ASOS Case Study ‘Fast Fashion’ Icon Achieves Even Faster Growth

Only a few years after its founding, UK-based ASOS had already emerged as one of the most frequently visited online fashion retailers in the country. By that stage, the company was shipping to more than 100 countries worldwide, with international orders accounting for a quarter of its annual revenue. 

To maintain its impressive year-over-year growth, ASOS leadership recognized the importance of expanding globally. Executives pinpointed three particularly valuable markets: the United States, Germany and France. ASOS set a bold but realistic objective: to become the world’s top online fashion destination for shoppers in their twenties across the globe. 

Solution

Following extensive discussions and careful evaluation, ASOS selected MarketFully as a partner. Without requiring any IT integration, MarketFully and ASOS introduced fully localized websites for the three targeted international markets.

Outcome

Seven months after the smooth rollout of those sites, ASOS requested MarketFully support to launch three more localized websites for Italy, Australia and Spain. One year later, ASOS added Russia to its global portfolio. This international approach accelerated the company’s growth and increased global sales from under 30% to more than 60% in under three years. 

  • This UK-based online fashion leader understood that expanding abroad would protect its exceptional growth trajectory 
  • Since 2010, MarketFully has localized and managed websites for eight major international markets 
  • ASOS’ global approach doubled sales and increased international revenue from under 30% to above 60% within three years