Performance in the six months to 28 February was driven by a 26 per cent increase in UK sales and a 39 per cent rise in international markets. International sales now account for 61 per cent of retail sales. The business reported a 33 per cent rise in group revenue to £359.7m in the period.
The company hailed investments made in its marketing teams in the UK, France, Germany, Australia and the US during this period along with its expanding digital offering for the “strong” performance.
Asos increased its marketing investmetn 88 per cent year on year during the six month period to more than £20m and upstaffed its UK and international marketing teams.
It plans to continue investing in its local teams as well and grow its social media services to reach its £1bn sales target by 2015.
Asos chief executive Nick Robertson, says: We have continued to invest in all aspects of the customer offer to maximise the growth opportunity; investing in product price and quality, enhanced delivery options, a broad range of marketing initiatives, focused local teams in international territories and continual improvement to our technology platforms, most notably mobile and international sites.
“We are already seeing the benefits of this investment across all territories with increased customer awareness, increased shopper frequency, higher conversion rates, more items per basket and strong sales growth. At the same time we have reached the milestone of six million active customers worldwide.”
The company has stepped up efforts to identify mobile content and commerce opportunities following the appointment of former Marks and Spencer fashion chief Kate Bostock as its product director last October. Last year, it launched a weekly magazine on iPhones to serve fans weekly branded content.
Retail experts say Asos’ recent focus on supporting sub brands such as its FashionFinder micro site and homeware labels has helped put it in a strong position to achieve long term sustainable growth.
Asos claims to be the third most visited clothing website on the planet, attracting 17.5 million unique visits a month and 6 million active customers in 160 countries.