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ASOS Supply Chains
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ASOS Supply Chains
Increasing efficiency
in SCM
Supply Chain Management (SCM) falls hand in hand with Customer Relationship Management (CRM) because ASOS will want to keep and maintain customers. When ASOS started out they had a ‘pull strategy’ – people wanted to go and see the clothes celebrities were wearing with minimal advertising required, however they implement more push strategies and advertising to push new customers to the site.
I’ll be looking at how ASOS could improve the efficiency of the supply chains of two garments in their range of dresses – a basic jersey dress and an embellished occasion dress. They both come from different countries which specialise in certain aspects of the items supply chain, and are at opposite ends of the spectrum when it comes to price and demand – one is a staple whereas one is a fashion piece. Due to ASOS’ e-commerce nature, it is quick and easy for them to find data on their customers and keep an accurate record of the stock they have as they are not monitoring data from multiple locations, so they have a head start on efficiency when it comes to this as they will be able to use EDI and RFID systems to keep the whole supply chain in the know.
- Founded June 2000 and are now the UK’s biggest fashion website
- 20-something target market
- Aim to be the number one online fashion store in the world
- Main competitors are Missguided and Boohoo.com due to their solely online nature
- 65,000 piece strong collection with 1,500 new products a week
- 21.3 million unique visitors a month and 7.1million shopper in the last 12 months
- The demand of ASOS’ customers is constantly changing
ASOS are a fast-fashion based company who try their best to get their customer what they want as soon as they want it, so they need an efficient, fast-paced supply chain to meet this. Quick Response methods will be in place so that ASOS can make changes to products even at the very last minute, no matter where in the world it is being produced. There is an implication in the fact that they stock so many different lines of merchandise, so this must also be accounted for in the supply chain.
Consumer
ASOS Distribution Centre
Producers from
5 continents
ASOS Embellished T-Shirt Dress
£150.00
100% Polyester Chiffon with Sequin & Bead Embellishment
China
ASOS Mini Cami Dress
£12.00
48% Cotton, 48% Modal, 4% Elastane Jersey Blend Fabric
Turkey