ASOS Sample Sale allows UK customers to buy a selection of recent Asos fashion at sample sale prices for a limited time only, with everything available for just £5, a spokesperson for Asos confirmed to Just Style.

Visitors to asossamplesale.com will be able to shop a selection of over 2,000 Womenswear and Menswear products from ASOS-owned brands like ASOS Design and ASOS Edition, all available for £5, representing a discount of up to 90% from the full price when sold on Asos.com

The move is in line with Asos’ P3 trading update where Asos said it is on track to deliver 20% year-on-year reduction in stockholding by the end of its current financial year, with inventory in P3 down by c.15% on FY22.

“This is part of our plan to right-size our stock portfolio, as announced in our full-year results last year, and gives us another route to clear stock in an effective and efficient way,” Just Style was told by the spokesperson.

In its half-year results, Asos booked an EBIT loss of £69.4m which included £128.2m relating to a previously announced stock write-off. In the three months to 31 May, Asos booked an 11% slide in reported sales to £858.9m.

While last week Asos announced the appointment of Anna Maria Rugarli as the company’s new non-executive director and chair of the ESG (Environmental, Social, and Governance) committee, Alice Price, associate apparel analyst at GlobalData, warns the launch of Asos Sample Sale could lead to some negative reaction as brands continue to be pressured to move away from the take-make-dispose model.

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By GlobalData

“This initiative is in line with Asos’ plan to reduce inventory levels by c.20% by the end of FY2023, after being met with high stock levels as consumer interest in the Asos product range has waned in recent years.

“The move to sell stock at just £5 raises questions surrounding sustainability and bears similarities to Pretty Little Thing’s Black Friday strategy in 2020, which saw clothing sold at up to 99% off, leading to widespread criticism surrounding its promotion of overconsumption.

“However, this move will at least prevent excess stock from ending up in landfill. This initiative will go some way to improving Asos’ inventory levels and enable them to hone in on their products and make their ranges more appealing to customers, having fallen out of favour in recent years.”

Yesterday (5 July) the the EU Commission announced proposed rules that will make fashion brands and retailers responsible for the full lifecycle of textile products and will require them to financially support the sustainable management of textile waste across the EU.