‘Asos must up marketing as sales slow’

Asos has reported a significant slowdown in UK sales for last year prompting analysts to warn that it must improve its marketing to maintain its strong position in the UK as competition from rivals increases.


Total UK sales increased 7% for the full year to £197.9m. In the previous year, Asos reported a 25% rise over the full year to £184.1m.

Despite a 63% rise in international sales to £77m during the quarter and a 103% increase over the full year to £283.7m, this fell slightly below analyst expectations.

Total group sales increased 34% to £124.2 during the quarter and 49% year-on-year to £481.6.

International sales now account for 59% of total Asos sales.

Neil Saunders, managing director of retail consultancy Conlumino, says Asos will need to up its marketing game to retain its strong position in the UK after reporting growth below the rate for online fashion sales in the UK.

“Part of the reason behind this [slowdown] is the intensification of competition in the online fashion with both physical retailers upping internet standards and players like eBay launching their own propositions. Against this backdrop, Asos will need to work harder on the marketing front and ensure it remains sufficiently differentiated in terms of products and collections,” he says.

In March, Asos promoted its strategist Terri Westlake to lead global marketing on an interim basis following the departure of former global marketing boss Clare Dobbie who took up a role at Hobbs.

She is responsible for brand and digital marketing and advertising, including content creation, communications, PR and CRM.

Nick Robertson, Asos CEO, says that the online fashion retailer is committed to its global expansion strategy and is confident about the coming financial year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here