Subscriber Exclusive 
Inside Asos’s plan to ‘rebuild’ its brand affinity and marketing team
Asos’s top marketer on how he got the Asos board to buy-in to a £30m brand investment, how he is rebuilding the business’s marketing team and why marketing is well placed to get Asos back on track.
By Molly Innes
Asos’s rise and fall has been well documented. Launching in 2000, the online fast fashion retailer was consistently profitable between 2016 and 2019, with the Covid-19 ecommerce boom sending it to new heights in 2020 and 2021.
However, by 2022 profits had begun to tumble, and the future of the Asos brand looked less certain. That year, it appointed a new CEO, José Antonio Ramos Calamonte, who had previously been the brand’s chief commercial officer to turn its fortunes around.
