Hargreaves Lansdown23 Dec 2022 10:01
HL just sent a note to all subscribers - “3 to watch at Christmas”
Top of the list ASOS
“Their problems aren't going to be solved by a strong Christmas performance, but it would certainly soften the blow.
The group sells products all along the price scale, meaning it's set up well to offer something for everyone. At a time where consumers are becoming increasingly cost conscious, this should be an advantage relative to other fashion retailers, who typically only target one price-point.
There's also the group's Premier programme, which offers free delivery for a year. This service grew its customer base by an impressive 12% last year. Given that the average Premier customer ordered 3.5 times as often as a regular customer, this programme will be a key driver of both customer loyalty and profitability moving forward.
The group's balance sheet is looking in better shape thanks to freshly negotiated terms on credit facilities. That at least offers some breathing room while ASOS tries to get cashflow back into positive territory, something management expect to deliver next year. Though we remain cautious.
One thing's for sure, if ASOS is going to turn its fortunes around then a strong Christmas period would be the perfect present.”