Asos Investor Day Presentation Deck

1 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

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