If Asos is going to continue to attract its 16-to-34-year-old customer base, it will need to continue to attract a workforce of the same age in order to remain relevant. That's something that Asos IT director Dan West is very aware of, and his attitudes to IT reflect that.
Asos IT director Dan West encourages developments like consumerisation of IT and staff using social networking in the workplace.
However, there are tight guidelines in its use.
The company has grown from two people when it started to around 800. What was once a simple site is now a sophisticated ecommerce platform with many layers. Operating once in Engish only, it is a multi-language platform today.
IT director Dan West explained the introduction of its own brands, a clear policy on sourcing of the goods and free delivery have all put Asos in the strong retail position it in today.
Asos IT director Dan West is well aware of the constraints and opportunities of the market. ecommerce has become so commonplace now, future consumers will expect not to have to go and shop for physical items.
ASOS HQ is an art deco building which billows with clothing at every corner. There are dozens of studios where models parade on in-house catwalks.
Teams of photographers capture everything and send the fashion shots instantly over to the designers who control the Asos website and its self-published fashion magazine. It is the fashion industry at high-speed.
Asos uses a web-based application for choosing the optimal delivery path through the supply chain for every order.
The importance of this cannot be stressed enough as Asos offers free delivery and free returns to all customers. West says this system is not only important for ensuring Asos delivers on its core proposition to the customer, but also for operational efficiency: Asos needs to ensure that every single item carried delivers the best deal for both itself and the customer.
ASOS IT director Dan West's biggest problem at the moment is recruiting the right people.
He says: "I want people that are passionate about e-commerce and technology. They are out there and in IT there are so many roles and skills to get where itundefineds DBA or BA,undefined he says of the rampant opportunities that an IT career can offer.
"People come here as they want to see their ideas come to fruition."