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Boohoo is a leading online fashion retail group. The company designs, sources, markets, and sells clothing, shoes, and accessories to consumers aged between 16-24 years old in the United Kingdom and globally. Boohoo boasts of strong presence in the UK, US, Australia, and Ireland, but its products sell in over 200 countries. The ASOS (As Seen on Screen) is another leading fashion that operates an online shop. It sells over 850 brands of clothes, shoes, and accessories. ASOS tagline or slogan is “discover fashion online.” ASOS attracts over 20 million consumers in approximately 160 countries around the world. In general, both Boohoo and ASOS have almost similar business models because they operate exclusively online. Online operations provide both companies with a lower cost base. Another similarity is that both companies focus on the UK market and have desire to increase their exposure in foreign markets

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