ASOS Ready to Launch a Second British Invasion - On Facebook
It was only a matter of time until ASOS, the U.K.'s formidable e-tailer of all things chic, forged a path to its own Facebook shop. After all, ASOS is helmed by CEO Nick Robertson and a visionary merchandise management team who are aiming to be the "Amazon of fashion." And judging by the style and substance of retailer's existing Facebook presence, the sales shouldn't be far behind.
There aren't many apparel retailers (large or small) who aren't using Facebook to chat with customers and push promotions. ASOS, however, is the first European merchant to build a shopping site on the social network, on the heels of JCPenney's (JCP) launch stateside.
If you're following along at home, you know I was less than impressed with JCP's foray into Facebook. Texas-based JCPenney pushed out a huge selection of items from clothing to couch cushions --page after stripped-down page of stuff. It's a pity as JCP's recent partnership with People StyleWatch was a huge step in the right shopping direction. The team up (which is kind of buried under the Penney's tab on Facebook) offers customers a curated assortment of the trendiest goods, replete with accessories and the all-important click-to-buy links.
ASOS won't be making the same mistakes when it launches the FB shop later this month. Sure the store will have access to ASOS entire stock, no small feat considering it stocks over 800 brands and adds 1,500 new items each week. The difference is that ASOS is already well-versed in breaking things out for its customers.
Where JCP's info tab only touts the traditional corporate party line (Style you want, Quality you expect, Prices you'll love â€" yawn) ASOS serves up snappy language (you found us, lucky you) alongside links that lead directly to specific assortments. Guys, the notoriously impatient shoppers, don't get lost in a sea of clicks. One will get them straight to jeans, or whatever category they're looking for.
It's no doubt easier for ASOS to break it down this way as the company began by peddling looks "as seen on TV" on the backs of celebrity style makers. But the site gained steam by sharing on social networks (think 11 million unique visits per month and nearly 400,000 FB fans) which pushed it into the express lane of global expansion, all artfully distressed jeans and tatty hemlines in tow.
ASOS has profited handsomely thus far. Retail sales rose 59 percent in the fourth quarter of 2010. And while its UK business was responsible for 23 percent growth, the launch of U.S. French and German e-commerce sites catapulted ASOS' international business to a 156 percent increase.
Nick Robertson couldn't have known that the company's moniker, which stands for "as seen on screen," would have ASOS peddling direct to consumers on a Facebook screen when he launched in 200. But now avid fans of the fiercely fashionable never have to leave the comfort of their social network to dish, browse and buy. It's entirely possible ASOS will turn in even more impressive returns come the end of the next quarter.
Image via ASOS
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