As it rolls out a new look loyalty scheme and brings Topshop.com to life, Asos is continuing its move away from performance marketing.
Asos has reaffirmed its intention to “rebalance” investment away from performance marketing towards brand and influencer strategies, as sales at the ecommerce giant continue to slide.
The company reported a 13% fall in sales for the 26 weeks to 2 March 2025 to £1.3bn, although pre-tax losses narrowed from £270m to £241.5m over the period. Asos pointed to its positive adjusted EBITDA- up £60m year-on-year – which it said was “driven by a new commercial model and sustained cost discipline”.
On a call with investors today (24 April), CEO José Antonio Ramos Calamonte said the goal is to “be attractive for consumers” but in a way that is “sustainably profitable and resilient”. He also claimed to be seeing “early signs” consumers are starting to “reconnect with Asos”.
