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.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews