Swot Analysis Of Asos

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ASOS main customer base are women in between the ages of 18 – 30 who are interested in fashion and beauty. These people are likely to be keeping up with the latest fashion and beauty trends and very aligned with the digital world.
Rodgers (1983) identified five facts that could potentially slow down the speed and extent of adoption: these factors include relative advantage, compatibility, complexity, trialability and observability.
Relative advantage:
Rate of adoption of a new offering depends on its relative advantage as perceived by its prospective customers, business dictionary (N.D). Meaning if a new product is useful and unlike another product out their customers will adopt it faster.
Complexity:
People are not likely to adopt an innovation that is too difficult to use, OnDigitalMarketing (2012). However, if the innovation is simple and easy the customers won’t find it a challenge and therefore will adopt the process or product faster.
Observability:
People need to know about a new product and see it for themselves. If a customer can observe the advantages of a new product/process it will make them want to adopt the process or buy the product. Positive reactions to a new product will catch more customer attention and …show more content…
Establishing performance metrics is essential so that we can make sure we are satisfying customers, Boundless (N.D). We need to define what we want to measure: an essential metric for ASOS is conversions. The ultimate conversion for ASOS is a sale; ASOS is completely an online brand therefore all sales will be made online. However, we need to determine where our conversion rates are coming from e.g. social media, email, ASOS app. For example, a business profile on Instagram gives access to Instagram insights so ASOS could measure how different product photos perform against each
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