#1© 2021 asos A Capital Markets Day November 2021 asos AHI#2© 2021 asos Agenda Capital Markets Strategy and Opportunity Our Platform and Capabilities Enabling our Success Amplifying our Winning Offer Our International Expansion Margin Evolution and Financial Deep Dive 2 asos#3© 2021 asos Agenda Mat Dunn - COO Strategy and Opportunity Our Platform and Capabilities Enabling our Success Amplifying our Winning Offer Our International Expansion Margin Evolution and Financial Deep Dive 3 asos#42021 asos We have a platform built on strong brand foundations and fashion credibility Sales £bn 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Building a global brand: ASOS Design 0.3 1 Source: ASOS annual reports Expanding offer with third-party brands and categories 1.2 2.4 3.9 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Building global infrastructure Adding partner programme and winning key international markets 4 asos#5◄ © 2021 asoS Our vision is to be the go-to destination for fashion- loving 20-somethings 5 asos#6© 2021 asos We have the foundations in place to accelerate the pace and intensity of delivery What we've built Where we're going Well-positioned to win our target customer Huge opportunity with a 2030 TAM of £430bn¹ 2 Winning customer offer with superior economics 15 Multiple levers to accelerate future growth and margin 3 Strong scalable global platform to leverage 6 Focused plan to execute and capture opportunity 1 Internal estimate for 2030 based on Global Data forecasts through 2025 for Fashion and Beauty sectors, and age share of spend from Global Data Fashion Age Spending Forecasts prepared for ASOS in June 2021. Fashion includes Clothing, Footwear & Accessories, excluding children's clothing and footwear. Beauty includes Make-up, Haircare, Skincare, Fragrances, Suncare, Male Toiletries and Personal Hygiene. TAM includes 16-34yo spend in the UK, US, EU and ASOS focus ROW markets. Data is inclusive of sales tax. 6 asos#71 Well-positioned to win our target customer Doing 20-something fashion better than anyone else is what we are about 7 asos#81 Well-positioned to win our target customer >80% of our customers are Gen-Z or Millennial, with the average age of customers staying consistent over the past 10 years Customer profile for ASOS vs. Market¹ age share of adult population Gen-Z (16-24) Millennials (25-40) 40+ 13% 25% 18% ASOS 39% Market 44% 62% FY11 1 Source: GlobalData population estimates for the UK, US, EU and strategic ROW countries aged 16 and older. 2 ASOS Internal data, based on customers aged 16-60 to exclude outliers. Average age of the ASOS Customer² 20 FY16 31 1 FY21 8 asos#91 Well-positioned to win our target customer Younger customers are more fashion engaged and spend more of their wallet on fashion than other segments Avg. Annual Spend on Adult Fashion and Beauty in 2021¹ £1,232 Consumers aged 16-34 £966 Consumers aged 35-54 1 Internal estimates based on GlobalData forecasts through 2025 for Fashion and Beauty sectors, and age share of spend from GlobalData Fashion Age Spending Forecasts prepared for ASOS in June 2021. Adult fashion includes Clothing, Footwear & Accessories, excluding children's clothing and footwear. Beauty includes Make-up, Haircare, Skincare, Fragrances, Suncare, Male Toiletries and Personal Hygiene. Includes UK, US, EU and ASOS focus ROW markets. Data is inclusive of sales tax. | 2 Internal estimate based on Office for National Statistics (UK) report for mean disposable income in the UK in 2019/20 by age group of household reference person Kingsland Road Travel Money Kingsland Road Post Office +50% Target customers' share of disposal income spent on fashion² 9 +30% Avg. annual fashion and beauty spend#101 Well-positioned to win our target customer We are laser-focused on meeting the needs of our target consumers and we have a clear understanding of their needs and characteristics Compared to older generations, our customers are...1 1.5x more likely to describe themselves as fashion conscious 1.6x more likely to want brands to be trendy and cool 1.3x more likely to be interested in beauty 1.5x share of spend on adult fashion 1.5x more likely to consider exclusivity a driver of purchase 1.4x more likely to say they like to be the first to try new things ...but their diverse needs require a platform providing...