Online Marketing Consultant.

So ASOS, formerly As Seen on Screen, has announced a 90% increase in year-on-year sales (£81m).

Does this mean they’ve got the market sewn up? Have they created a product/brand/service that fashionistas just can’t live without? And is this a web business that is simply untouchable?

Figures, numbers and a four pence increase in the company’s share price would suggest so.

Although ASOS is a business that has so far understood how web works and constantly adapts its brand, I would say there needs to be some caution when celebrating its success.

Yes, it has virtually come from nowhere to compete with bricks and mortar brands. Yes, it has picked up on a niche (celebrity fashion) at the right time and yes, it has grown into a beast that has fashion brands dying to be a part of it. But how long will it last?

I reckon ASOS is in danger of becoming the Yahoo! of the online fashion world. Not that Yahoo!, which is worth $44bn, is a failure, but it’s hardly Google - the first name in search.

Online fashion is still a growing market (as was search), and ASOS seems to be one of the first online only beneficiaries (as was Yahoo). But then will come along a product that’s bigger and better (just like Google).