RE: ASOS Menswear Product and Brands Directors exit the company16 Oct 2023 08:09
For clothing retailer I believe there is a natural limit of sales, and then you find you have to improve pricing, product, marketing and delivery time to grow sales further.
That is why Asos used to reset their margin target every 4 or so years (as growth slowed they needed to invest in pricing) and moved from a single warehouse model to multiple warehouse.
This is what Next does so well. They have their core market, they serve it well and they make decent margins. The never sacrificed margins for an extra 20% growth.
Shein will be able to take a portion of the market with their proposition but without better delivery times, a faster fashion proposition, and a better brand they will reach their limit too.
That is why I am ultimately not too concerned about Shein. They might take some share but it will never cause existential problems for Asos.
...and if Shein wants to open local warehouses, well they could probably buy Asos. But if they do open local warehouses they have to start paying tax on their imports like everyone else.