² Experiment with new 50% styles vs sticking to the same 43% 55% Look for the best 54% products no matter the cost 1 Source: GlobalWebIndex Waves Q3 2020, Q4 2020, Q1 2021, Q2 2021 2 Source: ASOS Online Consumer Survey of target online apparel shoppers in UK, US, DE, FR, IT, RU, AU and SA Enjoy researching trends vs buying what they need Know how to style themselves A breadth of trends with sufficient depth An experience that is both functional & inspirational Features helping customers discover their style or find the products that best meet their style needs A range of price points to meet both price & quality conscious needs 10 asos#111 Well-positioned to win our target customer Our target customers are increasingly demanding brands to produce sustainable products % Consumers wanting brands to produce eco-friendly products¹ 26 25 24 23 22 21 20 19 18 7 16 15 14 17 16-24 2015 25-34 2016 35-44 2017 2018 26 24 23 2019 % Consumers saying that knowing a product is environmentally friendly would increase their likelihood of buying² 16-24 25-34 23 35-44 18 2020 1 Which of these things do you most want your favourite brands to do / provide? (Max. 3 answers). GlobalWebIndex, UK, US, DE, FR, AU, RU, IT & SA panels 2 When shopping online, which of these features would most increase your likelihood of buying a product? GlobalWebIndex, UK, US, DE, FR, AU, RU, IT & SA panels 15 11 asos#121 Well-positioned to win our target customer Our Fashion with Integrity principles are non-negotiable and underpin everything we do 1 Fashion with Integrity Programme Planet 21 Be Net Zero Be More Circular 3 Be People 4 Transparent Be Diverse 12 asos#131 Well-positioned to win our target customer And achieving our 2030 ambitions is at the forefront of our strategy & be net zero ASOS will achieve Net Zero carbon emissions across its value chain by 2030, driven by emission reduction targets, and will be carbon neutral in its operations by 2025. G be more circular By 2030, ASOS will have shifted towards more circular systems, ensuring 100% of our ASOS own-brand products and packaging are made from more sustainable or recycled materials, prioritising circular design, and facilitating product recovery programmes. be transparent By 2030, ASOS will have led improvements on human rights and transparency within our own supply chain and the wider fashion industry. & be diverse 13 By 2030, ASOS will drive diversity, equity and inclusion across every aspect of our business, with a focus on leadership representation and ensuring every ASOSer can be their authentic self at work. asos#142 Winning customer offer with superior economics This focus and understanding has allowed us to create a winning offer and best in class customer experience For customers Desirable, exclusive and ethical product Fast to market • Focused on their fashion needs Third-party brands and categories so they do not have to shop anywhere else Curated edit to provide an assortment they can trust is fashionable Friction free, engaging, inspiring ● Tailored to their needs Unique visual language and content For ASOS ▲ Strong economics ▲ Drives visits and loyalty ▲ Fashion credibility ▲ Higher share of wallet ▲ Further fashion credibility ▲ Higher frequency, loyalty, ABV A Greater loyalty and conversion ▲ Creates barrier to entry Our offer Own brands Platform Customer Experience (e.g. Premier) Better fashion experience R Increased traffic, conversion, ABV Scale efficiencies and fuel to reinvest 14 Increased volume ♡ asos#152 Winning customer offer with superior economics With our retained customers becoming more valuable over time Annual Net Spend per Customer by Acquisition Cohort - UK FY20 Pre FY16 £38 £34 £61 FY16 FY16 £38 £33 £61 £64 FY17 FY17 FY18 £38 £35 £59 £67 £69 FY18 FY19 £38 £32 £60 £64 £73 £73 FY19 1 ASOS internal data | Net revenue is sales net of returns, inclusive of sales tax, per customers in each acquisition cohort FY21 £43 £38 £61 £68 £74 £84 £77 FY20 First Order £46 £41 £80 £79 £89 £94 £104 £88 FY21 15 asos#162 Winning customer offer with superior economics The more customers engage with our offer the more valuable they become 60% of new customers acquired shop own brands Own brand shoppers + Partner brands Premier + Categories (e.g. F+B) ✓ 1 Source: ASOS internal data | ABV is calculated by taking net billed sales (including sales tax) divided by billed orders 2 Source: ASOS internal data | ACV refers to net annual spend per active customer, inclusive of sales tax 4M Customers £33 ABV¹ 11M Customers £52 ABV¹ 1.5M Customers £46 ABV¹ 1.2M Customers £36 ABV¹ Customer KPIs 1.2 Frequency £40 ACV² 2.9 Frequency £152 ACV² 8.3 Frequency £380 ACV² 29% Orders direct <50% Retention on App 54% Orders direct on App 58% Retention 69% Orders direct on App 83% Retention on App 22.3 Frequency 80% Orders direct 96% Retention £800 ACV² 16 asos#172 And this customer offer generates superior economics versus both platforms and house of brands models Gross Profit per Order* Winning customer offer with superior economics £20 £18 £16 £14 £12 £10 £3.5 £3.0 £2.5 £2.0 ASOS Competitor 1 EBITDA per Order* ASOS Competitor 2 Competitor 1 Competitor 2 *Calculations based on ASOS' & competitors' most recent full year financial results & on a reported EBITDA basis 17 asos#183 We have built a strong scalable global platform to leverage in our next phase of growth Strong scalable global platform to leverage People and talent Strong international businesses W Tech, marketing and LEAN capabilities International logistics infrastructure Ĵ New own brands with momentum 18 asos#193 We have strengthened our leadership with a focus on growth and international markets Strong scalable global platform to leverage José Antonio Ramos Chief Commercial Officer Robert Birge Chief Growth Officer Mathew Dunn Cliff Cohen Chief Technology Officer COO Jo Butler Chief People Officer Patrik Silén Chief Strategy Officer 19 Katy Mecklenburgh Interim CFO asos#203 Strong scalable global platform to leverage We have built strong momentum in our international markets £1400m £1200m £1000m £800m £600m £400m £200m £m 2013 20% 5 year CAGR² 1 Source: ASOS annual reports 2 Source: ASOS internal data 2014 2015 27% 5 year CAGR² 2016 Total Sales¹ 20% 5 year CAGR2 2017 2018 || 20% 5 year CAGR² 2019 2020 37% 5 year CAGR² 2021 EU US 29% 5 year CAGR² 20 asos#213 Strong scalable global platform to leverage We have now finished a programme of updating our Tech infrastructure which is a further prerequisite for scaling internationally TGR rolled out across the business... TRULY GLOBAL RETAIL And other fundamental tech initiatives landed... Technology foundations to support a truly global business Customer experience platform Microservice Architecture Internal systems TGR Commercial Finance Systems Systems Agility to change and 'plug In' new services O iOS Web & App Experiences Studio Marketing HIR Workflow Tools Technology Systems Deployed Globally in Azure Cloud Operational systems Supply Choin Customer Care Global cloud infrastructure, operations and security Strategic Partnerships Data infrastructure Business Metrics and Reporting Scalable Data Lake Advanced Analytics and Insight Actionable Data Science Models 21 asos#223 Strong scalable global platform to leverage And built the relevant infrastructure to facilitate growth in key markets Atlanta fulfillment centre 1 Source: ASOS internal data Barnsley Selby Doncaster Lichfield au returns centre Berlin Poznan Krupka fulfilment & returns centre Strategic benefit Allows us to compete on propositions with local competitors: ▲ 85% of customers eligible for next day delivery > 200k click and collect ▲ > 200k returns locations Cost benefit LCPU 2019 2020 2021 22 (36%) asos#233 Strong scalable global platform to leverage We have a growing portfolio of own brands which have strong momentum among target customers ASOS own brands 2019 Collusion 2019 15% CAGR 2020 53% CAGR 2020 2021 1 Source: Internal estimate based on data paid for by ASOS 2021 Demonstrates our ability to build and grow new relevant brands Global sales £1.4bn Own brands gross margin >55% ASOS Design top 4 British fashion brand¹ 2rd most searched for brand on site globally Sold in 186 countries in FY21 On course to become a £1bn brand Colos Bier COLLUSION* 23 asos#244 There is a huge opportunity ahead of us with a 2030 TAM of £430bn in our markets £430bn Total Addressable MMB Momes SON Market 2030 FEEL THE FREEDOM Original 445 fang... 24 TUAL asos#254 Huge opportunity with a TAM of £430bn And there is opportunity to increase our share, especially as the shift to online