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Our Strategy

Our aim is to build an increasingly desirable, defendable and differentiated business model, with a customer experience to match. From fashion advice, stories and inspiration, to more than 85,000 products available to buy across any device, ASOS, with its unbeatable service, is a true home for young fashion lovers. Our mission remains unchanged: to be the world’s no.1 fashion destination for 20-somethings.

Our opportunity

We have a real understanding of our customers because 2,000+ of them are ASOS employees! It’s those guys who drive the creativity and innovation that allow our business to thrive.

Our customers increasingly live online: on average, our customers look at their phones 100+ times a day and stay connected to the internet 24/7. That’s why mobile engagement is driving the next phase of channel shift.

New technologies mean mobile engagement is only going to increase, and we’re committed to incorporating such technologies into our model. We’ll remain nimble in our approach so that we can stay relevant and continually evolve the customer experience.

Content is an important part of the experience and a key part of what makes us stand out from the crowd. We really believe ASOS is more than a shop – it’s not just about pushing products, it’s also about being the fashion-forward friend who you trust to say, 'try this.’

We champion inclusivity with our product offering. It’s for all fashion-loving people, whatever their shape and size, whatever the occasion. Our Petite, Tall, Curve, Maternity and Bridal ranges – to name just a few – are growing fast. Our future expansion plans include specialist sizes for menswear, plus beauty and grooming additions for both men and women.

Geographically, we’re currently focusing pricing and capital investment in three target markets: the UK, continental Europe and the US.

UK Opportunity

The UK enjoys a vibrant fashion offering, high internet penetration and the type of geography that makes faster and more affordable delivery truly achievable. E-commerce penetration is currently around 15% and is growing 4 times faster than the total market. Our expectation is that the apparel market will hit 40% e-commerce penetration.

  • 4.7m customers in the UK (as of 31 August 2016).
  • Representing circa 29% of the addressable millennial population.
  • With a 6.9% market share.
  • Current e-commerce penetration of 16%, growing 4x faster than the total market.
  • Apparel market expected to hit 40% e-commerce penetration.
UK
  • Source: Conlumino – total apparel and online apparel from all channels (clothing and footwear); EIU Population data.

Continental Europe Opportunity

Fashion e-commerce is accelerating in the EU and fast approaching the levels seen in the UK. Our aim is to replicate our UK proposition in Europe and achieve even greater customer penetration.

  • 4.3m customers across the EU (as of 31 August 2016).
  • Representing circa 5% of the addressable millennial population.
  • Now offering standard (four-five days) and next-day delivery plus free returns to all EU countries.
Continental Europe
  • Source: Conlumino – total apparel and online apparel from all channels (clothing and footwear); EIU Population data.

US Opportunity

Apparel e-commerce penetration is lower than in the UK, and we’re taking steps to address this proactively. We aim to move to another warehouse similar to that in Berlin – this will lower the delivery costs, and enable us to reinvest in lower prices and build out content specifically for our US customers.

  • 1.7m customers in the US (as of 31 August 2016).
  • Representing just 2% of the addressable millennial population.
  • Best-in-class delivery and returns throughout the US: two-day express, four-day standard.
US
  • Source: Conlumino – total apparel and online apparel from all channels (clothing and footwear); EIU Population data.