Asos smashes UK sales projection

Asos has attributed its 24% leap in UK sales to its continued investment in the brand, including a push into mobile apps and a high-profile Christmas campaign starring Ellie Goulding.

Ellie Goulding: stars in Asos Christmas activity
Ellie Goulding: stars in Asos Christmas activity

Asos's Year-on-year sales jumped 24% in the UK for the three months ending 30 November. It also claims to have increased its customers by 35% to 5.4 million in the same period.

Nick Robertson, the chief executive at Asos, said: "Our UK performance was ahead of expectations, driven by better conversion of traffic alongside continued investment in both our proposition and pricing."

Asos is currently running a high-profile Christmas campaign starring singer Goulding and rapper Azelia Banks that includes "shoppable films" that shows off the brand’s Christmas products.

The digital campaign, which launched at the end of October, features Goulding and Banks performing in separate executions and includes interactive elements that allows the viewer to explore different outfits.

Asos has also just rolled out two new mobile apps created by Nimbletank, including an Asos Daily Edit app and a Store Front for FashionUP app.

The Daily Edit app serves up bespoke content selected by Asos editors and celebrity guests on a daily basis, while the Store Front app is a free weekly "magazine" featuring interactive content on the latest trends, fashion, editorial, and "how-to" videos.

Asos is in the process of an aggressive international expansion with total retail sales increasing 30% to £166m for the three months ending 30 November 2012.

The retailer has achieved a 57% growth in US sales, 42% growth in the rest of the world and 15% growth in the EU during the period.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published