Asos, once hailed as an iconic comfort brand, has recently found itself struggling in the fast-fashion landscape. The company has issued warnings of a projected 15% sales decline for the upcoming year, marking a stark contrast to its thriving sales in early 2021 when it tripled its profits. During that time, Asos acquired iconic Arcadia brands, which further fueled its momentum. However, the company's identity has become increasingly uncertain, leaving many wondering who its target audience is.

In the early to mid-2010s, Asos was a prominent and innovative presence in London's fashion scene, boasting a widely-read fashion magazine and featuring celebrities like Adwoa Aboah, Lili Reinhart, Zoe Kravitz, and Daisy Lowe on its covers. Its models exuded a unique edge, and its fashion carried a fun, slightly indie vibe that set it apart from competitors. Today, a visit to its e-commerce site reveals an aesthetic resembling that of Boohoo, Missguided, or Pretty Little Thing, characterized by harsh lighting and an "Instagram Face" style. Some argue that Zara has now taken the lead in terms of captivating e-commerce photography, oscillating between editorial and the bizarre.

If Asos is unable to retain its customers based on fashion direction and brand appeal, perhaps it could differentiate itself through price. The Asos app was once known for its affordability, but in today's fast-fashion climate, it has lost that edge. Rising costs for warehousing, labor, and raw materials have compelled the retailer to raise prices at a time when consumers are budget-conscious. Furthermore, while competitors like Boohoo, Next, Uniqlo, and Zara have started charging for returns due to skyrocketing returns levels, Asos still offers free returns to its premium customers.

Newcomers like Shein and Temu are selling clothes at a fraction of Asos's prices. Even Boohoo, which used to be a budget-friendly competitor, now struggles to compete with these ultra-low prices.

Although Shein and Temu are flourishing as many shoppers prioritize price and convenience over sustainability, there has been a backlash against exploitative fast-fashion practices. Many consumers are turning to secondhand retailers (a market projected to double by 2027), and some are boycotting brands that do not prioritize sustainability. In response to this shift, Asos initially attempted to position itself as a sustainable force within fast fashion, but its recent outlook and promises to "get back to fashion" and "substantially improve speed to market" indicate a change in priorities away from sustainability.

It is evident that Asos is struggling to keep up with the new wave of ultrafast fashion brands. Simultaneously, it lacks the credentials to be an ethical or sustainable alternative that consumers would consider investing in, and it does not offer the design or quality appeal that draws customers to brands like Zara or & Other Stories. For Asos to regain its footing, it needs to establish a clear identity or recapture its previous one. Without such a transformation, it will continue to lose customers at an alarming rate.

So, what led to this downturn? Multiple factors have been cited, from stocking unprofitable labels to an unseasonably cold spring. Despite the company's Chief Operating Officer, Mat Dunn, labeling it as a "broad-based phenomenon" with no single reason, a glaring problem appears to have been overlooked: Asos is grappling with a profound identity crisis.