Asos chases improved marketing ROI amid profitability ‘obsession’
Charlotte RogersWith UK sales down 8%, the ecommerce giant says it is “optimising marketing spend” and culling unprofitable brands in a bid to make £300m in savings.
Asos CEO blames acquisition slowdown on ‘insufficient’ brand spend
Michaela JeffersonAs the online fashion giant posts lacklustre results for 2022, new CEO José Antonio Ramos Calamonte outlines his plan to deliver long-term sustainable growth.
EasyJet poaches Asos’s top marketer as it brings back CMO position
Michaela JeffersonRobert Birge will be returning to the travel industry after more than two years leading marketing at online fashion giant Asos.
Asos plans to ‘scale-up’ broad-reach marketing to drive brand awareness
Cerys HollidayAsos delivered revenue growth of 4% in the six months to 28 February, and an adjusted profit before tax of £14.8m. This marks an 87% drop in profit since last year.
Asos plans to increase marketing spend to capture long-term growth
Michaela JeffersonAfter delivering a 30% increase in profits over the last financial year, Asos has laid out the five strategic pillars it is banking on to drive further growth.
Asos credits marketing’s role in record results
Michaela JeffersonThe online fashion retailer grew its sales by 24% over the first half of its financial year, after boosting digital marketing spend to raise brand awareness and drive traffic to the platform.
Asos stands to boost quality perceptions with Topshop acquisition
Manny PhamFrom a brand perspective, Asos is in much better health than the Arcadia brands it has acquired but buying up Topshop, Topman and Miss Selfridge will help it boost perceptions of quality.
Asos: Being open and transparent is key to building brand trust
Sarah VizardAsos believes the Covid-19 pandemic and supply chain allegations at rival Boohoo make clear and transparent communication more important than ever.
Luxury fashion cannot blame the climate crisis on the high street alone
Matt BarkerShortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
Asos was wrong to ditch print now its brand is in crisis
Matt BarkerAsos has culled its print magazine after 12 years amid a wider crisis for the brand but, as other companies can testify, a well-produced print title can still be a highly effective promotional tool.
Asos must tackle brand criticisms to reignite profit
Ellen HammettAnother profit warning and Twitter flogging shows the former darling of the fast-fashion world has a lot of ethical and operational issues to address.
1 Comment
Asos ‘upweights’ digital spend as it puts focus on acquisition
Sarah VizardThe online retailer is hoping an increase in the “velocity of conversations with customers” through an uptick in digital marketing and influencer activity will help turn round a slowdown in customer acquisition and website traffic.
1 Comment
What brands are doing to be more inclusive for people with disabilities
Ellen HammettFrom Asos’s wheelchair-friendly jumpsuit to Starbucks opening its first sign language store, brands are making moves to cater for people beyond the mainstream and unlock the potential of the ‘Purple Pound’.
Asos CEO ‘astonished’ by discounting levels as promotions hit profit
Ellen HammettAsos boss Nick Beighton says there has been an “unprecedented level” of discounting in the final quarter of the year, which caused the online retailer to issue a profit warning to the stock market this morning.
Asos A-List’s failure shows you don’t need a loyalty scheme to drive loyalty
Ellen HammettA-List didn’t fail because it was a Z-List scheme, rather it shows online-only retailers can engender customer loyalty with a focus on customer experience, rather than rewards.