Shopping Online to Look Like a Celebrity
Online fashion retailer asos.com has built its business on one simple principle: helping consumers dress like celebrities. The idea, as The Guardian explained, is to have models parading down the catwalk wearing outfits similar to those seen on the famous so that the not-famous can choose a style they would like to emulate at a fraction of the cost.
The site actually links fashion looks to faces. Customers can click on their favorite celebrity/pop star and view clothes that look a bit like things they have been pictured in. Victoria Beckham, Lindsay Lohan and Jennifer Lopez have proved to be particular favorites. Another unique feature is the ability for consumers to then see the item on models parading down the catwalk.
The site now carries 250 brands including big names such as Balenciaga and YSL. Targeting women aged 18 to 34, Asos claims some 1.7 million registered users, according to The Guardian, with 180,000 potential customers browsing each day and 200,000 orders at an average £60 each month. Menswear makes up 15 percent of sales, beauty and cosmetics three percent. Each of the 8,300 items is photographed and stock turned (replaced) every nine weeks.
Since starting the business in 2000, founder Nick Robertson has seen it grow to an £80m ($160m) annual turnover with shares having increased in value from 5p each when it was first listed on AIM four years ago to 282p today.
Mr. Robertson explains that his site shows clothes better than retailers' own websites, especially because of the catwalk feature. Several chains are adding their products to those already on Asos but he would eventually like to have them all, making Asos a virtual fashion mall. He also hopes to make the site more intelligent so that each shopper is recognized on entry and shown only relevant products.
Other ideas include expanding the Asos magazine, creating a marketplace where customers can sell their own clothes and offering designer end-of-lines at knockdown prices. Soon everyone will look like a celebrity.
Discussion questions: What do you think of asos.com's use of celebrity connections and catwalks to sell fashion apparel? Is Asos taking celebrity connections to online fashion retailing to a new level? Should department stores and fashion boutiques pursue similar techniques to capitalize more on celebrity and designer connections?