continues TAM £Bn¹ £295 2020 £326 Current share 1.2% 2021 £4bn £345 2022 £353 2023 £366 £360 2024 UK 2025 EU £376 £388 2026 US 2027 £401 2028 £416 Focus ROW Markets 2029 1 Internal estimates based on GlobalData forecasts through 2025 for Fashion and Beauty sectors, and age share of spend from GlobalData Fashion Age Spending Forecasts prepared for ASOS in June 2021. Fashion includes Clothing, Footwear & Accessories, excluding children's clothing and footwear. Beauty includes Make-up, Haircare, Skincare, Fragrances, Suncare, Male Toiletries and Personal Hygiene. TAM includes 16-34yo spend in the UK, US, EU and ASOS focus ROW markets. Data is inclusive of sales tax. £432 2030 25 asos#264 Huge opportunity with a TAM of £430bn ...and especially in markets outside the UK Population Penetration of 16-34yo's (FY21 Active ASOS Customers / Population) Ⓒ UK 35% Strong leadership position in the UK 1 Region includes ASOS focus markets in ROW 15% Ⓡ FR 5% @ EU 12% Ⓡ DE 4% ROW¹ 3% Ⓡ US ...Clear opportunity to grow reach outside 26 asos#27LO 5 Multiple levers to accelerate future growth & margin There are multiple levers for future growth and margin improvement Doing 20-something fashion better than anybody else Leverage our platform and capabilities 02 Double down on our winning offer Truly localise our offer and invest in marketing to win in our most important markets 27 asos#28LO 5 Multiple levers to accelerate future growth & margin And today we are sharing a comprehensive plan to achieve our medium-term ambition 01 Leverage our platform and capabilities Launch of Partner Fulfils & ASOS Services Improve our core customer propositions Evolve our marketing capability Leverage Premier Drive operational excellence 02 Double down on our winning offer Double down on our fashion credibility Strategic category expansion Brand Partnerships 03 Truly localise our offer and invest in marketing to win in our most important markets Leverage infrastructure Localise assortment Back with marketing investment 28 asos#296 A plan which will be executed with a new level discipline Focused plan to execute and capture opportunity • @ 2021ASOS Build & Amplify The ASOS Experience: Improve The ASOS Brands: Grow our The ASOS Platform: Enhanc One ASOS: People at the c Operational Excellence: Del Fashion with Integrity: Drivin Truly Global: Expand our overa +302305 7 Focus Areas Jenito Evperience Build & Amplify Strengthening our capabilities, driving operational excellence and laying the foundations to scale globally Delivered in 3 waves of change Win Globally an H Key to ASOS Themes: • BAU ASOS Experience (11) ASOS Brands (13) ASOS Platform (5) One ASOS (6) Operational Excellence (18)) Fashion With Integrity (4) Truly Global (10) 31 Im Transformation Comme Fran Current Portfolio Trerapara nt Er Not Tizen Be Diverse PATAY HEAVEN Croclor PREMIER 32 United Steck Availability RE-IMAGINED: Workstreams that will deliver growth MALITETE I FRICTION REMOVAL: Workstreams as foundations/enablers to the transformation www CONTINUOUS IMPROVEMENT: 3:3 Workstreams improving the running of the business SOS 29 asos#30The momentum we have built, as well as our growth and margin levers, give us confidence in our medium-term targets Opportunity Medium Term Drivers of growth Our vision is to be the go-to destination for fashion-loving 20-somethings Deliver £7bn of sales (15-20% CAGR) with > 4% EBIT margin and capex of £200m-£250m per annum Leverage our platform and capabilities Double down on our winning offer c.5% GMV from partner platform Additional >£1bn own brand sales Truly localise our offer and invest in marketing to win in our most important markets Double size of US and EU 30 asos#31We are confident we can continue our current growth trajectory in the longer-term Revenue Profitability Sustainability Medium term targets £7bn revenue >£8bn GMV >4% EBIT Carbon neutral in operations Longer term evolution Sustained revenue growth >8% EBIT Net zero carbon emissions across value chain 31 asos#32© 2021 asos In summary, we are well positioned to capitalise on a huge opportunity 3 What we've built Where we're going Well-positioned to win our target customer Huge opportunity with a 2030 TAM of £430bn1 2 Winning customer offer with superior economics 15 Multiple levers to accelerate future growth and margin Strong scalable global platform to leverage 6 Focused plan to execute and capture opportunity 1 Internal estimate for 2030 based on Global Data forecasts through 2025 for Fashion and Beauty sectors, and age share of spend from Global Data Fashion Age Spending Forecasts prepared for ASOS in June 2021. Fashion includes Clothing, Footwear & Accessories, excluding children's clothing and footwear. Beauty includes Make-up, Haircare, Skincare, Fragrances, Suncare, Male Toiletries and Personal Hygiene. TAM includes 16-34yo spend in the UK, US, EU and ASOS focus ROW markets. Data is inclusive of sales tax. 32 asos#33© 2021 asos Agenda Cliff Cohen - CTO Mat Dunn - COO Robert Birge - CGO Strategy and Opportunity Our Platform and Capabilities Enabling our Success Amplifying our Winning Offer Our International Expansion Margin Evolution and Financial Deep Dive 33 asos#34Ⓒ2021 asos Agenda Cliff Cohen- CTO Our Platform and Capabilities Enabling our Success Our Platform Development Enabling the Customer Experience Premier Marketing Capability Operational Excellence 34 asos#35◄ © 2021 asos Technology foundations to support a truly global business Customer experience platform Microservice Architecture Internal systems TGR Commercial Systems Agility to change and 'plug in' new services میرا Finance Studio Marketing Systems Workflow Tools Technology iOS Web & App Experiences HR Systems an W Deployed Globally in Azure Cloud Operational systems Supply Chain Customer Care Global cloud infrastructure, operations and security Strategic Partnerships Data infrastructure d. ܀ Business Metrics and Reporting Scalable Data Lake Advanced Analytics and Insight Actionable Data Science Models 35 asos#36◄ © 2021 asos Flexible fulfilment 'ASOS Fulfils' ASHION MATILL Any fulfilment centre within the ASOS network to any customer THE NORTH FACE 'Partner Fulfils' Brand partner fulfils orders placed on the ASOS platform POLO LPH LAUREN 'ASOS Services' Additional services and partnerships offered by ASOS 36 asos#37◄ © 2021 asos Flexible fulfilment 'ASOS Fulfils' ASHION MATILL Any fulfilment centre within the ASOS network to any customer THE ORTH 'Partner Fulfils' Brand partner fulfils orders placed on the ASOS platform POLO UPH LAUREN 'ASOS Services' Additional services and partnerships offered by ASOS 37 asos#38© 2021 asos ► ASOS Fulfils allows our customers to access more of our stock regardless of their location Why? More product Better availability Reduced markdown Same stock investment From What? Each fulfilment centre servicing specific territories To Any warehouse in the group servicing customers around the globe 38 asos#39◄ © 2021 asos ASOS Fulfils pilot launched in US in 2020 We exposed select UK stock to our US customers in order to expand our brand offering and backfill size availability, using rules to ensure we managed the order profitability Scope Goals Outcomes 15 brands US Split delivery *ASOS Insights team internal analysis 8 Expand product ranges in the US Assess the incremental sales opportunity Customer response to split deliveries Improved customer offer and increased basket size ✔ 37% incremental sales * No material customer care issues 39 asos#402021 asos And is now on track to roll out to key markets Full solution Unlimited brands Global Customer Care Customer Experience Primary Stock Pool Secondary Stock Pool No of Brands Rollout Atlanta Barnsley 57 Berlin Barnsley 298 Barnsley Barnsley Berlin 237 Berlin 69 XK - Barnsley Lichfield All 40 asos#41© 2021 asos With a simple and clear customer experience Checkout Pilot experience CLICK & COLLECT DELIVERY OPTIONS FREE Standard Delivered on or before Tuesday, 23 March, 2021. Note: Topshop items may be delivered separately and arrive the same day. No shipping on Public Holidays. Shipping to Alaska, Hawaii More $7.99 Express Shipping Delivered on or before Monday, 22 March, 2021. Note: Topshop items may be delivered separately and arrive the following working day. PAYMENT BILLING ADDRESS Aimee Duffy 474 Benson Street Arkansas 112130 CHANGE Minimum change to core journey allowed us to trial limited brands quickly Category Pages a TOPS £16.00 ♡ ASOS Weekend Collective long sleeve t-shirt with w.... 3 £30.00 Topshop poplin animal frill shirt in orange £25.00 ♡ £25.00 ASOS DESIGN long sleeve ASOS DESIGN long