RE: ....13 Jan 2022 09:58
Nice to see Asos own label performing well, i believe some on here thought the marketplace model far less onerous, shame that posting history no longer is available.
Firstly, Leics aside, BH Group and Asos sourcing cross over in many Countries and Factories, in many instances they are using the same factories and the same fabrics, no surprise these days as they have London Office which has enables them to take staff from likes of Asos, River etc this includes buyers, garment techs and sourcing, with them comes knowledge and a whole list of compliant factories, me being one of them, we own two factories in Asia making for the BH Group and Asos, many fabrics are common.
Specifically concentrating on BH/PLT Own Buy i think it's very tricky to compare these Own Buy Brands and Asos main Own Buy, they are not the same Demo, yes they cross over but BH/PLT are far more Glamour Girl, Asos would rather stick pins in their eyes than do a pool shoot in Dubai !!!!! however for BH/PLT it's the very essence of their Brand, FFS this Girl Dresses up to take a bloody selfie and go to Asda !!!! Asos more refined yes still elements of Glamour but customer not as fickle and i no where near as fixated as trying to look like a R&B Diva sipping ****tails @ the Delano South Beach Miami, to that ends Asos Womenswear is spread a much wider across product and Demo, there is an argument that says BH need to sort this and get a more Indie Brand on board, they did try to do this with Topshop, also Asos has a much much stronger offer on mens, this often gets overlooked.
As i've mentioned in the past Asos is far more mature at addressing the nuances and pitfalls of Fashion Industry, they have pretty much looked at every angle in ESG and they have done the same with Distribution (it still blights tho) and not least returns, they leave no stone unturned to reduce returns because as we all know it murders margin, you only have to look at the Asos photography and videos's, it gives them an edge and the fact they have also spent a massive amount of time analysing fits, through a combination of actions on these nuances they are able to manage customer expectation. So the Asos customer approach is far more considered and far better informed. BH Group, again yawn! as i've said in past is getting there but FFS they have taken on a massive amount and it takes time to check, learn and address the issues, the most pressing issue ESG they addressed and they will address all areas, FFS they are not blind, easy to sit on sidelines and in hindsight have a go but Rome wasn't built in day, i believe in time BH Group has better opportunities for growth than Asos.
I know it's been mentioned on these pages, i do agree that both these companies now need CEO's that have a Global u/s of etail and that word again the nuances that this all entails.
For the record i own both.