In its annual trends and market performance report for 2020, Asos has revealed that loungewear, activewear and beauty products for face and body soared high in demand during the lockdown. The British online fashion and cosmetic retailer for women and men indicated that its UK sales grew by 18 per cent to £1,175.9 million ($1576 million), while in the European Union, the sales were 22 per cent higher. Its active consumer base grew by 18 per cent.
Contrarily, the US did not witness any such growth in demand or sales due to severe Covid disruptions. The annual Asos report noted, “The US 20-something consumer has not benefited from the same support measures for financial security as European consumers, and the degree to which consumer lifestyles have normalised also remains behind Europe.”
Asos saw a strong growth in the sportswear segment in 2020, which is a huge market globally. To keep the momentum going, the brand will continue curating the most popular lifestyle and activewear products for its 20-something customers.

 

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As per FashionUnited, shopping habits of many people were also influenced by the biggest celebrity-entertainment based launches of 2020, including when Michael Jordan’s documentary premier in summer saw the sales of Air Jordan trainers rise by 60 per cent. In January, Beyonce x Adidas Ivy Park, too, sold out within hours of its drop worldwide.
In the beauty category, The Ordinary was 2020’s most in-demand brand, with Asos selling one of its products every 2 seconds online, reported FashionUnited.

The shape of customer demand, and hence what resonated as the most relevant product, shifted dramatically from March onwards as COVID-19 related lockdowns impacted customers’ lifestyles and shopping habits, reported Asos.
As for the 13 sub-brands of Asos, including Collusion and ASOS 4505 that were two of the top ten brands on its homepage this year, its business delivered sales of over £1bn in 2020.
As the demand for ‘going out’ product range diminished considerably during the lockdown, Asos in September introduced ‘ASOS Must Haves’, a line up of key trend pieces for the season. Pastels, utility and checks were some of the highlights of this collection.

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