sleeve blouse with pocket detail.... blouse with pocket detail... Customers have access to more stock Enhanced experience Product Pages ASOS EDITION embellished pearl kimono sleeve top co-ord €50.00 £25.00 (-50%) Free delivery & returns (Ts&Cs apply! ▷ VIDEO Or 3 payments of £8.33 with Klarna., or 4 of £12.50 with clearpay, always interest-free. Hay, you're new here! Get 15% off everything with code: ASOSNEWBIE ✰✰✰✰✰ 4.5 (20) COLOUR: Beige SIZE Please select ADD TO BAG û Find your Fit Assistant size Shipping from: ASOS EU O SIZING HELP Still unsure what size to get? Find your recommended size t check out our size guide If the item isn't coming from the primary warehouse, the customer is told this, at the earliest opportunity Delivery & Checkout a DELIVERY OPTIONS Delivery 1 of 2 FREE Standard Delivered on or before Monday. 11 January, 2021. Delivery is Monday to Saturday (excluding Sunday and Public.. More $7.99 Express Shipping Delivered between 7am and 10pm on Saturday, 09 January, 2021 Delivery 2 of 2 FREE Standard ASOS UK: Delivered on or before Wednesday, 13 January, 2021. Delivery is Monday to Saturday (excluding Sunday and Public... More View View Items are clearly separated by delivery & date, before customers checkout 41 asos#42◄ © 2021 asos We plan to continue the development of ASOS Fulfils to improve the capability and expand the reach Enhanced feature set ✪ TA ilı T Enhanced prioritisation logic Improved delivery proposition Tertiary stock pools Primary Stock Pool Secondary Stock Pool Planned Rollout Berlin Barnsley Berlin Barnsley Berlin Barnsley ΜΕΝΑ Barnsley Berlin 42 asos#43© 2021 asos Flexible fulfilment 'ASOS Fulfils' Any fulfilment centre within the ASOS network to any customer THE NORTH FACE 'Partner Fulfils' Brand partner fulfils orders placed on the ASOS platform POLO 'ASOS Services' Additional services and partnerships offered by ASOS 43 asos#44◄ © 2021 asos Partner Fulfils leverages stock from our Brand Partners to allow our customers' access to more product whilst retaining our unique, curated ASOS edit N ( + Why? Key to international growth All the benefits from ASOS Fulfils + More product and better availability ()) More locally relevant brands From What? Customers are only able to access stock that is physically available in an ASOS Fulfilment Centre To Customers can access expanded product assortment, more locally relevant product and additional size availability beyond what is available in an ASOS Fulfilment Centre 44 asos#45© 2021 asos Partner Fulfils pilot in the UK in 2021 in partnership with Adidas and Reebok (15) adidas Reebok Backfill our stock Launch in 2021 45 UK asos#462021 asos Full marketplace capability built into our core technology ... a 1 adidas Integration with brands CD Sold and Spa CHECKOUT €59.95 WHEE OTY:3 2 23.00 adidas Training 3 e 127.50 4500 teabak yoga leggings beny 917 1 MEDIUM- APPLE PAY Delivery 3 of 4 by and Defen Foda Neves, 2021 Dery of 4 Free Standard Delivery Y by Reebok-Delivered in a b do 20 Nov 202 PAYMENT INFORMATION SSLING ADORES Nex Smith Grecter London House • CHANSE Seamless customer experience MPC Maintenance 3 0 ++++ Business systems & processes 4 NEED TO GET IN TOUCH? CONTACT US NOW Enhanced customer care support 46 asos#47© 2021 asos We plan to continue the development of Partner Fulfils to expand the offer and its global reach FY22 Width expansion European expansion FY23 US Expansion FY24 Dedicated brand on-boarding team Additional Integration Platforms to unlock more brands 47 asos#48© 2021 asos ASOS Services 'ASOS Fulfils' Any fulfilment centre within the ASOS network to any customer THE ORTH 'Partner Fulfils' Brand partner fulfils orders placed on the ASOS platform FOLO LPH LAUREN 'ASOS Services' Additional services and partnerships offered by ASOS 48 asos#49© 2021 asos ASOS Services 1 Fulfilled by ASOS 2 ASOS Media Group 3 Partner Platforms 282 49#50◄ 2021 asos 02TX PROD ASOS provides our warehousing and fulfilment services to Partner brands Fulfilled by ASOS ↑ Additional revenue stream Enables smaller brands which don't have the fulfilment capabilities Offers our global reach to small brands 50 Enables an even greater range of local product without the working capital investment asos#51© 2021 asos adidas IVY PARK AVAILABLE AT asos Bershka volume shoulder