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Our mission remains unchanged: to be the world’s no.1 fashion destination for 20-somethings. We have made great progress towards this over the past financial year against our four strategic pillars.


12.4(+25%) Total active customers1. 7.7(+28%) International active customers1.
1,348.7(+22%) Total visits. 908.6(+25%) International visits.
38.3(+30%) Total orders. 19.4(+30%) International orders.
3.08 (+4%) Average order frequency. 48.5(-30bps) Retail gross margin.
4.4% (+40bps) PBT margin from continuing operations before exceptional items.

1 As at 31 August 2016, defined as having shopped in the past 12 months.


  • Continuation of our 'first price, right price' strategy resulting in the launch of thousands of new styles in an ever-changing brand portfolio to provide the best edit of the latest trends to customers, including the addition of upcoming brands such as Young Bohemians, Nocozo and Sixth June, as well as more famous names from Matthew Williamson to Kendall and Kylie and a host of new and exclusive specialist brands.
  • Extension of our own-label range through the launch of the ASOS Bridal collection and expansion of ASOS White and ASOS Red Carpet collections.
  • Our strategy to focus on newness has driven sales growth, improved our full price sell-through and resulted in faster stock turn.
85,000 (+6%) Number of product lines. 4,000  (+30%) Number of new styles each week.
850  (+6%) Number of brands. 56% Branded vs 44% Own-label mix.
Over 50,000 Own-label styles designed in-house. Over 60% of styles are exclusive to ASOS.


  • Achieved record levels of active installations with customers using our apps on average eight times a month.
  • Re-launched iOS ASOS mobile app with a complete refresh using the latest technology and boosting the user experience.
  • Updated our Android app multiple times to improve quality and performance; Android is also our platform of choice for the initial roll-out of our new checkout experience, the ASOS New Digital Platform.
66 (+6%) Percentage of visits on a mobile device. 8m Number of active app users on iOS. 2m Number of active app users on Android.
5 stars Constant rating of our apps. 72mins Customer time spent on average on our apps each month.  


  • Rolled out our new ASOS A-LIST rewards scheme in the UK.
  • Introduced online destinations such as The Holiday Shop and The Wedding Shop to help edit customer experiences.
  • Rolled out our student validation tool across our key markets running local on-campus events and creating student-targeted content for the audience.
  • Launched ‘As Seen On Me’ in Germany, France, Australia and the US, enabling customers to share images of themselves wearing ASOS products on social media and on our websites.
  • Unveiled the first French and German editions of the ASOS magazine, sent to more than 60,000 loyal customers in each market.
19.3m (+54.4%) Social media followers. 60,000 (0%) Pieces of inspiring fashion and lifestyle content published per month.
£70.84 (+3%) Average basket value. 2.82 (+1%) Average units per basket.
£25.09 (+2%) Average selling price per unit. 10bps Increase in conversion.


  • Reduced EU standard delivery from nine to five days.
  • Launched next-day delivery in 14 additional EU countries.
  • Launched free returns across all EU countries.
  • Reduced US standard delivery times from six to four days.
  • Introduced express delivery to 66 new countries and territories.
  • Implemented a Customer Care Contact Centre Platform, enabling our advisers to deliver a seamless customer experience across multiple channels.
  • Hit new pick-and-pack records at Barnsley over the summer sale period with our new sorter and pack module.
  • Eurohub 2 build underway, on time and budget.
29 (+23) Number of countries offering free returns. 96.5 (+300bps) Percentage tracked deliveries.
97.0% (+1,000bps) Percentage tracked returns. 15min (0%) Social media customer care response times.
147units per man hour (+43%) picked at our Barnsley warehouse. 39units per man hour (+4%) returns processed across our warehouses.