How high is the brand awareness of ASOS in the UK? When it comes to fashion online shop users, brand awareness of ASOS is at 84 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is ASOS in the UK? In total, 28 percent of UK fashion online shop users say they like ASOS. However, in actuality, among the 84 percent of UK respondents who know ASOS, 33 percent of people like the brand.
What is the usage share of ASOS in the UK? All in all, 22 percent of fashion online shop users in the UK use ASOS. That means, of the 84 percent who know the brand, 26 percent use them.
How loyal are the customers of ASOS? Around 17 percent of fashion online shop users in the UK say they are likely to use ASOS again. Set in relation to the 22 percent usage share of the brand, this means that 77 percent of their customers show loyalty to the brand.
What's the buzz around ASOS in the UK? In September 2023, about 20 percent of UK fashion online shop users had heard about ASOS in the media, on social media, or in advertising over the past three months. Of the 84 percent who know the brand, that's 24 percent, meaning at the time of the survey there's some buzz around ASOS in the UK.
If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.
In September 2023, about 20 percent of UK fashion online shop users had heard about ASOS
ASOS
ASOS plc (/ˈeɪsɒs/ AY-soss) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults.
in the media, on social media, or in advertising over the past three months. Of the 84 percent who know the brand, that's 24 percent, meaning at the time of the survey there's some buzz around ASOS in the UK.
A survey conducted in 2024 showed the perception that adults in the United Kingdom (UK) had of the ASOS brand. On average, while 87 percent of people had heard of ASOS, only about 39 percent liked the brand.
Along with being both a fashion and a tech company, ASOS also sees itself as a content publisher specializing in fashion and lifestyle9. ASOS's fashion positioning is built on the Creator brand archetype – freedom to be who you want to be, creativity and self-expression are the main themes in the brand's communication.
Most of the online audience is based in the UK, where asos.com had the biggest share of voice in 2022. This means that the company's search visibility overshadows other major fashion brands like Next, Boohoo, or even Amazon. Online popularity mirrors the increasing general perception of the brand in the UK.
Sainsburys.co.uk is leading the Fashion e-commerce market in the UK, with e-commerce net sales of over 3 billion U.S. dollars in 2022 generated in the UK, followed by next.co.uk with 2.2 billion U.S. dollars. Third place is taken by asos.com with a revenue of almost 1.9 billion U.S. dollars.
In addition, Asos also focuses on offering stand-out, exclusive products which can't be found anywhere else. Prices on these 'exclusive' products tend to skew higher than the rest of the assortment and also help establish Asos trend-leading reputation, according to Edited.
ASOS has achieved great success by positioning its own brands within these price points, ASOS's competitive advantage here is multilayered. On the one hand, it can offer culturally relevant products faster than traditional brands but can also offer similar quality goods at a more affordable price.
The brand positioning of ASOS is very direct, a fast fashion brand targeting the young generation. professional team, ASOS keeps following fashion trends, pays attention to distinctive fashion brands, and selects the most fashionable suppliers. ASOS has a variety of products and more price choices.
ASOS plc (/ˈeɪsɒs/ AY-soss) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults.
Own-label and third-party brands: ASOS has a mix of its own-label brands, such as ASOS DESIGN, and collaborations with other brands, including established names and emerging designers. This combination allows ASOS to offer unique, exclusive products and stay ahead of the latest fashion trends.
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How many people are shopping online in the UK in 2024? 89% of people in the UK have bought something online in the year ending December 2023. Just 11.29% of respondents across all age groups in our survey said they haven't bought anything online at all in the past year.
But in October 2023, it was reported by Sky News that ASOS was exploring a sale of its Topshop brand - after it failed to reach the successes it used to enjoy (including a feature on the London Fashion Week schedule). Growth eventually decreased in the UK and flopped in North America, according to The Guardian.
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