What’s gone wrong at Asos – and can its identity crisis be fixed?
Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. Soon afterwards, Asos revealed that it’d be looking out for serial “wear and return” offenders who’d repeatedly make big orders then send everything back. While many high-street fashion brands struggled as shops closed their doors during lockdown, Asos’s sales skyrocketed thanks to the online shopping boom. “Second-hand clothing is now filling this niche, offering higher quality vintage items at more affordable prices.” open image in gallery Discounts: the brand has relied heavily on reductions to try and shift a mountain of old stock Then there’s the Shein effect. They’ve benefited from “the proliferation of clothing hauls on TikTok, collaborating with influencers and celebrities, and responding quickly to fashion trends with social content”, she adds.
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