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ASOS: HOW TO CREATE A BILLION POUND FASHION BUSINESS

Posted by Bethan Holt, Junior Fashion Editor at Large

Ok, so no get-rich-quick revelation here I'm afraid (despite what the title suggests) but instead some very interesting takeaways from a talk which I went along to on Wednesday night, hosted by The Industry at the very sleek and shiny Conde Nast Fashion College. In the latest in a series of fashion industry insider events, Lauretta Roberts of WGSN interviewed Nick Robertson, CEO of ASOS. In case you weren't aware, not only is ASOS sweet ambrosia to fashion loving, cash strapped twenty-somethings like myself but it is also astonishing the financial markets with its ever-soaring profits, up 23% last year. Clearly the two go hand-in-hand. In a fascinating but all too short interview, Robertson spoke about how he has taken ASOS from its "As Seen On Screen" beginnings to one of the world's biggest fashion retailers, on target to hit the £1 billion sales in the not-too-distant future.

Here are 7 things to know about the rise and rise of ASOS...

Nick Robertson and Lauretta Roberts in conversation for The Industry (image courtesy of Sam Atkinson for The Industry)
1. EMOTIONAL INVESTMENT

The first rounds of investment in ASOS didn't come from anonymous city investors but from Roberston's brother. "My brother had put in half and I couldn’t stand the thought of sitting around the table at Christmas having lost it all" he said as he explained exactly how the company survived the burst of the dot com bubble in its early days. Budding business starters might also be interested to know  Nick's assertion that when you have less investment, your venture is less likely to fail. Nothing to lose.

2. EDITORIALISE

Robertson describes ASOS's home page ambition "to look something like Daily Mail meets Style.com meets Grazia". While all kind of retailers are now looking to editorialise their offering, this principle was one of the founding ideas of the refined ASOS model as it moved from a website which sold a vast selection of stock to a more honed vision of an affordable online destination for the young fashion market.

3. SUPER-SERVE

I loved Nick's phrase "super-serve". "We are the only retailer which super-serves twenty somethings" he claimed. ASOS spends £110 million each year on supplementing global shipping. It's one of the numerous services which the delivery model could easily charge for accordingly. Instead there's always a free delivery and free returns option. What's more, they're easy to use. ASOS Premier gives you unlimited next day delivery for just £9.95 each year which if you're ordering every couple of weeks, must leave ASOS out of pocket. It's the new service with a smile.

4. DON'T LOOK OVER YOUR SHOULDER

"For years, we were just waiting for Harvey Nichols and Selfridges to appear". Just because those stores were great at bricks and mortar retail ended up not meaning the same for online. This gave ASOS years to build up their reputation and reach. Lauretta told us how Robertson once claimed that "he wanted to be the CEO of the Selfridges of the internet" as the CEO of Selfridges sat in the room. While this did not go down well, it does prove that an unknown brand can make a big impact, especially when their would-be competitors are absent.

5. LUCK

I lost count of the number of times that Robertson cited luck as the reason for his success. It's good to feel lucky, but it was more telling when he said, "I think it helped that we ended up doing lots of things sort of right".

6. YOU CAN NEVER MOVE QUICK ENOUGH, OR SLOW ENOUGH

"There's a lot we're not doing yet which I wish we were" claimed Robertson as he revealed that he had by chance invested in a drone company ahead of Amazon's recent announcement that they plan to begin using drones to deliver orders. But other new technology like virtual mirrors and online sizing tools has, as yet, failed to impress the ASOS team sufficiently to implement. The biggest focus for sizing is currently on providing accurate measurements for each size- the good old fashioned way.

7. CRUNCH THE DATA

Not something which Nick really touched on but it's interesting to note yesterday's Guardian story about a 37% rise in revenues at ASOS thanks to data analysis by EDITD. The information provided by the startup which we wrote about on FEAL a while ago has helped ASOS buyers to make the right decisions ahead of their competitors.

P.S Robertson revealed that out of the 150 web developers which he employs, only 2 are girls. So any talented lady web developers out there, go knocking on the ASOS door.

STREET STYLE: HOLLI ROGERS | TEXTURED KNIT + LEATHER TROUSERS

LE FASHION BLOG PARIS FASHION WEEK STREET STYLE HOLLI ROGERS TEXTURED KNIT LUXE LEATHER VIA A LOVE IS BLIND NET A PORTER FASHION FLAT TOP AVIATOR SUNGLASSES METAL BAR TEXTURED RIBBED OFF WHITE TURTLENECK KNIT SWEATER LEATHER WIDE LEG TROUSERS PANTS DRAPE BUTTERY SOFT CONED PAVE SPIKE BRACELET STACK BLACK NAILS MANICURE PARIS FASHION WEEK photo LEFASHIONBLOGSTREETSTYLEHOLLIROGERSTEXTUREDKNITLUXELEATHERVIAALOVEISBLIND.jpg
Photo via: A Love Is Blind

Apparently Holli Rogers has a knack for making textured knits look amazing. Remember this post? As for those gorgeous wide-leg leather trousers... insert heart eye emoji here! Her luxe pair drapes perfectly and looks so buttery soft.

