Online Marketing Essay Example | Topics and Well Written Essays - 1750 words - 1

Online Marketing - Essay Example (Prideaux 2004, 30) To understand what attributes are implemented in the online retail sector, we will consider the way one online fashion retailers www.ASOS.com markets its products and brands. This UK online fashion store was started in 2000. ASOS.com offers an extensive range of top women’s and men’s fashion, designer labels, lifestyle accessories and cult beauty brands at very competitive prices. As one of the top two most visited online stores in the UK, sales at ASOS rose by 39% t to  £18 million in 2007. The number of registered users of the Asos web site increased by 60% to 960,000 over the year. It plans increased its revenue from third-party advertising by almost 70% in 2008. Some of the advantages of the company are as follows: www.ASOS.com offers to its customers in Europe and the USA a four-day delivery at the cost of  £3, and a one-day delivery for  £5 only. The customers can pay with either their credit or debit cards, filling in the online enquiry forms. The website of the company has the option of converting the prices from British pounds to dollars or euro. All items are described meticulously, including the material they are made from, length (for dresses and skirts), etc. ‘Clearance’ section of the website presents a wide variety of discounted items sold at very cheap prices. ‘Copying’ the clothes of the ‘stars’ have resulted in many million profit that www.ASOS.com has gained, and helped the company become second largest online shop in Great Britain with the annual revenue growth rate as high as 30-40%. Further on, we will dwell upon the characteristics of the e-tailer’s website in more detail. The main challenges that online fashion retailers have to face are overcoming the customers’ unwillingness to purchase clothes online, as well as their fears concerning security issues and confidentiality.