Asos top marketer to depart amid restructure
Amrit VirdiThe retailer is combining its customer and commercial, and brand and creative teams, as part of its mission to drive growth.
Asos keeps faith in ‘marketing transformation’ amid falling sales
Amrit VirdiAsos claims to have removed inefficient spend from its paid search, social and affiliate channels, leading to an increase in media return on ad spend.
This Much I Learned: Asos’s top marketer on transforming a brand
Josh StephensonAsos’s executive vice-president of customer, Dan Elton, on the challenges he is facing in turning the fashion retailer into a more brand-led organisation – and why marketers shouldn’t take measurement tools as gospel.
Asos reduces reliance on promotions as ‘transformation’ continues
Niamh CarrollDespite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
Asos shows early signs of brand investment paying off despite sales drop
Molly InnesThe fashion retailer’s sales dropped 18% in the six months to 3 March, but it is still on track for profitability, its CEO claims.
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.