# ASOS
> ASOS is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, originally aimed at the 'AsSeenOnScreen' market, and has since grown into a global platform selling over 850 brands alongside its own labels. It primarily targets young adults through a mix of high-volume e-commerce and mobile-first shopping experiences.
- URL: https://optimly.ai/brand/asos
- Slug: asos
- BAI Score: 92/100
- Archetype: Challenger
- Category: Retail
- Last Analyzed: April 10, 2026
- Part of: ASOS plc (https://optimly.ai/brand/asos-plc)
## Competitors
- Boohoo Group (https://optimly.ai/brand/boohoo-group)
- Shein (https://optimly.ai/brand/shein)
- Zalando (https://optimly.ai/brand/zalando)
## Also Referenced By
- H&M Group (https://optimly.ai/brand/h-m-group)
- Mango (https://optimly.ai/brand/mango)
- Inditex (https://optimly.ai/brand/inditex)
- Boohoo (https://optimly.ai/brand/boohoo)
- Boohoo / BoohooMAN (https://optimly.ai/brand/boohooman-boohoo)
- New Look (https://optimly.ai/brand/new-look)
- Urban Outfitters (https://optimly.ai/brand/urban-outfitters)
- Amazon Fashion (https://optimly.ai/brand/amazon-fashion)
- Bershka Inditex Group (https://optimly.ai/brand/bershka-inditex-group)
- Cider (https://optimly.ai/brand/cider)
- ABOUT YOU (https://optimly.ai/brand/about-you)
## Sub-brands
- ASOS Design (https://optimly.ai/brand/asos-design)
## Buyer Intent Signals
Problems: Direct Brand Shopping: Using generic search engines to find fashion items or visiting individual brand websites directly. | Physical Department Stores: Shopping at physical department stores like Selfridges or Nordstrom to browse multiple brands in person.
Solutions: online clothes for 20 year olds | where to buy topshop jeans online | best multi-brand fashion ecommerce site | trendy summer dresses for women | most sustainable fast fashion brands | Marketplace Alternatives: Directly visiting Amazon Fashion or Zalando as the primary shopping destination.