With the rapid growth of smart phones users, companies slowly gives up the traditional method to reach out to customers – advertisements, and instead use mobile apps to capture as much attention from customers as they possibly can. Social media takes the most responsibility for such changing trend. It also became a bridge for companies to access its customers. With such benefits, the competition between fashion clothing companies increased enormously. Customers have almost perfectly transparent access to companies’ data, including costs, prices, and more, they can easily jump from a company to another for lower prices. Thus price war is no longer an option for companies to attract and keep its customers.
People have unlimited wants and often value wants more than needs. Clothing is a typical example. Teenagers nowadays constantly changing their clothes and buy new ones to keep up with the fashion trend. In result companies like ASOS display thousands and thousands of clothing options in their mobile app.
Before you even access to the clothing, the app does a series of categorization for genders, styles, and types of clothes. Customers even need to join or sign in to allow ASOS to collect their shopping habits and preferences to decide on what kind of products to display or recommend.
These filtering features allow us to look at the clothes we wish to purchase instead of browsing through other things we do not want to buy. Along with other user-friendly features, ASOS successfully capture not only the local teenagers in UK but also the globe. Without such marketing method, ASOS would have not increase its sales and possibly fail to stand in the industry.