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British online fashion retailer ASOS Plc invested nearly *** million British pounds in marketing in its financial year ended on August 31, 2025. That constituted a decrease of about ** percent compared to the million pounds spent on marketing a year earlier.

ASOS

ASOS is an online fashion and beauty retailer headquartered in London. Founded in 2000 as a platform for celebrity clothing dupes, the company now sells a mix of over ** thousand products from third-party brands and various in-house labels. Seeing that its expansive product portfolio caters to young adults with diverse fashion styles and budgets, it comes as no surprise that ASOS’s revenue and customer base have grown for over two decades.

An online marketing trailblazer

The e-retailer also ranks among the most popular retailers on the British internet. Companies from around the world look up to the British pure-play fashion retailer for marketing inspiration, as ASOS effectively harnesses digital and social marketing channels with a focus on trends and inclusivity. In order to connect with audiences, the brand also launched the ASOS Insiders influencer program, which involves a network of content creators with different fashion styles promoting the brand’s products on sponsored social media accounts and the ASOS website.