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.”

That means cutting through what he described as an “overwhelming” digital environment for shoppers, reducing noise, improving targeting and delivering more precise, timely experiences.

“Relevance is offering our consumer the right product at the right time, with the right price, at the right size, with the right delivery.”

Early signs suggest the strategy is gaining traction. Asos is seeing strong engagement with fewer discounts, including sell-out product drops at full price, reinforcing confidence that customers will respond to curation and inspiration over constant promotions.

He noted AI is emerging as a key enabler across the business, from operations to customer experience, highlighting its growing role in areas such as buying, customer service and engineering, while pointing to its longer-term potential to transform personalisation.

“We’re putting a lot of effort into improving the customer experience through virtual try-on, personalisation and ‘just for you’ features, continually introducing new tools to improve the customer experience. The goal is ultra-personalisation, so every time a customer visits Asos, it feels unique to them.”

He added AI is impacting return rates and improving fit and sizing decisions, helping address one of online fashion’s most persistent challenges.

Discounting, he said, will likely become a lesser priority over consistency and execution as the company looks to drive long-term engagement.

“There are no shortcuts. It takes time, commitment, excellence, persistence.”