ASOS

ASOS is a British online fashion and cosmetic retailer primarily targeting young adults. Founded in London as As Seen On Screen, selling clothes similar to those worn by celebrities, the company has evolved into one of the world's largest online fashion destinations. ASOS offers over 850 brands plus its own-label products across women's and men's clothing, footwear, accessories, beauty products, and activewear. The platform is characterized by its vast selection of styles encompassing everything from everyday basics to cutting-edge fashion, with constant new arrivals and over 5,000 new products added weekly. ASOS differentiates itself with inclusive sizing through their ASOS Curve, Tall, Petite, and Maternity ranges, ensuring fashion accessibility for diverse body types. The company maintains a strong digital-first approach with features including AI-powered visual search, augmented reality "See My Fit" technology, and their "Fit Assistant" tool for sizing recommendations. ASOS serves a global customer base, operating localized websites for major markets with country-specific sizing, payment options, and delivery services. Their business model balances third-party brands with their own private labels including ASOS Design, ASOS Edition, and ASOS 4505, which enable them to respond rapidly to emerging trends. Sustainability has become an increasing focus with their "Fashion with Integrity" program addressing environmental impact and ethical trade. As a digital native retailer without physical stores, ASOS pioneered many e-commerce innovations including free shipping and returns, next-day delivery options, and early adoption of mobile shopping technology, helping transform how younger consumers discover and purchase fashion in the digital age.