ASOS brand profile in the UK 2023

How high is the brand awareness of ASOS in the UK?
When it comes to fashion online shop users, brand awareness of ASOS is at 84 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is ASOS in the UK?
In total, 28 percent of UK fashion online shop users say they like ASOS. However, in actuality, among the 84 percent of UK respondents who know ASOS, 33 percent of people like the brand.

What is the usage share of ASOS in the UK?
All in all, 22 percent of fashion online shop users in the UK use ASOS. That means, of the 84 percent who know the brand, 26 percent use them.

How loyal are the customers of ASOS?
Around 17 percent of fashion online shop users in the UK say they are likely to use ASOS again. Set in relation to the 22 percent usage share of the brand, this means that 77 percent of their customers show loyalty to the brand.

What's the buzz around ASOS in the UK?
In September 2023, about 20 percent of UK fashion online shop users had heard about ASOS in the media, on social media, or in advertising over the past three months. Of the 84 percent who know the brand, that's 24 percent, meaning at the time of the survey there's some buzz around ASOS in the UK.

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