Adele Paiardini, London Assembly Reporter
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ASOS CEO Nick Beighton has said that lockdown restrictions pushed him to ‘’rip up the playbook’.” ASOS was widely known for partywear and other outdoor clothing, but with people being forced at home, their swift pivot to casual clothing and active wear paid off.
The fashion company registered an increase of half million customers in the past six months, giving it a total of 24.9 million. Sales are particularly climbing in the UK where ASOS has more than 7 million users. As an online-only business, ASOS was one of the few retailers that was in a easy position to take advantage of lockdown and were able to turn a remarkable profit. Meanwhile other high street stores have reportedly been struggling, with many being taken over – such as Topshop which was absorbed by ASOS.
Beighton also says that ASOS will continue to be “flexible” as lockdown eases, and expect a “shift back to occasionwear”.