{"id":217171,"date":"2022-10-05T12:14:33","date_gmt":"2022-10-05T11:14:33","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=217171"},"modified":"2022-10-05T19:51:54","modified_gmt":"2022-10-05T18:51:54","slug":"asos-is-it-time-for-the-online-young-fashion-giant-to-grow-up","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/asos-is-it-time-for-the-online-young-fashion-giant-to-grow-up\/","title":{"rendered":"ASOS: is it time for the online young fashion giant to grow up?"},"content":{"rendered":"
British fast-fashion giant ASOS<\/a><\/span> has seen shares descend on a downward trajectory in the past 12 months \u2013 its share price is down over 80% since last year.<\/strong><\/p>\n On top of that its latest profit guidance for the year to August 2022<\/a><\/span> was placed at \"the bottom end\" of expectations (full year results will be published on 12 October) and this is raising questions about the former high-flying brand\u2019s attractiveness.<\/p>\n <\/p>\n While annual sales at ASOS have risen by 60% to \u00a33.9bn, since the shares peaked in 2018 at 7700p, the share price now stands at around 592p<\/a><\/span>.<\/p>\n Since its beginnings in 2000, ASOS has been a millennial success story.<\/strong> It is reported to have an incredible 26.4 million active ASOS customers<\/strong> worldwide. While it has seen off much of the fast-fashion high-street competition \u2013 even buying some of its rivals \u2013 the question has to be asked, is it time for ASOS to grow up?<\/p>\n On its website, the brand describes itself thus: \u201cWe are an online retailer for fashion-loving 20-somethings around the world. Through our market-leading app and web experience, ASOS customers can shop a curated edit of c.90,000 products, sourced from 850+ of the best global and local third-party brands,<\/strong> alongside our mix of fashion-led in-house labels including ASOS DESIGN, ASOS EDITION, ASOS 4505, Collusion, Reclaimed Vintage, Topshop<\/a><\/span>, Topman<\/a><\/span>, Miss Selfridge<\/a><\/span> and HIIT.\u201d<\/p>\n