t-shirt in bl.... NEW INCLUSIVE SIZES COLLUSION Unisex sweatshirt in olive gr... CLEAN CLASSICS CONSCIOUSLY CRAFTED Engage with the ASOS audience throughout the discovery journey AS ba ASOS Media Group Over 26 million active customers on the platform in the last 12 months * With high engagement, our customers discover fashion in our app Unique and definable audience *ASOS active customers as at FY21 year end 51 asos#52◄ 2021 asos 02TX PROD Drop Ship / Wholesale Extends our capacity to serve more customers through new platforms / partnerships by receiving and fulfilling orders which have been taken on a non-ASOS platform Partner platforms >> Test new platforms and partnerships in geographies offering a more relevant localised customer experience (e.g. Japan & MENA) Potential for an alternative wholesale model 52 Tests the demand for our products and brands in new territories before we invest and access more customers through alternative platforms asos#53◄ © 2021 asos Providing greater product ranges and better availability, through our seamless customer experience From... ↑ Customer ASOS Experience ASOS Primary Warehouse Wholesale and Platform Partnerships N ASOS Primary Fulfilment Centre ↑ ↑ ...To Customer ASOS Experience AMG ASOS Secondary/ Tertiary Fulfilment Centre ↑ Brand Partners Fulfilment 53 asos#54© 2021 asos Agenda Cliff Cohen - CTO Our Platform and Capabilities Enabling our Success Our Platform Development Enabling the Customer Experience Operational Excellence Premier Marketing Capability 54 asos#55© 2021 asos Key focus areas to enable the customer experience 01 02 03 OO 55 Data Science Personalisation Experimentation asos#56© 2021 asos Investing in Al across the customer experience and our operations to support... Tailored customer experiences Creating a shopping experience that's relevant for every customer: Product recommendations Personalised ranking Personalised search results Visual search Size & Fit predictions Virtual assistant Operational efficiencies Delivering scaling efficiencies and maximizing value: Pricing optimisation Marketing investment ROI Fraud detection Cyber security Robotic process automation Underpinned by Data Platforms, Open-Source Machine Learning Frameworks and Research 56 asos#57◄ © 2021 asoS Creating an experience that is tailored to every customer 2020 2021 Results ■ Product recommendations ■ Personalised category page sort order ■ Promotion, Sale & Outlet ■ New-In ■ 1bn product recommendations each day ▲ Increases in conversion between 0.8% and 2.7%* 53% increase in personalisation Current Focus ))) ₁ 1 *Internal calculation of increase in conversion from tests conducted Personalised search results 16:57 GEEEN DRESS 1400 found O 3 €135.00 FILTER SIERRA NE 2 Extension to mobile and desktop web 57 asos#582021 asos Fast incremental improvements to improve customer engagement Test acceleration & product management Number of customer experience tests 11 Q4 Q1 Q2 Q3 FY20 customer Platform Change Q1 Q2 Q3 Q4 Business FY21 Technology Product management Feature experiments 1 ASOS DESIGN short sleeve scoop neck corset in black. £20.00 COLOUR: Black SIZE: Please select ADD TO BAG Free Delivery. Free Returns SELLING FAST Ts&Cs opply. Learn more Find your Fit Assistant aize SIZING HELP Still unsure what size to get find your recommended size or check out our size guide- 15:44 YOU MIGHT ALSO LIKE SIMILAR ITEMS MORE FROM BRAND 450.00 -33% 676.00 & Orker Stres 812.501-50% Reclaimed Vege 2 P €39.00 ASOS DESIGN €30.00 EQ E30.00 Mork MORE FRO 243.501-30%) Feedback loops 15:44 ♡ SAVE .... £74.95 Or 3 payments of £24.98 with Klarna. interest-free adidas Originals Sustainable Stan Smith white with navy tab ✰✰✰✰✰4.8 (3931) WHITE GET 20% OFF EVERYTHING WHEN YOU S WITH CODE ASOSLOVE SIZE 15:44 19:23 ← ✰✰✰✰✰ 4.8 (3931 Reviews) 9.8% of customers recommend this product 5 stars 4 stars 3 stars 2 star 1 1 star I CUSTOMER RATING SIZE: Runs Small Poor COMFORT: Uncomfortable REVIEWS QUALITY: ✰✰✰✰✰ Originally posted on adidas.com (3190) (622) (73) (17) (29) Runs Large Comfortable Great New Today 58 asos#59◄ © 2021 asos Investing to scale our teams, technology and partnerships to support our growth People Data science and engineering Product management and front-end engineering ● Overall technology team investment including the NI Tech Hub Platform ▲ Experimentation platform ▲ Scale Data Science and Machine Learning Research & Development Customer Research Innovation Al start-ups ■ Open-source Frameworks Academic research partnerships UNION MATCH Dearghous 59 asos#60Ⓒ2021 asos Agenda Mat Dunn - COO Our Platform and Capabilities Enabling our Success Our Platform Development Optimising the Customer Experience Operational Excellence Premier Marketing Capability 60 asos#612021 asos Operational Excellence A disciplined focus on creating an effective, efficient and sustainable model var Home Motivation, Attitude.