The 2024 Agenda: More brands wave goodbye to ‘free’ entry points
Chris SutcliffeBrands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
Inside Asos’s plan to ‘rebuild’ its brand affinity and marketing team
Molly InnesAsos’s top marketer on how he got the Asos board to buy-in to a £30m brand investment, how he is rebuilding the business’s marketing team and why marketing is well placed to get Asos back on track.
Asos is investing £30m in brand building as it eyes a move away from ‘seductive’ performance marketing
Molly InnesThe online retailer wants to be profitable by the end of its 2025 financial year, as it looks to ‘re-invent’ its marketing efforts.
Asos’s sales down as drag from promotional marketing continues
Chris SutcliffeThe online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
Asos insists its move away from promotions is paying off, despite heavy losses
Molly InnesAsos’s CEO is confident the brand can turnaround its losses in the long-term, as it sets sight on marketing activity that drives profitable returns.
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.