Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Asos Hit by Supply Chain Disruption, Volatile Christmas Demand

As shoppers curb spending on fashion and other non-essential items to cope with a cost of living crisis, Asos — a winner during Covid lockdowns — has faced rough times.
Asos reiterated its already downgraded outlook on Thursday after supply chain constraints and volatile demand limited sales growth in its four months to Dec. 31 trading period. (Asos)

British online fashion retailer Asos reiterated its already downgraded outlook on Thursday after supply chain constraints and volatile demand limited sales growth in its four months to Dec. 31 trading period.

It posted total sales growth of 5 percent, following a 22 percent rise in the year to end August, and said gross margin decreased by 400 basis points to 43.0 percent driven by a need to discount goods and higher freight costs.

For the full year it reiterated its outlook of revenue growth in the range of 10 percent to 15 percent and adjusted profit before tax of £110 million to £140 million. That hit its shares when it was published in October, and would represent a more than 40 percent drop on the year before.

“Asos has delivered a robust start to the year, in line with the guidance we set out at full-year results, despite challenging market conditions,” chief operating officer Mat Dunn said.

ADVERTISEMENT

Asos, once a darling of the stockmarket, was hit by a difficult end to 2021, when it cut its annual profit forecast and parted ways with its chief executive following supply chain pressures and a return by shoppers to pre-pandemic ways.

While shoppers often return partywear clothing and fashion, incurring a cost for the company, they retained the athleisure wear bought during the pandemic to use at home, giving the company a boost to its finances during lockdowns.

Its shares are down 56 percent this year, prior to Thursday’s update, mirroring similar falls seen at rival Boohoo which has also been hit by high product return rates, disruption to international deliveries and inbound freight costs.

Asos added that it intended to move to the LSE’s main stock market, expected by the end of February.

By Kate Holton; Editor: Alistair Smout

Learn more:

Asos Details Growth Plans After Last Month’s Shock CEO Departure

British online fashion retailer Asos laid out plans on Wednesday to double its profitability in the long-term as it seeks to restore investor confidence after abruptly parting ways with its chief executive.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.


How Rent the Runway Came Back From the Brink

The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024