Examine individual changes

'{{short description|British online retailer}} {{Use dmy dates|date=October 2020}} {{Use British English|date=February 2012}} {{Infobox company | name = ASOS plc | logo = Asos.svg | logo_size = 250px | type = [[Public company|Public]] | traded_as = {{LSE|ASC}} | founders = [[Nick Robertson (businessman)|Nick Robertson]]<br>[[Andrew Regan]]<br> Quentin Griffiths <br> Deborah Thorpe | key_people = {{unbulleted list|class=nowrap|Ian Dyson (Chair)|Nick Beighton (former CEO)|[[Anders Holch Povlsen]] (26.41% stake)}} | industry = {{Unbulleted list|[[Clothing industry]]|[[Online shopping]]}} | products = {{Unbulleted list|Clothes|Shoes|Accessories|Beauty}} | revenue = {{increase}} £3.26 billion (2020)<ref name=yahoo>{{Cite web |url=https://finance.yahoo.com/quote/ASC.L/financials/ |title=ASOS PLC ORD 3.5P (ASC.L) Income Statement - Yahoo Finance |website=finance.yahoo.com |language=en-US |access-date=2020-03-10}}</ref> | profit = £142 million (2020)<ref name=yahoo /> | owners = | num_employees = 4,000+ (2019)<ref name=yahoo /> | subsid = {{Unbulleted list|ASOS.com Limited|[[Topshop]]|[[Topman]]|[[Miss Selfridge]]}} | website = {{url|asos.com}}<br />{{url|asosplc.com}}<br />{{url|marketplace.asos.com}} | foundation = {{Start date and age|2000|6|3|df=y}} | location = {{Nowrap|[[London]], [[England]], [[United Kingdom|UK]]}} }} '''ASOS plc''' ({{IPAc-en|ˈ|eɪ|s|ɒ|s}} {{respell|AY|soss}})<ref>{{cite web|title=29 of Fashion's Biggest Mysteries, Solved! |first=Connie |last=Wang |author2=Marinelli, Gina |url=http://www.refinery29.com/burning-fashion-questions-answered/slideshow?page=11 |work=Refinery29 |date=19 March 2012 |access-date=7 April 2012 |archive-url=https://www.webcitation.org/66k7ZOqBW?url=http://www.refinery29.com/burning-fashion-questions-answered/slideshow?page=11 |archive-date=7 April 2012 |url-status = live}}</ref> is a British online [[fashion]] and [[Cosmetics|cosmetic]] retailer. The company was founded in 2000 in London, primarily aimed at young adults.<ref name="about">{{cite web |title = About ASOS|url = http://www.asos.com/infopages/pgeaboutus.aspx|publisher = ASOS.com|access-date = 1 November 2015}}</ref> The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the UK, USA and Europe.<ref name="about" /> ASOS originally stood for ''AsSeenOnScreen''<ref name="asos18967">{{cite web|url=http://www.asos.com/asos-as-seen-on-screen/cat/pgehtml.aspx?cid=18967&r=2|title=From AsSeenOnScreen the world's number one fashion destination for 20-somethings|website=ASOS.com|archive-url=https://web.archive.org/web/20150529112657/http://www.asos.com/asos-as-seen-on-screen/cat/pgehtml.aspx?cid=18967&r=2|archive-date=29 May 2015|url-status = dead|access-date=29 May 2015}}</ref> with the tagline "Buy what you see on film and TV"<ref>{{cite web |title=Wayback Machine entry for AsSeenOnScreen.com captured 18 May 2001|url=http://www.asseenonscreen.com/|archive-url=https://web.archive.org/web/20010518080223/http://www.asseenonscreen.com/|url-status=dead|archive-date=18 May 2001|website=Internet Archive |access-date=5 November 2019}}</ref> because it exclusively sold imitations of clothing from those mediums (for example, [[Brad Pitt]]'s red leather jacket from the 1999 film ''[[Fight Club]]''). However, it no longer has that meaning and is generally stylised as an uppercase acronym, although the company's logo represents it in lower case. ASOS' headquarters are in [[Camden Town]], at [[Greater London House]] with additional offices in Berlin and Birmingham. {{As of| 2013}}, their main fulfilment centre is in [[Barnsley]], [[South Yorkshire]], where they employ 3,500 workers.<ref name="WWD CEO summit 2013">{{cite web | url=http://www.wwd.com/retail-news/direct-internet-catalogue/asoscoms-nick-robertson-looks-to-the-future-7255134?navSection=package&navId=7253694&src=nl/newsAlert/20131101-5 | title=WWD CEO Summit: Asos.com's Nick Robertson Looks to the Future | publisher=WWD | date=30 October 2013 | access-date=1 November 2013 | author=Young, Vicki M.}}</ref> The customer care department is based in [[Leavesden, Hertfordshire|Leavesden]].