ASOS marketing expenditure 2016-2023

British online fashion retailer ASOS Plc invested 195 million British pounds in marketing in its latest financial year (September 2022 to August 2023). This figure marked an decrease of around 13 percent compared to the previous financial year.

ASOS

ASOS is an online fashion and beauty retailer headquartered in London. Founded in 2000 as a platform for celebrity clothing dupes, the company now sells a mix of over 90 thousand products from third-party brands and various in-house labels. Seeing that its expansive product portfolio caters to young adults with diverse fashion styles and budgets, it comes as no surprise that ASOS’s revenue and customer base have grown for over two decades. With a brand value of nearly a billion U.S. dollars, the e-retailer also ranks among the most popular retailers on the British internet.

An online marketing trailblazer

ASOS was voted the UK company with the most effective digital marketing strategy of 2020. Prior to that, the online retail business was also crowned ‘Brand of the Year’ at Marketing Week’s Masters Awards, outperforming household names such as Ikea and the Guardian. Companies from around the world look up to the British pure play fashion retailer for marketing inspiration, as ASOS effectively harnesses digital and social marketing channels with a focus on trends and inclusivity. In order to connect with audiences, the brand also launched the ASOS Insiders influencer program, which involves a network of content creators with different fashion styles promoting the brand’s products on sponsored social media accounts and the ASOS website. Customers can also use the hashtag #asseenonme to showcase their style and potentially be reposted by the brand.