Swine flu’s out of the headlines, but there’s something else going around in online fashion retail; I’m calling it asositis.
Asositis is the preoccupation to acquire the qualities of ASOS – the brands, the audience, the prominence and generally everything that comes with it.
I’ll accept that ASOS has done a lot to drive the industry and grow the market, so it’s inevitable that retailers aspire to be like them, and professionals aspire to work for them.
But it’s time to get rid of Asositis where online retailers beat themselves up for being far behind and wonder why they’re yet to grab that market share.
Any online retailer that commits to a £5m per year marketing/advertising budget, for at least three years in today’s market, is permitted to have asositis.
That budget and commitment to offline brand awareness (which less trackable) is what is getting ASOS noticed – and yes, of course the talented people that work there too.
It’s OK to have something to look up to - each to their own - but it has to be matched with perspective.
If ASOS is doing something, they’re doing it because it’s right for them. Does that mean it’s right for everyone?
Read more about online fashion atwww.leonbaileygreen.com