Get the look...

Malibu Pink





Polka Dot Top: Loft // Sweater: GAP (favorite!) // Jeans: old, Similar // Booties: Target // Purse: c/o Lulu's // Watch: Target // Earrings: c/o InPink // Bracelets: c/o HelloFab, c/o InPink // Lips: NYX Shocking Pink

If you follow me on Instagram [@victoriafarnsworth] you know that I have been living in this malibu pink sweater from GAP. I seriously have worn it almost every day this past week, and I'm not that sorry about it! It's the perfect color, the perfect loose fit, and it's on sale! Make sure you check out all the fun colors they have. I think I may have to order a couple of others... :]


PS-- For those of you who have been asking about my mirrored cubicle tutorial... It will be up next week, I promise! :]

xoxo,
 photo NewSiggy_zpscdf6e4bc.png

Outfit post - I love Karl


On my last week's trip to Zagreb, I did some shopping and this
sweatshirt is one of the things I got for myself.
MrSteve is the name of the brand and they make fun/ sarcastic
great quality t-shirts and sweatshirts. My sweatshirt says "I love Karl"
as in Karl Lagerfeld, but there were other sweatshirts at the store
with "Without Yves", "Prada not war" and similar quotes.

This necklace is from croatian jewellery designer Sovilj and I fell in love
with it right when I saw it!

This is the outfit which I wore yesterday to meet with my sister over a lunch,
where we have discussed all the upcoming photo shoots and details around
them. I've made some online orders for a costume that should come soon.
I can't wait to use it for the next photo shoot!

This day started pretty energetic! I was already at the gym so I'm in a
good mood and am ready for the weekend. I have tons of things to do,
including cleaning the flat and finally buying some new furniture because it's
been pretty empty for a while now, it's starting to get annoying :)

Have a great weekend everyone!!

I'm wearing: Boots - Vagabond, Jeans - Diesel, Top - Isabel Marant for H&M,
Jacket - Lindex, Bag - Zara, Sweatshirt - MrSteve, Necklace - Sovilj








VOGUE PHOTO DIARY: NICOLE RICHIE | CFDA AWARDS

LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS MARC JACOBS METALLIC SATIN SILK CRINKLE SLIP DRESS JENNIFER MEYER DELICATE DAINTY RINGS MIDI KNUCKLE RINGS BANGLES BRACELETS DARK RED LIPSTICK LOW BUN SLICKED BACK HAIR 10 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS10copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS BEHIND THE SCENES SMILES HAIR LOW SLICKED BACK BUN 2 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS2copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS CLOSE UP SLICKED BACK BOW BUN 3 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS3copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS CLOSE UP JENNIFER MEYER DAINTY RINGS ZIG ZAG RINGS MIDI KNUCKLE RINGS 4 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS4copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS MARC JACOBS METALLIC SATIN SILK CRINKLE SLIP DRESS 5 photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS5.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS 6 MARC JACOBS METALLIC SATIN SILK CRINKLE SLIP DRESS LOW CUT BLACK WHITE PORTRAIT IN BATHROOM photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS6.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS BEAUTY CLOSE UP MATTE RED LIPS LIPSTICK SLICKED BACK HAIR BUN EYELINER MASCARA DIAMOND STUD EARRINGS GROOMED EYEBROWS BROWS MAKE UP 1 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS1copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS CLOSE UP MARC JACOBS METALLIC SATIN SILK CRINKLE SLIP DRESS JENNIFER MEYER DELICATE DAINTY RINGS MIDI KNUCKLE RINGS BANGLES BRACELETS 9 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS9copy.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS METALLIC GOLD GIUSEPPE ZANOTTI PUMPS HEELS 7 photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS7.jpg
LE FASHION BLOG VOGUE PHOTO DIARY NICOLE RICHIE CFDA AWARDS MARC JACOBS METALLIC SATIN SILK CRINKLE SLIP DRESS GOLD HEELS PUMPS FULL LOOK 8 copy photo LEFASHIONBLOGVOGUEPHOTODIARYNICOLERICHIECFDAAWARDS8copy.jpg
Photos via: Taylor Jewell for Vogue

Recently stumbled upon this photo diary of Nicole Richie getting ready for the CFDA Awards. Her look was one of my favorites of the night, so it's fun getting a behind-the-scenes glimpse. Nicole wore an Marc Jacobs dress, Giuseppe Zanotti pumps and Jennifer Meyer jewelry.

Get the look...

