Asos is a Britain fashion company born in 2000 that is one of the most important ecommerce in the UK and in the world. They not only distribute with their own brand (more than 60.000 products), but also with other important brands such as, Calvin Klein, Adidas or River Island (more than 850 brands).
It’s one of the first companies where young people decide to buy their clothes.
Currently, the company wants to reduce its prices on an international level to improve the sales. They also want to improve their customer service, introducing new proposals such as creating a central Europe warehouse in Germany and develop a technological platform, making free the return of the products, and investing in their business in China.
The principal investments in infrastructure and logistics have been made to finance its development in China, and it will help to double its sales capacity.
As the company is investing a lot, its profitability is lower than it was. But these investments will increase the logistic capacity of the business and efficiency in the long term. Asos bases its strategies on achieving its goals in the long term, not short.
It’s better to invest in future opportunities to develop the brand worldwide. The company wants to keep growing by internationalizing even more.