ASOS Further Step On Artificial Intelligence In 2019

Artificial Intelligence (AI) plays a vital role for online retailers, and according to Andy Berks, digital product director at Asos, technology is the essential tool for the brand to give decent customer services, therefore, catering to increasingly digitally driven consumers (McDonald, 2018).

With new invention such as virtual mirror now, many retailers start using technology to add value of the online brand, which could be the next good feasible feature for Asos in the near future.

For keeping the key strategy related to the advanced of Artificial Intelligence, Asos recently launches shopping service on Google Assistant and FIT assistant to improve the User Experience (UX) that is one of the major considerations to keep the online business running smoothly. Through Google Assistant, the customer could directly access and shop at asos.com by voice command, it is exactly seems like living the future. The FIT Assistant feature will guide the customer even better by automatically find and match the right fit and feel more personalised.

This feature could also potentially minimise the return product and help the customer to shop accurately and more efficient as well, which lead to better customer loyalty because the customer comfort to online shopping is essentially about usability and ease by creating the leading-edge features.

2019 — Will ASOS remain the same strategy of transparency as sustainability trend is increasing in the retail industry?

As one of the fashion companies that has taken serious action to promote the circular fashion, Asos has begun the transparency approach such as publishing the Modern Slavery Statement, also commit to the Ethical Trade. It is a keen strategy to increase the brand awareness and consider it as brand unique selling point besides addressing the consumer demand that the majority is millennial, as well as tackling the social and environmental issue in the industry. 

On the millennial BPC consumer report 2018, it is projected that just above a quarter of the UK age structure population is Millennial, which predicted to be the highest number in the global workforce in 2020. The expected demographic gives an idea that fashion business must meet their taste and lifestyle principles, rather than Generation X (Mintel, 2018).

Moreover, one in three of millennials are more likely to buy from mindful brands. Asos has been ahead, and one of the pioneers manage to update the responsible targeting the sustainable fashion as recently Asos has taken the accountable movement in early 2019, to stop selling product with animal-based materials such as silk, cashmere including mother-of-pearl. Also followed by the persistence to add more departments to work on the sustainable product, they start to recruit the experts for it (Business of Fashion, 2017).