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?
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