonstrated their environmental commitment. They believe that great fashion should not be compromised in any way, whether in terms of style, price, or impact. That is why they have set hard goals for themselves to lessen the impact of their product, business, and logistics, and they are constantly seeking for new ways to further sustainability. They work hard to guarantee that animals are not harmed in the name of fashion, and they follow stringent sourcing rules for leather and produce animal-free products.

Foundation Run by ASOS:

They also established the ASOS Foundation, which received full charity status in 2013 and provides infrastructure, training, and assistance to underprivileged young individuals. The Prince’s Trust, Centrepoint, Udayan Care, SOKO Community Trust, and Wildlife Works Carbon Trust are among the charities with which the company collaborates to achieve long-term change in the UK, India, and Kenya.

SOME POINTS TO FOCUS ON:

Sustainable sources account for 36% of all fibres used by ASOS brands.
According to ASOS’ 2020 circular fashion pledges, 76% of garments sold on their marketplace are vintage or pre-worn.
ASOS was the first e-commerce company to sign a labour rights agreement with Industry ALL, a global trade union.
Cashmere, mohair, feathers, down, silk, bone, teeth, horn, and shell are all prohibited on ASOS websites.
In 2018, ASOS partnered with London College of Fashion’s Centre for Sustainable Fashion to establish a circular design pilot training programme.
100% of ASOS design teams participated in a series of seminars and conversations focusing on circular design concepts, case studies, and practical applications.
In October 2018, ASOS staff participated in a pilot clothes recycling initiative to test a potential consumer offer.
In March 2019, ASOS took part in the Ellen Macarthur wearnext campaign in New York City, collaborating with the fashion industry to combat waste.

Asos sells 850 different brands:

Asos can legitimately be described as an internet retail behemoth. They have their own brand as well as 850 other brands to choose from. They’re constantly adding new product categories, and their growth is accelerating. They’re a fantastic firm, and it’ll be intriguing to see where they’ll be in a year.

They offer a special discount to students:

Asos understands that students are frequently overwhelmed by the additional costs of books and tuition. Asos offers customers a unique discount to assist offset expenditures and recognise their efforts for self-improvement. All students receive a 10% discount on products purchased from the Asos website. This is just one of the many considerate things Asos does to show that they care about their consumers. If you’ve never purchased with Asos before and you’re a student, don’t miss out on this chance to save even more money on one of the most up-and-coming online stores in the world today.

Asos publishes a magazine:

Customers who are unaware of this will be delighted to hear that Asos also publishes a print magazine. While online reading is convenient, there are times when having a tangible copy in your hands that does not require the use of technology is preferable. Their journal has a circulation of 500,000, making it a significant publication. Taylor Swift, Elizabeth Olsen, Amandla Stenberg, and others are among the superstars that have graced the cover.