HOW ASOS IS REDUCING ITS RELIANCE ON PROMOS IN ITS MARKETING

Summary from the TLDR Marketing newsletter

Asos is strategically reducing its dependency on promotions and discounts, aiming to increase brand affinity by investing in cultural marketing, content creation, and influencer collaborations. Despite a revenue decline of 18% YoY, over 60% of sales in the first half of the year were made without promotional activity. The retailer has been driving brand engagement by launching initiatives like “Asos Your Way' and experiential campaigns like “ASOS IRL”. It has created an always-on social and influencer program, which involves working with more than 300 micro and mega influencers globally each month.