6.
20
Macro and Micro Environment
6.1
Marcro Environment (PESTLE) Ananylsis
The full macro trends evaluation can be found in Appendix 4 - PESTLE Evaluation. Economic Political 1.The tax levels are vary in different countries 2.The customs duty on overseas parcels 3.Free trading policy in America 4.Government actions: In some countries some social networks like twitter, YouTube and Facebook are banned by the government, which causes ASOS fails to adopt its communication strategies. 5.Government regulations in terms of worker health and safety 6.Mary portas polis report 7.The OECD Guidelines to international retailers (OECD Annual Report, 2012). Social and Cultural 1.Demographics factor- In Asian countries people are skinnier and shorter, that will force ASOS to rearrange the product lines in Asian language sites. 2.If it will expand the market into the Middle East, the relational facts will have to be taken into account. 3.In east Europe and Japan, aging issue is crucial. The amount of young population is less than the elder, and ASOS will be influenced because there are not enough young people to be targeted . 4.Lifestyle factor- in some countries, people do not really shop online (Appendix Graph A4.3-1) 5.Culture difference affect people have different opinion on fashion 6.fashion trends are varying in countries such as print colour and fabric trends 7.Some people have preference of local well known brands than brands from other countries. 8.Its target consumer group of 15-34 is the largest composition of Internet users Legal
1.The income levels are vary and that relates to the comsuption level of customers (Appendix graph A4.21) 2.Employment levels- The employment wedges are growing, and the production costs are growing which do not heavily reflect on the price points on designer and luxury brands as their price is driven by other factors, but it will influence the price of high street fashion products 3.Costs of material and labour are increasing 4.High street product price point is different in countries 5.Rate of inflation 6.Economic growth 7.Inflation rise the production and operating costs (Euromonitor, 2012) 8. Growing E market (Appendix Graph A4.2-2/ A4.2-3) 8.Textile and clothing is the most trading segment in E-commerce 9.Euro zone stuck in recession Technological
1.3D printing 2.New manufacturing facilities can be improved to create new textiles. 3.People shop on mobile devices via shopping apps (Appendix Graph 4-42) 4.Companies are paying more attention to operational system to enable global visibility and better management control 5.Demands of new technique in production 6.Technology innovations are important to E tailers 7.Tablet users are increasing 8.Personal information and passwords can be hacked 9.Importance of security checkout
1.Legal incompetence of Designs protection will cause counterfeiting (IPO, 2012) 2.Internet Privacy 3.Account information credit card information can be stole and that will make the company be involved in lawsuits 4.Employment law 5.Child labour 6.Extensive legal checks in different countries when expand to the globe
Environmental 1.Material using 2.The use of toxic dye 3.Green credentials 4.CSR policy 5.Commercial advantage by being green 6.Greenwash 7.Energy consumption issue 8.“Throwaway Fashion� trend