• Drapers

Nine things we learned from the Asos results

Asos raised its full-year sales guidance today thanks to strong international trading and UK growth. Drapers takes a look at some of the other developments highlighted in the etailer’s six-month results.

  • Asos is launching own-label activewear later this year

The etailer launched an activewear collection in January, which features brands including Nike, Adidas, Puma and Reebok, alongside the sportswear collections of some better known fashion brands such as Ted Baker, New Look, Free People and Missguided. The own-label Asos activewear collection will cater for training, running, dance and yoga, with further extensions to the range at a later date.

  • It added 100 new brands and removed a similar number

New labels include Under Armour, Miss Selfridge and Burton, as well as emerging brands like Adolescent Clothing, RVCA, Current Air and EFLA. The etailer also had exclusive collaborations with Saucony, WAH London and House of Holland for Centrepoint. The Asos brand accounted for 40% of the product mix, with third-party brands making up 60%.

  • Customers visit the Asos app eight times a month on average

Mobile visits now accounts for around 70% of total traffic (up from 60% in 2016) and 58% of orders are placed from a mobile device (up from 51% in 2016).

  • Apple Pay will be introduced later this year

Apple Pay will launch on the iOS app and mobile web, and there will also be an Android app refresh in the coming months.

  • Deliver-to-store options will expand in the UK and overseas

Asos has expanded its range of delivery and returns options, improving the standard delivery proposition from four to three days and completing the click-and-collect rollout to all Doddle locations in the UK. It has also improved standard delivery lead times in 76 countries and accelerated express delivery in a further 11 countries. The firm said it will increase deliver-to-store options in both the UK and internationally over the next six months.

  • Customer services are relocating

Asos will relocate from its current customer care site in Hemel Hempstead to a new 80,000 sq ft site in Leavesden, north Watford, by the end of the year.

  • Asos boasts a 5.9% market share in the UK

The etailer has a market share of 5.9% in the UK, according to Conlumino (Global Data) estimates for 2017, 1.6% in Europe and 0.5% in the US. It has less than 1% market share for the rest of the world.

  • Asos will launch a US warehouse on the east coast

The etailer has undertaken an extensive network modelling exercise to identify where would be best for its US warehouse and the search has been narrowed to three east coast locations. It expects to come to a decision shortly.

  • Asos reached 13m people through advertising on Instagram Stories

Asos has reached more than 13 million people in the US and UK through advertising via Instagram Stories. It has also reached 32 million people with the Asos Snapchat Black Friday lense.

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