#62◄ © 2021 asos Operational Excellence: A disciplined focus on creating an effective, efficient and sustainable model Customer & Competitor Insight Data & Data Science Process Excellence Intelligent Automation One ASOS approach Performance Management ↑↑ ↑↑ Lean & Agile Approach End-to-End thinking Speed □ Flexibility Efficiency Quality 62 asos#63Case Study: ASOS Lean framework drives efficiency through Supply Chain operations Launched Jan-21 & implemented across three fulfilment centres, two returns sites and delivery solutions network Pipeline of 237 opportunities, delivering improvements across a variety of areas including returns processing, pick and pack, and fulfilment centre design Core skills trained in centralised teams and ASOS own accredited Lean training delivered Standardisation across sites and third-parties through cross- functional working Quality and efficiency metrics improved resulting in significant cash flow contribution 63 asos#64© 2021 asos ► Areas of opportunity End-to-end returns Global intake network and inbound logistics Supplier excellence Centres of excellence Automation of routine processing THEI NORTH wwwww. FACED 64#652021 asos Enabled by our people Create the right organisation and ways of working Building the skills and capabilities needed for future global growth Re-designing the organisation Attracting and retaining talent - EVP Focus on employee engagement LUGS OFfil CO ak barghatir Celebrate our culture 65 Embrace our values and purpose Build our Diversity, Equity and Inclusion asos#66© 2021 asos Agenda Robert Birge - CGO Our Platform and Capabilities Enabling our Success Our Platform Development Optimising the Customer Experience Operational Excellence Premier Marketing Capability 66 asos#672021 asos © » Our Premier franchise underpins our UK position £9.95/year 1.8M 2020 UK Premier Customers1 2020 2021 59% UK % of sales3 2021 5X Non-Premier Premier Relative Avg. Order Frequency2 1.9X Non-Premier Premier Relative Avg. 12-month order profit4 1ASOS internal calculation of number of UK premier customers 2ASOS internal calculation of mix of UK sales from premier customers 3ASOS internal calculation of relative average order frequency 4ASOS internal calculation of relative average 12 month order profit 67 asos#68© 2021 asos Premier is a key element of our customer proposition Why Premier? Drives customer loyalty Increases market share Next Day Delivery overcomes a built-in compromise of buying online No equivalent destination for fashion- loving 20-somethings HH Y#692021 asos We're building a Premier subscriber base as a sustaining flywheel as we've done in the UK Expanding Premier Locally-optimised Exclusive pricing in 10 promotions markets Free unlimited Next Day Delivery since 1 September 2021 for $19.00/year* *Minimum order value $50.00 Exclusive access 25% off everything tomorrow for Premier peeps. BET THEMISE HEART N Enhanced services Increased marketing First Premier Party ever run last month 69 asos#70© 2021 asos Agenda Robert Birge - CGO Our Platform and Capabilities Enabling our Success Our Platform Development Optimising the Customer Experience Operational Excellence Premier Marketing Capability 70 asos#71© 2021 asos Building capabilities to support increased marketing investment Marketing expense % of sales 3.7% FY20 5.1% FY21 Foundations 6.1% FY22 *Based on externally reported numbers for FY20 and FY21, with FY22 c/s% based on FY22 budget Mid term Expand full funnel model 71#72Experiment-driven marketing investment Capability enhancements enabling increased investment 1840 FY21 Media experiments 16 Media *Based on internal ASOS data 160 Tests Performance marketing FY21 Indexed to FY19 1.8 Investment 1.1 ROAS 72 asos