Improving sales performance management in textile and fashion companies:a case study of ASOS

Sales performance management is one of the key processes in companies from various industries. Improving business strategies through planning, analyzing, guiding and managing sales activities presents the overall aim of sales performance management for achieving companies’ strategic business goals. The main objective of the paper is to present the application of a set of key performance indicators for improving online sales performance management in the textile and fashion industry. The characteristics of traditional and online sales, and their comparative analysis in companies from the textile and fashion industry, are presented. Also, the possibilities of implementing modern sales methods, techniques and information and communication technologies for improving online sales performance management are presented. The defined set of key performance indicators is applied to the example of one of the leading companies in online sales in the textile and fashion industry, the company ASOS. Based on the results, it can be concluded that four of the sales performance values of the ASOS are at a satisfactory level, while three should be ameliorated by implementing some of the recommendations for improvement presented in the paper.