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Mobile and social channels – and weak pound – drive ASOS boom

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ASOS has reported a massive 35% sales rise in the year to April 2017, outstripping all rivals in the sector, driven by a weak pound and the company expertly tapping into the mobile and social habits of its youth shoppers.

The Brexit vote in June 2016 and the subsequent crash in the value of the pound helped ASOS grow international sales by 54%, but it is the expert way that the retailer caters to the mores of its key demographics that keeps the company growing.

ASOS sees more than 70% of its traffic come from mobile and has worked hard to optimise its site to work on the smartphone channel. Downloads of its app also increased 28% in the past six months.

ASOS has also worked hard to conquer social media too, and has 21.3 million followers across its social channels globally and says it has been experimenting with new products such as Facebook live, Instagram stories, and Snapchat lenses. An ASOS Black Friday Snapchat lense reached 32 million people, the company says.

Commenting on the results, ASOS CEO Nick Beighton says: “Given the current momentum we are seeing, ASOS is making good progress towards its ultimate goal of becoming the world’s no. 1 destination for fashion-loving 20-somethings.”

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