What’s gone wrong at Asos – and can its identity crisis be fixed?

The Independent

Lean Left

Mixed Factuality

Individual: Evgeny Lebedev

What’s gone wrong at Asos – and can its identity crisis be fixed?

Business boomed for the fast-fashion giant during the pandemic, but now Asos is struggling with sluggish sales and a pile-up of old stock. Katie Rosseinsky asks if the brand’s current efforts to turn things around are enough to save the beloved online shopping platform