Using the online fashion brand ASOS as an example, let’s explore in Table 8.4 how PESTLE can be used as an evaluation tool to review digital opportunities and threats.

Questions

• Considering the digital opportunities for ASOS, which should be prioritised? Identify two of the top priorities to address now.
• What is missing from this evaluation? Can you add further threats and turn them into opportunities for ASOS?

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Table 8.4 Digital PESTLE used as an evaluation of opportunities and threats Digital threats Digital opportunities Skilled digital workers may need to Establish remote working facilities in key locations leave the UK as it leaves the EU to retain the skills PESTLE factor Political Economic Social Higher taxes may be imposed to sell online goods in different countries; the full impact of the UK's decision to leave the EU is still unknown (Mintel, 2016) Consumers may start renting clothes instead of purchasing outright as relationships to possessions change (Bardhiet et al., 2012) Create micro-sites to address larger customer bases in Europe Trial a rental option for certain clothes and accessories