55 The ASOS Consumer

Consumers

The brand is presented as a fashion destination for the Gen-Z mainly aimed at 15- 25 year old fashion-forward individuals who are interested in shopping from home online and searching for the latest fashion trends. Geographically, it targets a global audience with a major consumer based in the UK, USA, and Australia. Demographically speaking, the target customers are aged from 18- 23 years old as they appear to be the main consumer of fast fashion brands as well as the group who have adapted easily to online internet shopping. The second largest sector of consumer group who have adapted to internet shopping are consumers aged 24-29 years old, hence its consumers being a lot of students. Therefore, ASOS offering a wide variety of different priced brands really appears to its broad consumer base in terms of affordability and current trends.