Company Plans To Launch Chinese-Language Site At End Of October
ASOS will have to duke it out with dozens of local and international competitors in China
As Jing Daily wrote this past October, fast-growing British online fashion retailer ASOS has long had its eyes on the China market, with chief executive Nick Robertson saying way back in June 2011 that his entrance to the country ”is not a question of if but when.” However, details are finally starting to emerge about the Chinese-language ASOS launch, which — along with a Russian site — puts the site on target to have five major international markets by 2015. By that point, the company hopes to hit total sales of £1 billion (US$1.6 billion).
While firmly situated in the fast-fashion segment, rather than the luxury niche currently being explored in China by Neiman Marcus and many others, the move indicates that ASOS is confident in placing a bet on the young twenty-something Chinese consumer.
As CEO Robertson told FashionMag this week of the China expansion: