ASOS – How do we position your global brand as a fast growth international company?
Position and market ASOS as a fast growing, international company that was taking advantage of a structural shift in global retailing. Despite its AIM listing the shareholder base has internationalised with 30% now in the U.S., making the remit global.
We focused the market on the future value through “155” destination (£1bn of sales from five markets in five years) and then £2.5 billion sales by 2020. We utilised innovative initiatives such as marketplace, fashion finder and launch of mobile shop. We also managed the Barnsley distribution centre fire crisis communications and ‘annus horribilis’ with three profit warnings caused by Forex and lack of zonal pricing capability.
The value of the company appreciated by over £2.7bn within the last five years of our appointment. We have generated yards of column inches and explained why ASOS should be valued on a P/E rating of 70+ times.