The U.K.’s largest multibrand, contemporary fashion e-tailer, Asos.com, is gearing up to take a bigger piece of the U.S. market.
In September, the company will launch a new site tailored to the U.S. and establish a logistics facility in Atlanta to better handle returns from American customers.
“We’ve already established quite a bit of a U.S. business, but our goal is to create an easier shopping experience for American customers,” said Nick Robertson, founder and chief executive officer of Asos. “The new site will have prices in dollars, different vocabulary and a locally relevant homepage.”
Robertson expects the U.S. to equal the size of its U.K. business within three to four years. Asos, which is publicly traded on the London Stock Exchange, posted total sales for the 12 months ending in March of 223 million pounds, or $331.4 million at current exchange, up 35 percent from the year-ago period. About 28 percent of sales come from non-U.K. markets, with the U.S. the biggest international business at about 6 to 7 percent of sales.
Following the launch of the U.S. site this fall, dedicated sites for France and Germany will come by yearend. Competing U.S. sites that operate in a similar space include Revolveclothing.com, Shopbop.com and 80spurple.com.
Asos’ unique selling point is the breadth of offerings on the site, which currently stocks 800 different men’s and women’s brands encompassing 37,000 various style options. The site adds 1,500 stockkeeping units a week and the entire inventory turns over every nine weeks, attracting 7.5 million unique visitors a month, primarily in the 16-to-34 age range.
High street brands on offer include Warehouse, Reiss, Gap and Hackett; denim labels include Levi’s, Wrangler, Diesel, G-Star, Current/Elliott and Nudie; contemporary and designer names include McQ by Alexander McQueen, D&G, Emporio Armani, Hugo Boss, Just Cavalli, Miu Miu, P.S. Paul Smith and Tom Ford eyewear, to name just a few.
“Our driving principles are choice, presentation and service. Most people leave a store because they can’t find anything they want. Right now, we have 1,387 dress options, so if you can’t find one you like, you’re in trouble,” noted Robert Bready, product and trading director at Asos.
About half of Asos’ sales come from outside brands and half from its own branded men’s and women’s collections. In the Asos line, men’s woven shirts start at about $27, women’s dresses at $22 and tailored suit jackets at $82.
After the debut of the U.S. site, product will still be shipped from the main Asos warehouse outside of London. Once sales in the U.S. reach a certain level, Asos will likely open a U.S. distribution center, said Robertson. Additionally, the company is currently hiring trend scouts for the U.S. to help shape merchandising strategies for this market.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)