UNDERSTATED BLACK + GREY | CHANEL CHAIN BOOTS

LE FASHION BLOG UNDERSTATED BLACK AND GREY CHANEL CHAIN BOOTS VIA STYLEBY ELIN KLING MAGAZINE SIDE PART WAVY HAIR HIGHLIGHTED BROWN HAIR BRUNETTE LONG JEWELED EARRING RIBBED GREY SWEATER KNIT TOP FADED BLACK SKINNY JEANS DENIM MID CALF CHANEL LAYERED CHAIN BOOTS BELLE BY SIGERSON MORRISON DEMETRA BOOT photo LEFASHIONBLOGUNDERSTATEDBLACKANDGREYCHANELCHAINBOOTSVIASTYLEBY.png
Photo via: Styleby

I had already been a fan of these statement Chanel chain boots, but after seeing them in this shot I fell head over heels. They look perfect styled with an understated ribbed grey knit and pair of faded black skinny jeans. Ultimate shoe envy for all those that scored a pair. For now, I will try and satisfy my craving with the Belle by Sigerson Morrison Demetra boot.

★ If you like the posts on here and want to see more, check out my posts on Who What Wear

Shopping | SmartBuyGlasses Shop Céline Sunglasses Picks

Wearing: Céline Shadow Sunglasses c/o SmartBuyGlasses Shop (get them here)


I have been obsessed with these Céline Shadow sunglasses for a long while now and I was able to get them thanks to the sunglasses shop with the most complete Céline collection on the web, SmartBuyGlasses Shop

You can see what I am talking about by clicking here and checking out their amazing sortiment, which I must say impressed me ever since I stumbled upon it when googling "Céline sunglasses", not to mention that they offer pretty fair deals.





It is no secret that this particular model in tortoise has been sported by the likes of Christine Centenera, as  most Céline sunglasses have been spotted on many celebrities and style icons.



These are my top 3 picks from the shop: 


Get them here


Get them here


Get them here




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MUST-HAVE: WHITE HIGH-TOP CONVERSE SNEAKERS

LE FASHION BLOG MUST HAVE WHITE HIGH TOP CONVERSE SNEAKERS MARIE CLAIRE KOREA MODEL SARAH FRIGO GREY GRAY TEXTURED KNIT SWEATER SKINNY JEANS DENIM CHAIN STRAP BAG BLACK SUNGLASSES MODEL OFF DUTY WAVY HAIR SIDE PART 1 photo LEFASHIONBLOGMUSTHAVEWHITEHIGHTOPCONVERSESNEAKERSMARIECLAIREKOREA1.jpg
LE FASHION BLOG MUST HAVE WHITE HIGH TOP CONVERSE SNEAKERS MARIE CLAIRE KOREA MADELINE POOL NORDSTROM NAIL ARTIST MANICURIST MPNAILS RED NAILS MANICURE LEATHER PANTS ANKLE ZIPPERS 2 photo LEFASHIONBLOGMUSTHAVEWHITEHIGHTOPCONVERSESNEAKERSMARIECLAIREKOREAMADELINEPOOLNORDSTROM2.jpg
LE FASHION BLOG MUST HAVE WHITE HIGH TOP CONVERSE SNEAKERS MARIE CLAIRE KOREA BIANCA BRANDOLINI OVERSIZED BLACK SWEATER BLACK JERSEY THIGH SLIT MAXI SKIRT BLACK TEXTURED LEATHER BAG LONG OMBRE WAVY HAIR 3 photo LEFASHIONBLOGMUSTHAVEWHITEHIGHTOPCONVERSESNEAKERSMARIECLAIREKOREABIANCABRANDOLINI3.jpg
LE FASHION BLOG MUST HAVE WHITE HIGH TOP CONVERSE SNEAKERS MARIE CLAIRE KOREA LINE BREMS AS YOU ARE MAGAZINE OVERSIZED WHITE LONG SLEEVE TEE TSHIRT RED BACKPACK BAG BRONZE TAN LEGS LONG BLONDE HAIR 4 photo LEFASHIONBLOGMUSTHAVEWHITEHIGHTOPCONVERSESNEAKERSMARIECLAIREKOREALINEBREMSASYOUAREMAGAZINE4.jpg
LE FASHION BLOG MUST HAVE WHITE HIGH TOP CONVERSE SNEAKERS MODEL KLARA VANESSA JACKMAN CROPPED BOYFRIEND BOY BLAZER JACKET CRINKLED WHITE BUTTON UP SHIRT DISTRESSED RIPPED DENIM BOYFRIEND JEANS MODEL OFF DUTY LONG BLOND HAIR 5 photo LEFASHIONBLOGMUSTHAVEWHITEHIGHTOPCONVERSESNEAKERSMODELKLARAVANESSAJACKMAN5.jpg
Photos via: Marie Claire Korea | Nordstrom | As You Are Magazine | Vanessa Jackman

So you might remember my inspiration for wanting a pair of high-top black chucks... now I'm craving a white pair as well. They're a classic and versatile must-have for any closet. I've had the low cut ones as my go-tos for years, but I'm thinking it's time for a change. Kind of even liking the hidden wedge version, which are great for making your legs look leaner and longer.

Get the look...
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