Asos Results Presentation Deck

© 2023 asoS 02. Stronger order economics and lighter cost profile Profit optimisation measures have been taken to address unprofitable brands, geographies and customer behaviours From Oct 2022 From Nov 2022 From Mar 2023 Brand Target Country Customer All sources: ASOS internal operational records Example: ● ● Poland: ● Example ● Strategic partner with multiple brands Loss-making in FY22 Top 20 by sales Loss-making in FY22 • 6% customers Loss of c.£6 per order • Markdown focused, high returns, frequent orders ● ● ● Solution Removed promo on best performers Reduced markdown in red pen events Capped discount depth Standard delivery charge reduced / no free delivery Pricing changes Reduced markdown and marketing Disincentivise negative behaviours Personalise approach by cohort ● ● Outcome c.9m units sold in H1, +c.10% YoY Swing to positive contribution Swing to positive contribution Early stage 14 asos

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