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Asos CEO: “Autumn 2015 most difficult on record”

Asos chief executive Nick Beighton has said the autumn season was the “most difficult on record” for fashion retailers.

Beighton said autumn is becoming “trickier” to predict because of mild temperatures and the prevalence of Black Friday and Cyber Monday, which have now become bigger than Christmas in terms of sales for the etailer.

“There were two peaks for us but the biggest was definitely in November. Cyber week is bigger than Christmas for us now, the balance of trade has shifted. We were very quiet in the week running into Cyber Week and very quiet the week after.”

Beighton added: “The level of the cyber events is just getting bigger and it is here to stay.”

The etailer, which reported a 22% jump in sales for the four months to December 31, said mobile was the winner over the period, with sales up 85% year-on-year.

“It’s now all about mobile,” Beighton said. “We’re pleasantly surprised at how quickly our customer had adapted to it.

“There’s no doubt that Black Friday and Cyber Monday will be mobile events from now on, it will be less of a desktop and bricks and mortar experience next year.”

Total group revenue for the four months, which also includes delivery receipts and third party revenues, grew by 27% at constant currencies to £459.7m and by 23% in real terms, however retail gross margin fell 40 basis points.

UK sales at Asos outperformed international, standing at 25% up compared with a 20% rise overseas.

Readers' comments (2)

  • Mobile should be a success. Showroom in stores, then pop onto ASOS app to see if it's cheaper.

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  • Some brands rave about ASOS, but they are cyber market traders - turnover over profit.

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