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.
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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.
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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.
Asos: Instagram shopping could either turbo-charge our business or threaten it
Ellen HammettWhile Asos would rather keep consumers on its own site, CEO Nick Beighton said he is open to experimenting with new ecommerce channels, including Instagram Shopping, over the next 12 months.
Asos: We don’t know if social media is a threat or an enabler
Sarah VizardAs sites such as Instagram roll out buy buttons, the online retailer’s CEO admits social could be a “drag” going forward and that their impact isn’t straightforward.
Asos on why digital must be a balance between mass reach and targeting
Thomas HobbsThe fashion brand’s head of marketing analytics says brands should not prioritise targeting as a strategy and ignore reach.
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‘Investing in customer experience is now a winning formula for retailers’
Thomas HobbsAs Asos and Tesco once again reiterate their commitment to investing in customer experience, marketers should stand up and take notice.
John Lewis channels Dragons’ Den with new startup initiative
Rachel GeeRetailer hopes partnership with startup accelerator TrueStart can help it remain innovative amid disruption from brands such as Amazon, Asos and Aldi.
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BHS administration proves brands reliant on heritage are vulnerable
Thomas HobbsWith confirmation today (25 April) that BHS has filed for administration, its demise is proof that brands can no longer ride on past glories and must innovate to survive.
Mobile now accounts for 50% of sales at Asos
Thomas HobbsAsos saw 50% of its sales come through a mobile device in February, with the online fashion retailer reporting 3.2 million downloads of its mobile app in the six months to 29 February.