Asos

My favourite fashion brand is Asos because they have a big ethical stance and support suppliers to help meet their ethical standards. They set targets to reduce their impact on the planet and have strict sourcing guidelines for animal materials and producing animal free products.

Asos are aiming for net zero carbon emission by 2030 and aim to ensure that 100% of their own brand products and packaging are made from more sustainable or recyclable materials. They are also prioritising extending the life of garments by making better material choices. This means that Asos are trying to reduce their impact on the planet and aiming to be more sustainable in the production line which is why I like the brand.

They are also ‘expanding transparency and human rights progress across the supply chain and setting new diversity, equity and inclusion goals’, this means they are actively trying to improve the quality of life in the workers across the supply chain. By 2025 they want to ensure all third-party brands have signed a transparency pledge meaning supply chains will have basic human rights.

In 2021 Asos reported they ‘more than tripled first-half profits to a record of £106m’ as they still benefit from the pandemic as people shift to shopping online. Casual wear such as gym leggings and joggers had an 86% rise in sales and sales growth overall was 39%. As a result, the company expects to benefit from demand from new outfits as people have returned to ‘normal’ and started socialising more. This is all increasing profits which I would say is one measure of success however I would also argue that the huge sales growth shows more success.

Asos’s purpose is ‘We believe in a world where you have the freedom to explore and express yourself without judgement, no matter who you are or where you’re from. That is why our purpose is to give fashion-loving 20-somethings the confidence to be whoever they want to be.’ I like their values are about people expressing themselves through fashion which is inclusive for all.

Overall, I like the brand with their stand on the planet and people. The morals and values of the company make their success and their aims of sustainability within the next 8 years. This is why Asos is one of my favourite fashion brands.

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