RE: Under 600p tomorrow29 Nov 2022 09:31
Knowbodyyouknow - you are interested in comments about the quality, prospects etc. of Asos?
I am bearish too, but I will happily explain the reasons here.
Its business model is thorough challenged for several reasons:
1- returns - it's become a bigger trend for the past 12-18 months and it costs Asos more money. So it's charging for them, but that deters people from buying as happily as they used to.
2- profit sources - I understand that it primarily sells directly to consumers - which is different from Zalando: while its SP has struggled to, it has a series of mixed agreements with manufacturers, incl. ones where it just acts as a "facilitator" (like a marketplace), so its sources of income are more spread out.
3- limited scalability - its primarily UK market. The rest of Europe is already crowded (Zalando again). Compare with Ocado which(for reasons I don't quite understand) seems to be one of the few to have "cracked" fresh food delivery, so it has been able to license / service other food retailers like Lotte in South Korea, so it has such scalability. Asos, by comparison, somehow does not offer a comparatively "special" service.
4- shorter term pressure on disposable income: consumers are gradually more aware that money will not keep flowing - they have spent a lot recently, but their money just does not grow on trees. So it's more likely to go back to the old "death of the middle" in recession where people spend on very basics (Boohoo, or more likely Shein) or pricier products (maybe M&S, but thinking of more luxury (and not online) retailers). Asos is unfortunately "in the middle".
5- pressure on margins - sure, inflation seems to be stabilising, but it's not going away either and the various hedging deals will run out so Asos is unlikely to see profits per transaction to go back up to healthy levels any time soon.
So we can live "in hope", and Asos is well enough run not to go under, but I don't see why the markets will help its SP go back up within the next 6 to 12 months. I'd stand aside until more clarity, even if that means missing that magical "bottom"...