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Relevance, Loyalty, and the New Commercial Logic to Drive Growth in Retail: How ASOS is Building a Business That Earns Growth
Over the last three years, ASOS has deliberately rebuilt its foundations, reshaping the business around a clearer, more disciplined commercial model rooted in product authority, relevance and better decision‑making. This reset has been about earning confidence in the offer, strengthening full‑price performance and building a model designed to scale sustainably.
As ASOS enters its next phase, the question becomes how early momentum is translated into durable growth at scale.
In this conversation, José Antonio Ramos, Chief Executive Officer of ASOS, joins Marc Allsop of Rokt to share leadership lessons and commercial thinking from ASOS’ transformation journey. From the launch of ASOS World, a loyalty programme built around experience and exclusivity, to investment in AI‑driven personalisation and the emerging opportunity in commerce media, José will discuss how relevance-led customer value is shaping a more resilient growth engine for the business.
This session is for retail leaders navigating the tension between near‑term performance and long‑term relevance.
