An analysis of ASOS’s use of online relational strategies to generate customer engagement

Abstract

Founded in the year 2000, ASOS are now a global leading online fashion

retailer focusing on “empowering 20-somethings to look, feel and be their

best so they can achieve amazing things†(ASOS 2017). As a company

solely online, ASOS have to consider how to compete in a competitive

market to maintain a loyal customer base. The purpose of this paper is to

analyse how online relational strategies used by ASOS generate customer

engagement within their target market.