53 Brand Positioning

Brand Positioning

Competitors

“ASOS” stands for “as seen on screen”. The brand name is also used as the logo. Providing fast fashion at competitive prices and stimulating fashion editorials, the distinctive image of ASOS is well reflected by its merchandise assortments, packaging, and website design. It also diversifies rapidly from other competitors in the fashion sector such as Topshop, Zara, and H&M via social promotions and technological innovations.

ASOS has benefitted massively from its play positioning. It targets a particular market segment that are hugely internet users. Unlike Amazon, or eBay, ASOS only trades in the field of fashion and beauty to better serve audiences within specific market sectors. Therefore, its online presence is convenient to customers and enables the company to offer products at a more competitive price point than multichannel retailers.