Latest / Omni Talk Retail / ASOS Exec Reveals How Flexible Fulfillment Is Changing Fashion Retail | RTS 2026

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ASOS Exec Reveals How Flexible Fulfillment Is Changing Fashion Retail | RTS 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  Welcome
• 0:01
  back.
• 0:01
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:03
  Walton
• 0:03
  and
• 0:03
  I'm
• 0:03
  coming
• 0:03
  to
• 0:03
  you
• 0:04
  live
• 0:04
  from
• 0:04
  the
• 0:04
  Retail
• 0:05
  Technology
• 0:05
  show
• 0:06
  in
• 0:06
  London
• 0:06
  from
• 0:07
  the
• 0:07
  Vusion
• 0:07
  podcast
• 0:08
  studio.
• 0:08
  And
• 0:09
  joining
• 0:09
  me
• 0:09
  now
• 0:10
  is
• 0:10
  Shazmeen
• 0:11
  Malik.
• 0:11
  She
• 0:12
  is
• 0:12
  the
• 0:12
  brand's
• 0:12
  director
• 0:13
  of
• 0:13
  global
• 0:13
  buying,
• 0:14
  merchandising
• 0:14
  and
• 0:14
  flexible.
• 0:16
  Whoa.
• 0:16
  Flexible
• 0:17
  fulfillment.
• 0:17
  Wow,
• 0:18
  that's
• 0:18
  hard
• 0:18
  to
• 0:18
  say.
• 0:19
  Yes,
• 0:19
  it
• 0:19
  is.
• 0:19
  We
• 0:20
  were
• 0:20
  joking
• 0:20
  about
• 0:20
  her
• 0:20
  title
• 0:21
  before
• 0:21
  we
• 0:21
  started,
• 0:21
  but
• 0:21
  flexible
• 0:22
  fulfillment
• 0:22
  is
• 0:22
  what
• 0:23
  I
• 0:23
  was
• 0:23
  trying
• 0:23
  to
• 0:23
  say
• 0:23
  at
• 0:24
  asos.
• 0:24
  Shazmeen,
• 0:25
  welcome
• 0:25
  to
• 0:25
  omnitalk.
• 0:26
  Thanks
• 0:26
  for
• 0:26
  joining
• 0:26
  us.
• 0:27
  Thank
• 0:27
  you
• 0:27
  for
• 0:27
  having
• 0:27
  me.
• 0:27
  Happy
• 0:28
  to
• 0:28
  be
• 0:28
  here.
• 0:28
  Yeah.
• 0:28
  Tell
• 0:28
  us
• 0:29
  about
• 0:29
  your
• 0:29
  background
• 0:30
  and
• 0:30
  also
• 0:30
  that
• 0:30
  role
• 0:30
  because
• 0:31
  that's
• 0:31
  a
• 0:31
  very
• 0:31
  interesting.
• 0:32
  Very,
• 0:33
  very
• 0:33
  diverse
• 0:33
  responsibilities.
• 0:34
  Yeah,
• 0:35
  it's
• 0:35
  a
• 0:35
  cool
• 0:35
  role,
• 0:35
  actually.
• 0:35
  It's
• 0:36
  hard
• 0:36
  to
• 0:36
  say.
• 0:36
  It
• 0:36
  is
• 0:37
  hard
• 0:37
  to
• 0:37
  say.
• 0:37
  It
• 0:37
  is.
• 0:38
  It's
• 0:38
  hard
• 0:38
  to
• 0:38
  do
• 0:38
  as
• 0:38
  well,
• 0:39
  I
• 0:39
  bet.
• 0:40
  So
• 0:40
  I've
• 0:40
  been
• 0:41
  at
• 0:41
  ASOS
• 0:41
  about
• 0:41
  two
• 0:42
  years,
• 0:42
  so
• 0:42
  I
• 0:43
  lead
• 0:43
  our
• 0:43
  partner
• 0:44
  brands
• 0:44
  business.
• 0:44
  Okay.
• 0:45
  And
• 0:45
  I
• 0:45
  also
• 0:46
  lead
• 0:46
  our
• 0:46
  flexible
• 0:46
  fulfillment
• 0:47
  business,
• 0:47
  which
• 0:48
  consists
• 0:48
  of
• 0:48
  our
• 0:48
  partner
• 0:49
  fulfills
• 0:49
  model
• 0:49
  and
• 0:50
  our
• 0:50
  AFS
• 0:50
  model.
• 0:51
  So
• 0:51
  essentially
• 0:51
  my
• 0:52
  role
• 0:52
  is
• 0:52
  to
• 0:53
  curate
• 0:53
  and
• 0:54
  manage
• 0:54
  our
• 0:54
  brand
• 0:54
  portfolio
• 0:55
  and
• 0:56
  get
• 0:56
  them
• 0:56
  to
• 0:56
  our
• 0:56
  customer
• 0:57
  in
• 0:57
  the
• 0:57
  most
• 0:57
  effective
• 0:58
  and
• 0:58
  optimized
• 0:58
  way
• 0:59
  possible
• 0:59
  using
• 0:59
  all
• 1:00
  of
• 1:00
  the
• 1:00
  fulfillment
• 1:01
  channels
• 1:01
  that
• 1:01
  we
• 1:01
  have.
