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Company: ASOS Plc

Brand value: US$2,399 million

Change since 2018: -22%

Headquarter city: London

Category: Apparel

Year formed: 2000

ASOS was a UK pioneer in online fashion targeting consumers in their 20s, but now finds itself in an increasingly crowded and competitive market. The brand focuses on providing a simple and fun shopping experience and an extensive range that spans more than 87,000 ASOS and branded products on its site, and around 5,000 new items introduced each week. ASOS has had great success with digital and influencer marketing, and there are plans to significantly increase investment in both. Part of this will be a “summer of festivals programme”, which will see influencers appear at top music festivals in the US, including the “Life is Beautiful” festival in Las Vegas. ASOS has won praise for its use of plus-size models and un-retouched photos on its site; it is also part of an industry group in the UK to combat modern slavery and has launched three online charity shop boutiques in partnership with Oxfam, Barnardo's and TRAID. Public sentiment is shifting, however, around issues of sustainability and “disposable” clothing, which may prove challenging for ASOS.