The emergence of digital technology and e-commerce has revolutionised the fashion industry as much as any other, with consumers embracing the ability to browse and search for items with the click of a button. Some commentators suggested that the industry was less likely to be impacted than others, as consumers need to try on garments before purchasing. However, this ignored the fact that Littlewoods and Next had managed to carve a profitable niche with their catalogue services that enabled people to receive free catalogues to browse at leisure and then make a purchase — returning if necessary. This model paved the way for online-only companies such as ASOS and Boohoo.
Initially ASOS (an acronym for ‘As Seen On Screen’) had to build its reputation by offering ‘me-too’ variations on the major brands, but as the customer base grew, the established fashion houses quickly realised that the e-commerce platform provided a further route to market. By linking up with some of the major high street retailers, ASOS has gone from strength to strength. The success of the business has been boosted by the development of technology and the greater availability of higher broadband speeds and a wider wireless and 4G network that enables people to browse using their phones (m-commerce as opposed to e-commerce?). Websites that are image- and content-heavy are far easier to access than they once were.
Your organisation does not have access to this article.
Sign up today to give your students the edge they need to achieve their best grades with subject expertise
Subscribe
