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Was it right for ASOS to leave the Drapers Etail Awards empty handed?

Some of you may have been surprised to learn ASOS, the leading online only fashion store, left the Drapers Etail Awards 2010 empty handed.

Considering they’ve won a string of industry and consumer awards since 2000 (see the list here) it’s unlikely that they’ll be crying into their coffees any time soon. I have noticed they haven’t got round to updating that Awards History list.

At the time of writing this the last published award on the ASOS website was November 2009 when they picked up Etailer of the Year at the Drapers Awards. Since then they’ve won the Handbag Online Fashion Award for Best Boutique Site, and the Snow Valley Golden Chariot award for their excellent delivery services.

Some would say it’s a sign of complacency, but it could be argued that ASOS is passed (or indeed above) communicating its credentials to gain trust. Is it?

As I said, ASOS won’t be worried about missing out on an award this year, but they may be wondering how they’re seen in the wider industry.

As a company they’re still growing but they’ll continue to be judged by their previous growth; and ASOS has historically had some pretty mammoth growth numbers which it’ll probably never see again in the near future.

Walking away empty handed is possibly as good as winning an award. It’ll make them, and possibly their investors, ask questions and more importantly take action, doing everything they can in 2010 to win a Drapers Etail Award in 2011.

Do you think ASOS should have won an award?

Read more about online fashion atwww.theonlinefashionagency.com

Readers' comments (5)

  • Anonymous

    I guess its only fair that other etailers get a go but I would have expected ASOS to win at least one of the awards for something..

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  • I would only imagine that by now these awards don't mean much to ASOS considering that they are more of an Industry Benchmark or Yardstick. Would Rolls Royce or Bentley be upset if they didnt win Luxury Vehicle manufacturer of the year award? No! Would Lamborghini be upset if they didnt win Sports Car of the year manufacturer award?! TESCO - Supermarket of the Year?! ASOS has graduated to a whole different Tier now and unless there is an award for Fashion Etailer of the decade and they dont win, they shouldnt even blink an eye! Besides for the investors, the awards are in the Profit!

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  • Anonymous

    Would Rolls Royce or Bentley be upset? would Tesco be upset? blah blah! surely you are missing the point here. In winning an award to the best in any industry is surely an honour and something that everyone should be aiming for? whats the point in just setling for 2nd or 3rd best?

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  • Anonymous

    An award does not necessarily indicate that one may be the best, as by definition from a business perspective, the best would be the one generating the most amount of revenue/profit?!

    I think the point Rishi is trying make is that while another "run of the mill" award would make a great addition to their existing trophy case, ASOS no longer need an award to prove their supremacy in the e-tail fashion segment. With their Plus range and other departments, they now have "bigger" fish to fry. Next year, they may want to target the online Department Store category e-tail awards and similarly position themselves as the Selfridges of the e-tail segment which is exactly the direction they seem to be heading in.

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  • They should win if they are the best in that field no matter how many times they have won.
    I dont think they are that bothered nor will it harm their rep.

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