Research on the Online Marketing Strategy of ASOS’s Young Customer Market


  • Xinzhou Huang
  • Xingyu Zhou



ASOS; Internet and e-commerce; Online shopping; Marketing strategy.


In recent years, the rapid development of e-commerce has triggered new shopping demands. With the growth of e-commerce, online shopping has become the main way people choose. ASOS, a world-renowned online shopping brand, has achieved great success in this Internet era and e-commerce. In addition to its advantages of global distribution, wide variety, and low prices, it also uses magazines and various social media to promote the brand and make more people, especially the younger generation, familiar with it. However, as the industry leader, ASOS still has some problems. For example, there is no clothing area for children and the elderly, the target market range is not wide enough, etc. This report will study the background of the big time, the basic situation of ASOS and its marketing methods, and then propose corresponding solutions to the problems. Based on the analysis of the reasons why this brand is successful, then this paper can have a better understanding of studying millennials, online shopping, and e-commerce.


Download data is not yet available.


Simon Kemp. “More than 5 Billion People Now Use the Internet.” We Are Social U.K., 21 Apr. 2022,

Donni Juni Priansa, and Bethani Suryawardani. “Effects of e-Marketing and Social Media Marketing on e-Commerce Shopping Decisions.” Jurnal Manajemen Indonesia, vol. 20, no. 1, 2020, DOI:

Maria Dharmesti, et al. Understanding Online Shopping Behaviours and Purchase Intentions amongst Millennials. 30 Oct. 2019. DOI:

Yuqing Zhang. “Evaluating the Effectiveness of Loyalty Programmes in the Fashion Industry: A Case Study of ASOS UK.” Modern Economics & Management Forum, vol. 3, no. 3, July 2022, pp. 189–208, DOI:

ASOS: A Fashion E-commerce Giant following the Trend (Global Business Research Series 8), Accessed 28 July. 2022

Kaiyue, Jin, and Xiaochun Zhao. “ASOS: How Was the English SHEIN Made.” Sina Finance, 25 Apr. 2021,

ASOS Foundation &Success stories &About The Trust & The Prince’s Trust ( Accessed 28 July. 2022

ASOS website, Accessed 28 July. 2022

ASOS Vs. SHEIN Vs. Lulus Vs. Boohoo: Which Brand Is The Best? (History, Quality, Design & Price) - Extrabux”. Extrabux.Com, 2022,

Yan Chen. “The boss who was born in the 1990s sells 1 million yuan a month in an 80 square meter shop. How do they do it ?” Today Hotspot, 12 Aug. 2022

Gulbinovic, Chris. “6 Ways to Internationalize Your Sales.” Teamgate, Teamgate Blog, 14 Feb. 2022,





How to Cite

Huang, X., YOU, A. T., & Zhou, X. (2022). Research on the Online Marketing Strategy of ASOS’s Young Customer Market. BCP Business & Management, 32, 277–283.