Asos Investor Day Presentation Deck

2 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

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