Data and transparency: Asos roadmap to sustainable growth

In a period of significant recalibration for the pure-play e-commerce sector, Asos is moving beyond its turnaround phase by implementing a ‘new commercial logic’ designed to decouple growth from heavy discounting. Speaking at the World Retail Congress in Berlin, José Antonio Ramos Calamonte, chief executive officer of Asos, detailed how the British fashion giant is leveraging AI-driven personalisation and a restructured loyalty proposition to secure long-term profitability.