Asos is a British online store with fashionable clothes for young people, where many other brands are represented in addition to the Asos brand: Esprit, Adidas, Prada, UGG, River Island, Boss, Lacoste, American Apparel, Wrangler, Gap, Calvin Klein, Roberto Cavalli, Levi's, and many other well-known and popular manufacturers. Clothing designed for liberated and bold people to look stylish and unique. Apart from the popular urban style, classic clothes and footwear are offered. Ask any marketer to give the name of the company they admire and the answer will always include: ASOS. ASOS is a place of online fashion mainly for the millennium generation. Its web platform works by selecting the best fashion products from different brands and grouping them with company products. This strategy not only helped ASOS to sell its own products, but also made them the best online fashion destination.
In fact, the company has accumulated over 80,000 branded products. How did ASOS become a fashion empire in just a few years? Partly through marketing strategies focusing on brand awareness and popularity. In 1999, two ordinary Brits came up with the idea of setting up a fashion company that copied fashionable styles and designs of popular celebrities. Nick Robertson and Quentin Griffiths did not know at the time that their modest idea would grow into something as big as the current ASOS.
The name ASOS stands for 'As Seen On Screen', although many customers of this brand do not know about it. Originally known as 'AsSeenOnScreen Limited', the company soon shortened its name to ASOS in less than a year. In 2001, their website was officially www.asos.co.uk and the name AsSeenOnScreen was successful. Robertson and Griffiths continued to work tirelessly to provide elegant and stylish fashion products that could be seen on TV. At about the same time, the company was admitted to the AIM (Alternative Investment Market) at the London Stock Exchange, which means that shares could now be traded. This enabled ASOS to benefit its shareholders and investors by helping to add more products and clothing lines. Soon afterwards ASOS developed and started selling products that were not necessarily seen on the screen. This prompted owners and managers to seriously consider changing their registered name to ASOS Limited. In 2003, everyone agreed that ASOS was the name that customers should recognize and so it was formally changed in legal documents.
Expansion and success online Over the years ASOS began to grow outside the UK, offering its products to customers in other countries around the world. Until 2013, they offered products in several departments, including men's and womenswear, jewellery, accessories and even cosmetic products. Customers in the US, France and Germany could order all their favourite products from the ASOS website since 2010. A year later, websites were launched for clients residing in Spain, Italy and Australia, and ASOS chose the Australian city of Sydney to open its first office outside the UK. In 2013 they launched online stores in Russia and China. As the company became an international favourite in the fashion world, ASOS had to open offices in the UK outside London and the South West. 'We have always been committed to giving young people the opportunity to realise their potential'. — Nick Robertson, founder of ASOS, said in an interview. The emphasis on corporate responsibility led the company to establish the ASOS Foundation, which builds infrastructure and educational initiatives. Through the ASOS Foundation, it has implemented training programmes aimed at providing opportunities for children interested in technology and fashion.
At the same time ASOS continues to work with charities such as the Prince's Trust and SOKO Community Trust to fulfil its responsibility. By emphasizing corporate responsibility and informing customers who they help, ASOS creates a brand with a positive image.
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