Asos Results Presentation Deck

Optimising Customer Acquisition Customer acquisition & retention at the heart of driving sustainable growth Underlying customer momentum is improving → Stronger visits growth in second half: H1 +11%, H2 +16% Regaining traction with core younger demographic → Over half of new active customers in second half under 25 FRROWEDN Action already begun to improve Strategy built to engagement → Realigned product presentation → Increased velocity and improved content of customer conversations → Making promotional moments more relevant and exciting Experimenting with new influencers (including Madison Beer & Ovie) SEO rankings improved globally capturing immediate demand, drive loyalty and building long term awareness asos

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