Summary

Calamonte described a decisive shift away from the high-volume, promotion-led model that defined much of online fashion's pandemic boom. Instead, Asos is rebuilding around a more disciplined approach focused on long-term, profitable growth. At the core of that strategy is a renewed focus on the customer: "We wanted really to build this growth around a very simple idea that is customer centricity, offering the most relevant product and the most inspirational shopping experience."

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