<ref>{{cite web |title=ASOS office building fit for 'Millennial' robotic generation wins office awards |url=http://www.watfordobserver.co.uk/news/16205528.Office_building_fit_for___39_Millennial__39__generation_wins_office_awards/ |website=Watford Observer |access-date=3 July 2018}}</ref> The Danish company [[Bestseller (company)|Bestseller A/S]], owned by the business magnate [[Anders Holch Povlsen]], is ASOS' largest stakeholder, with a 26% share.<ref name=ASOS-PLC-Major-Shareholders>{{cite web|url=https://www.asosplc.com/investors/shareholder-information/major-shareholders|title=Major Shareholders|website=asosplc.com|access-date=2020-10-13|language=en}}</ref> In January 2021, ASOS plc submitted a bid to [[Deloitte]] on 18 January to acquire the [[Topshop]], [[Topman]], [[Miss Selfridge]] and HIIT brands from the failed [[Arcadia Group]]. On 1 February it was announced that ASOS had been successful, bidding against companies including [[Frasers Group]] and consortia of [[Next plc|Next]] and [[Davidson Kempner Capital Management|Davidson Kempner]], and [[Authentic Brands Group|Authentic Brands]] and [[JD Sports]]. The deal finalised on 4 February 2021 with the brands, £300 million of stock and 300 Arcadia staff members transferring to ASOS. The associated stores were not included in the sale and will be closed. In June 2021, ASOS launched a partnership with [[Lush_(company)|Lush Fresh Handmade Cosmetics]].<ref>{{cite web |title=Lush x ASOS |url=https://weare.lush.com/lush-life/our-staff-room/lush-x-asos/ |publisher=ASOS.com |access-date=24 September 2021}}</ref> ==History== === 2000–2004: Founding and listing === ASOS was established on 3 June 2000, by [[Nick Robertson (businessman)|Nick Robertson]],<ref name="WWD CEO summit 2013" /> [[Andrew Regan]],<ref>{{Cite news|last=Fildes|first=Nic|title=City puts on its best to greet Asos successor|newspaper=[[The Times]]|language=en|url=https://www.thetimes.co.uk/article/city-puts-on-its-best-to-greet-asos-successor-v2nx5sr5ss7|access-date=2020-07-10|issn=0140-0460}}</ref> Quentin Griffiths and Deborah Thorpe. In 2001, ASOS was admitted to the [[Alternative Investment Market]] (AIM) on the [[London Stock Exchange]].<ref>{{cite news|author=Richard Fletcher|date=2014-06-06|title=Darling of the dotcoms was a born survivor|newspaper=The Times|url=http://www.thetimes.co.uk/tto/business/industries/technology/article4110427.ece|access-date=2014-07-01}}</ref> In 2003, ASOS shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to ASOS plc and ASOS.com Limited. In 2004, the company reported a maiden profit, with sales almost doubling in its first half.<ref name="auto">{{Cite web|title=The timeline of ASOS.com – Telegraph|url=http://fashion.telegraph.co.uk/news-features/TMG8269298/The-timeline-of-ASOS.com.html|access-date=2018-03-22|website=The Telegraph}}</ref> In 2004, ASOS introduced their own label for women's clothing.<ref name="auto"/> === 2005–2012: Development === In 2005, the [[Buncefield fire|Buncefield Fuel Depot explosion]] led to the closure of the business for six weeks and £5m of stock was lost.<ref>{{cite web|last=Card|first=Jon|title=Growing Business Success Stories – ASOS|url=http://www.growingbusiness.co.uk/asos.html|url-status=dead|archive-url=https://web.archive.org/web/20101227095410/http://www.growingbusiness.co.uk/asos.html|archive-date=27 December 2010|access-date=2014-02-23|publisher=Growing Business}}</ref> In 2008, ASOS debuted kidswear on its site, however the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers. In 2010, ASOS announced it would no longer offer kidswear, to concentrate on its core young adult fashion market.<ref>{{Cite web |url=https://lilyheritage.co.uk/blog/What_happened_to_ASOS_kids/ |title=Archived copy |access-date=26 September 2016 |archive-url=https://web.archive.org/web/20170805141840/https://lilyheritage.co.uk/blog/What_happened_to_ASOS_kids/ |archive-date=5 August 2017 |url-status=dead }}</ref> In the final quarter of 2010, ASOS launched three international online shops in France, Germany and the US. In November 2010, ASOS launched its marketplace platform for boutiques, vintage collectors, individuals and designers to trade from virtual market stalls to customers globally.