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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty