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Published
Mar 22, 2013
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Nick Robertson (ASOS) "We are going to break from tradition in China"

Published
Mar 22, 2013

FashionMag.com: Spring 2013 will see the opening of French and German subsidiaries at ASOS. Where are you at with plans for China?

Nick Robertson: We are planning to launch the Chinese and Russian sites at the end of October. The Russian site will be managed from the UK. For China, however, we are going to break with from tradition by implanting an independent structure – complete with its own logistics centre and stock - which will manage the site. In terms of product offering, we are going to approach the market prudently, starting with around 5,000 compared to over 60,000 currently available elsewhere in the world.

Nick Robertson wants to attack the Chinese market prudently.


FM: ASOS sales are on the up both in the domestic market and internationally. Tell us about the international growth.

NR: France is our second largest market outside of the Great Britain, which is why we are happy to dedicate a skilled team to the country. Sales will be looked after by our UK team, but with the communication and marketing expertise of our French team, we will be able to optimize sales. We will be able to better understand our French and German customers, thanks to the respective teams and will be able to strengthen our existing links.

FM: When altering the content on the site for different countries, do you also chose to work with a different selection of brands?

NR: For all brands sold on the site, the criteria is the same : does the brand speak to twenty-something fashion lovers across the world.

FM: Are you able to quantify the impact on sales of the ASOS app, FashionUp?

NR: Essentially - yes, but that is not the main objective of either the app or ASOS magazine. We want to position it as the number-one online destination for young fashion followers. After that, the aim is to be able to reap the rewards of the positive association of content and sales. In terms of figures, 20% of our current traffic comes from mobile devices and with the way things are going, that could reach 30% in the near future.

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