High-performance product: Asos’ five bestsellers
Bright and colorful knitwear, evening dresses and, somewhat surprisingly, suits and formal wear sold best at Asos last year.
While for 2022, the etailer predicts the 1990s trend, double denim and cheerful, bright colorways will be big sellers.
Vanessa Spence, Commercial and Visual Design Director at Asos, says: “1990s trends are still hugely popular among 20-somethings who haven’t had the chance to experience flares and crop tops the last time around. .
“We’re also going to see 2022’s trends reborn, so expect low rise jeans, double denim and mini skirts to feature in plenty of editions. If you need some inspiration after experiencing lockdown in muted colors, opt for bright colors have been seen on all the recent catwalks, so they will be huge in 2022.”
Drapers takes a look at Asos’ most successful product.
1 Love is in the Air: Wedding Dresses and Evening Wear
Consumers bought 1.5 million wedding and bridesmaid dresses in 2021. The £140 Iris dress was the most popular, recording sales of 15,000. Sage green was the most chosen color for the bridesmaid dresses.
Despite the downturn in formal wear, Asos sold 100,000 men’s suits in the UK and sales of men’s formal shoes were up 80% year-on-year. In womenswear, Asos said it sold enough black trousers to fill Wembley Stadium 14.5 times, suggesting not everyone is working from home.
2 Great evenings: heels and evening dresses
Pent-up consumer demand for evenings returned in 2021 and Asos sold a pair of high heels every 13 seconds. Asos also revealed that it sold 100,000 evening dresses once coronavirus restrictions began to be lifted on April 12.
3 Spirit knitting: fun sweaters
Shoppers at Asos covered themselves in bright and bold knitwear, the retailer sold 7,000 of this cloud-print style, £38.
4 That 1990s Show: Baggy Pants and Flares
The 1990s was the dominant trend at Asos last year, and that’s set to continue through 2022. The retailer sold 70,000 pairs of men’s baggy jeans, while searches for backless tops soared 37 437% on Asos Marketplace, home to over 900 small businesses, including independent brands and vintage shops.
Asos womenswear customers bought 200,000 pairs of baggy and cargo jeans, but flared pants proved the most popular: 446,000 pairs were sold in 2021.
5 High School Graduation: Varsity Jackets
Asos sold 34,000 varsity jackets in Fall/Winter 21, and searches for the model increased 3,397% on Asos Marketplace. The retailer attributes this to Jackson Marchetti’s character on Netflix Sex education series.