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Company: ASOS PLC

Brand value: US$2,365 million

Headquarter city: London

Industry: Apparel

Year formed: 2000


ASOS originally stood for “As seen on screen”, but this online fashion retailer has been simply known as ASOS for most of its time in the market. With a target audience of fashionable 20-something consumers, first in the UK but now globally, the brand is known for the extent of its range and its creative designs. It sells more than 85,000 branded and own-label products – womenswear, menswear, shoes, accessories, beauty and jewellery – and its own-label ASOS Curve, Maternity, Tall and Petite ranges. ASOS has been praised for using un-retouched images of its models. Goods are delivered from its fulfilment centres in the UK, US and around the world to more than 140 countries. ASOS has focused on improving the shopping experience; its mobile app uses artificial intelligence to learn from each transaction, then adapts and improves the shopping journey for the next person. Visual search is now live in the UK. ASOS’s approach to marketing focuses on brand ambassadors sponsored by the brand to run affiliated Instagram accounts. Each individual account operates as a personal brand ambassador, with tags that begin with “asos”. Recent sales growth has come mainly from the upper end of the range. It reported total sales up 32 percent to £660.1 million in the four months to June 30, with UK sales up 16 percent and international sales up 44 percent. The business is expanding; 1,500 new jobs at the London headquarters have been announced, and a new office is soon to open in Shanghai. ASOS Plc is listed on the London Stock Exchange.