<ref>{{Cite web|last=Milligan|first=Lauren|date=24 November 2010|title=To Market|url=https://www.vogue.co.uk/article/asos-marketplace-launches|url-status=live|archive-url=https://web.archive.org/web/20160917051348/http://www.vogue.co.uk:80/article/asos-marketplace-launches |archive-date=17 September 2016 |access-date=2021-01-31|website=British Vogue|language=en-GB}}</ref> In September 2011, ASOS launched three more sites in Australia, Italy and Spain.<ref>{{cite news|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8551844/ASOS-profits-jump-41pc-on-international-expansion.html|title=ASOS profits jump 41pc on international expansion|date=2 June 2011|work=The Daily Telegraph|location=London}}</ref> In 2012, ASOS opened its first international office in Sydney, Australia, followed by an office in New York.<ref>{{cite news|last=Kollewe|first=Julia|date=5 June 2014|title=Asos timeline: from tiny startup to dressing Michelle Obama|newspaper=The Guardian|url=https://www.theguardian.com/business/2014/jun/05/asos-timeline-startup-michelle-obama}}</ref> Later on, the company launched its first drama-game show series, called ''#DIGIDATING'', starring [[AJ Odudu]]. It was billed as an Internet dating show with backstage drama.<ref>{{Cite web |url=https://likes.asos.com/30494/love-is-in-the-air-digi-dating-has-landed/ |title=Archived copy |access-date=11 February 2016 |archive-url=https://web.archive.org/web/20160301214121/https://likes.asos.com/30494/love-is-in-the-air-digi-dating-has-landed/ |archive-date=1 March 2016 |url-status = dead}}</ref> === 2013–present: Global expansion === In 2013, ASOS opened its first office outside the South East, in [[Birmingham]].<ref>{{cite web|author=Enda Mullen|date=2013-04-01|title=Fashion chain ASOS opens up in Birmingham|url=http://www.birminghampost.co.uk/business/fashion-chain-asos-opens-first-3906393|access-date=2014-02-23|work=Birmingham Post}}</ref> Later in 2013, ASOS recalled belts contaminated with radioactive [[cobalt-60]].<ref>{{cite news|author=Simon Neville |url=https://www.theguardian.com/business/2013/may/27/asos-withdraws-belts-radioactive-scare |title=Asos pulls belts in radioactive scare |newspaper=The Guardian |date=2013-05-27 |access-date=2014-06-03}}</ref> ASOS Russia and China were launched in the same year.<ref name="WWD CEO summit 2013" /> In 2014, a fire in the Barnsley warehouse prevented them from taking orders for almost three days.<ref>{{cite news|author=Scott Campbell |url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10916355/ASOS-fashion-warehouse-badly-damaged-in-fire.html |title=ASOS fashion warehouse "badly damaged" in fire |publisher=The Telegraph |date=2014-06-21 |access-date=2014-06-21}}</ref><ref>{{cite web|url=http://www.currentlydown.com/asos.com#chart-2014-06-22|title=ASOS status monitoring|access-date=2014-07-03}}</ref> During the [[2014 Formula One season]], ASOS was a sponsor of the [[McLaren]] Formula One team.<ref>{{cite web|title=ASOS join McLaren sponsors for Australian GP|url=http://autoracesponsor.co.uk/2014/03/17/asos-joined-mclaren-sponsors-australian-gp/|url-status=dead|archive-url=https://web.archive.org/web/20141007072434/http://autoracesponsor.co.uk/2014/03/17/asos-joined-mclaren-sponsors-australian-gp/|archive-date=7 October 2014|access-date=1 October 2014|website=Auto Race Sponsor}}</ref><ref>{{cite web|date=2016-09-29|title=The History of ASOS|url=https://www.thefactshop.com/blog/fashion-facts/asos-history|access-date=19 March 2018|website=The Fact Shop}}</ref> In 2015, ASOS had over 4,000 employees and was the UK's largest independent online and fashion beauty retailer.<ref>{{cite web |url=http://www.businessoffashion.com/community/companies/asos |title=ASOS |publisher=Business of Fashion |access-date=21 August 2015 |archive-url=https://web.archive.org/web/20150821002449/http://www.businessoffashion.com/community/companies/asos |archive-date=21 August 2015 |url-status = dead}}</ref> In September 2016, an investigative report from [[BuzzFeed|Buzzfeed]] News alleged poor working conditions at ASOS' warehouse. However, company spokespersons contended that the isolated complaints reported in the Buzzfeed article were not reflective of the general working conditions there.