ASOS.com Back on Track Thanks to Speed of Response
ASOS.com revenues hit £1.07 billion during the last four months of 2019. The press reported a record Black Friday drove sales up for the online fashion retailer, however the company’s speed of response business model and committed investment into its distribution facilities have no doubt helped. UK sales for ASOS.com reached almost £409million, an increase of 18 per cent on 2018, while international sales increased by 22 per cent.
Fashion-Enter’s factory based in Haringey North London is one of ASOS.com’s ‘Leading’ status manufacturer’s, CEO Jenny Holloway comments: “ASOS are forward-thinking with their business model and that’s because they understand that speed of response in fashion gives retailers flexibility and newness – eliminating piles of unwanted stock. We now have smaller dockets, which have to be made within 1-2 weeks for repeats and 3-4 weeks for a new design. Thanks to time-efficient technology such as Optitex we can do this. These shorter runs sell out at full prices so the consumer’s propensity to keep the garment is higher. We’re now going into unchartered territory with Brexit, and it’s at this time more than ever retailers should take notice of what ASOS is doing and become joined at the hip with UK manufacturers.”