<ref>{{cite web|last1=Spary|first1=Sara|last2=Silver|first2=Laura|date=2016-09-16|title=The Real Cost of Asos's Fast Fashion|url=https://www.buzzfeed.com/saraspary/these-asos-workers-are-paying-the-true-price-of-your-order|access-date=2016-09-30|publisher=Buzzfeed}}</ref><ref>{{Cite news|url=https://www.theguardian.com/business/2017/apr/04/asos-chief-executive-says-barnsley-warehouse-conditions-great|title=Asos chief says warehouse conditions are 'great' despite complaints|last=Butler|first=Sarah|date=2017-04-04|newspaper=The Guardian|access-date=18 September 2018}}</ref> In April 2019, ASOS informed its clients through email that the company is looking into ways of changing its easy returns policy, after research showed customers were manipulating the easy return process. The company also admitted that the previous return policy was environmentally costly.<ref>{{Cite web|url=https://www.vox.com/the-goods/2019/4/11/18300880/asos-return-policy-amazon-everlane-sephora|title=Returning online purchases is getting harder. That's a good thing.|last=Jennings|first=Rebecca|date=2019-04-11|website=Vox|access-date=2019-04-23}}</ref> In April 2020, during the [[COVID-19]] pandemic, ASOS was accused by some staff and workers unions of ''"playing Russian roulette with people’s lives"'' by failing to adequately enforce preventative measures in their Grimethorpe, Barnsley site.<ref>{{cite web |last1=Butler |first1=Sarah |title='Cradle of disease': Asos warehouse staff reveal coronavirus fears |url=https://www.theguardian.com/global/2020/mar/30/asos-workers-coronavirus-fears-online-fashion-safety-barnsley-warehouse |website=The Guardian |access-date=9 May 2020 |date=30 March 2020}}</ref><ref>{{cite web |title=Coronavirus: Calls to protect 'vital' warehouse workers |url=https://www.bbc.co.uk/news/uk-england-south-yorkshire-52139917 |website=BBC |access-date=9 May 2020 |date=2 April 2020}}</ref><ref>{{cite web |last1=Saad |first1=Laith |title='This Isn't Essential': Asos Workers Fight for Safety During Coronavirus |url=https://novaramedia.com/2020/05/02/this-isnt-essential-asos-workers-fight-for-safety-during-coronavirus/ |access-date=9 May 2020 |archive-url=https://web.archive.org/web/20200503123321/https://novaramedia.com/2020/05/02/this-isnt-essential-asos-workers-fight-for-safety-during-coronavirus/ |archive-date=3 May 2020 |date=2 May 2020}}</ref> It was claimed that warehouse staff could not safely operate whilst maintaining social distancing, that the staff felt unsafe and that ASOS's product was not actually essential, thus not meeting the UK Government's recommendation that only essential workplaces remain open.<ref>{{cite web |title=ASOS are 'playing Russian roulette with people's lives' as they refuse to enforce social distancing in packed warehouses amid the Coronavirus crisis |url=https://www.gmb.org.uk/news/asos-playing-russian-roulette-peoples-lives |website=GMB |access-date=9 May 2020 |date=28 March 2020}}</ref> The company refuted these claims, claiming they had sufficiently changed their operation to comply, Barnsley Council also inspected the site and found that the company was complying.<ref>{{cite web |last1=Olulode |first1=Celestina |title=Coronavirus: ASOS denies claims staff are unsafe at work during outbreak |url=https://www.bbc.co.uk/news/newsbeat-52110105 |website=BBC |access-date=9 May 2020 |date=1 April 2020}}</ref> In October 2020, ASOS Marketplace announced that it would not be charging commission rates on small business transactions to provide support through the COVID-19 pandemic for sellers. <ref>{{Cite web|date=|title=Asos Marketplace axes commission rates until the end of 2020|url=https://uk.fashionnetwork.com/news/Asos-marketplace-axes-commission-rates-until-the-end-of-2020,1259094.html|url-status=live|archive-url=|archive-date=|access-date=2021-01-31|website=FashionNetwork.com|language=en-UK}}</ref> As of 2021, ASOS has partnered with delivery company DPD of [[DPDgroup]] to allow shoppers the option to donate unwanted clothing to charity. <ref>{{Cite web|url=https://www.drapersonline.com/news/asos-and-dpd-launch-textile-recycling-initiative|title=Asos and DPD launch textile recycling initiative |last=Wadham|first=Caroline|date=15 April 2021|website=Drapers|access-date=12 May 2021}}</ref> In February 2021, it was announced that ASOS was to acquire the [[Topshop]], [[Topman]], [[Miss Selfridge]] and HIIT brands from collapsed [[Philip Green]]'s [[Arcadia Group]]. On 4 February, the three former [[Arcadia Group]] brands became wholly owned subsidiaries of ASOS along with 300 head office staff members from Arcadia and Topshop/Topman Limited. ASOS has noted that they are not against retaining the iconic 214 Oxford Street Topshop/Topman store. However, CEO Nick Beighton noted to the press that ASOS is "not a store business" and that it was not a priority for ASOS at the current moment. In November 2021, Ian Dyson became Chair.<ref>{{Cite web|url=https://www.asosplc.com/this-is-asos/our-leadership/board-directors/|title = Board of directors}}</ref> Following the [[2022 Russian invasion of Ukraine|Russian invasion of Ukraine]] in 2022, ASOS suspended its operations in Russia.<ref>{{Cite web |date=2022-03-02 |title=Worldwide fashion industry urged to show support for Ukraine |url=https://www.theguardian.com/world/2022/mar/02/worldwide-fashion-industry-urged-to-show-support-for-ukraine |access-date=2022-04-20 |website=the Guardian |language=en}}</ref><ref>{{Cite web |date=2022-04-12 |title=Asos expects £14m hit from halting trade in Russia after invasion of Ukraine |url=https://www.theguardian.com/business/2022/apr/12/asos-expects-14m-hit-from-halting-trade-in-russia-after-invasion-of-ukraine |access-date=2022-04-20 |website=the Guardian |language=en}}</ref> ==Digital marketing== In November 2009, ASOS claimed a ratio of one Twitter follower to eight Facebook fans to 100 active e-mail subscribers. Their 2008 report pointed out that nearly 10% of sales could be directly attributed to email marketing.<ref>{{Cite journal|last=Chaffey|first=Dave|date=2010|title=Applying organisational capability models to assess the maturity of digital-marketing governance|journal=Journal of Marketing Management|volume=26:3–4|issue=3–4|pages=187–196|doi=10.1080/02672571003612192|s2cid=167722437}}</ref> In 2017, ASOS launched a campaign intended to take full advantage of the 'Instagram Stories' feature, encouraging users to upload videos of purchased ASOS products. 3 million people interacted with the video in the UK.<ref>{{Cite web|url=https://www.creativereview.co.uk/great-work-asos-instagram-stories/|title=Great Work: ASOS on Instagram Stories|date=18 December 2017|website=Creative Review}}</ref> ASOS uses the #AsSeenOnMe [[hashtag]] and any use of the hashtag adds the photos to an ASOS online database.<ref name=":2">{{Cite web|url=https://www.marketingweek.com/2017/03/20/asos-targeting-mass-reach/|title=Asos on why digital must be a balance between mass reach and targeting|last=Hobbs|first=Thomas|date=20 March 2017|website=Marketing Week}}</ref> On its [[YouTube]] channel, ASOS features series such as ''How to Style'', ''Face + Body'' and ''Sneakers in 60 Seconds'', which are hosted by fashion influencers to inspire users' fashion choices. ==References== {{Reflist}} https://www.asosplc.com/investors/latest-results ==External links== {{commons category|ASOS.com}} * [http://www.asos.com/ Official website] * {{Official website|http://asosplc.com|name=Official corporate website}} {{Authority control}} {{DEFAULTSORT:Asos.Com}} [[Category:2000 establishments in England]] [[Category:2001 initial public offerings]] [[Category:British brands]] [[Category:Clothing brands of the United Kingdom]] [[Category:Companies based in the London Borough of Camden]] [[Category:Companies listed on the Alternative Investment Market]] [[Category:Companies listed on the London Stock Exchange]] [[Category:Internet properties established in 2000]] [[Category:Online clothing retailers of the United Kingdom]] [[Category:British companies established in 2000]] [[Category:Retail companies established in 2000]]'