• 1:01
  Got
• 1:02
  it.
• 1:02
  And
• 1:02
  there's
• 1:02
  a
• 1:02
  lot
• 1:02
  of
• 1:02
  nuance
• 1:03
  in
• 1:03
  that.
• 1:03
  I
• 1:03
  imag,
• 1:04
  which
• 1:04
  we're
• 1:04
  going
• 1:04
  to
• 1:04
  probably
• 1:04
  get
• 1:05
  to
• 1:05
  as
• 1:05
  well.
• 1:05
  So
• 1:05
  why'd
• 1:06
  you
• 1:06
  make
• 1:06
  the
• 1:06
  move?
• 1:06
  So
• 1:06
  you've
• 1:07
  got
• 1:07
  a
• 1:07
  background,
• 1:07
  you're
• 1:07
  at
• 1:07
  Primark,
• 1:08
  Gap.
• 1:09
  I
• 1:09
  was
• 1:09
  at
• 1:09
  Gap
• 1:10
  2
• 1:10
  back
• 1:10
  in
• 1:10
  the
• 1:10
  early
• 1:10
  90s.
• 1:11
  American
• 1:11
  Eagle.
• 1:12
  What
• 1:12
  made
• 1:12
  you
• 1:12
  make
• 1:12
  the
• 1:13
  move
• 1:13
  to
• 1:13
  say,
• 1:13
  you
• 1:13
  know,
• 1:13
  asus?
• 1:14
  Let's
• 1:14
  go
• 1:14
  there?
• 1:14
  Yeah.
• 1:15
  Well,
• 1:15
  I
• 1:15
  started
• 1:15
  my
• 1:15
  career
• 1:16
  here
• 1:16
  in
• 1:16
  the
• 1:16
  UK
• 1:16
  at
• 1:16
  Primark,
• 1:17
  like
• 1:17
  you
• 1:17
  mentioned,
• 1:17
  and
• 1:17
  then
• 1:18
  I
• 1:18
  spent
• 1:19
  about
• 1:19
  15
• 1:19
  years
• 1:20
  in
• 1:20
  New
• 1:20
  York
• 1:21
  City,
• 1:21
  Big
• 1:21
  Apple,
• 1:22
  where
• 1:22
  I
• 1:22
  worked
• 1:23
  at
• 1:23
  the
• 1:23
  Gap,
• 1:23
  American
• 1:24
  Eagle,
• 1:24
  Macy's,
• 1:25
  which
• 1:25
  is
• 1:25
  the
• 1:25
  first
• 1:25
  time
• 1:25
  I
• 1:25
  started
• 1:26
  working
• 1:26
  in
• 1:26
  a
• 1:26
  multi
• 1:26
  brand
• 1:27
  ecosystem,
• 1:28
  which
• 1:28
  was
• 1:28
  really,
• 1:29
  really
• 1:29
  exciting.
• 1:29
  And
• 1:29
  then,
• 1:29
  you
• 1:30
  know,
• 1:30
  I
• 1:30
  just
• 1:30
  missed
• 1:30
  the
• 1:30
  British
• 1:31
  weather.
• 1:31
  Guess
• 1:31
  I
• 1:31
  had
• 1:31
  to
• 1:32
  come
• 1:32
  home.
• 1:34
  It's
• 1:34
  actually
• 1:34
  really
• 1:34
  nice
• 1:35
  here,
• 1:35
  right?
• 1:35
  Gorgeous.
• 1:36
  Yeah,
• 1:36
  it's.
• 1:36
  Yeah.
• 1:36
  You
• 1:37
  can't
• 1:37
  really
• 1:37
  joke
• 1:37
  about
• 1:38
  the
• 1:38
  weather
• 1:38
  at
• 1:38
  the
• 1:38
  moment.
• 1:39
  No.
• 1:39
  But
• 1:40
  seriously,
• 1:40
  the
• 1:40
  British
• 1:41
  fashion
• 1:41
  is
• 1:41
  so
• 1:42
  exciting
• 1:42
  and
• 1:42
  I
• 1:42
  think
• 1:42
  ASOS
• 1:43
  has
• 1:43
  so
• 1:44
  much
• 1:44
  credibility
• 1:44
  in
• 1:44
  fashion.
• 1:45
  We
• 1:45
  have
• 1:45
  a
• 1:45
  highly
• 1:46
  engaged
• 1:46
  young
• 1:47
  customer,
• 1:48
  very
• 1:48
  wide
• 1:49
  range
• 1:49
  of
• 1:49
  customers
• 1:49
  as
• 1:49
  well.
• 1:50
  It's
• 1:50
  a
• 1:50
  global
• 1:50
  platform,
• 1:51
  so
• 1:51
  it
• 1:51
  was
• 1:51
  just
• 1:51
  such
• 1:52
  an
• 1:52
  exciting
• 1:52
  role
• 1:52
  and
• 1:52
  I'm
• 1:53
  glad
• 1:53
  I
• 1:53
  did
• 1:53
  it.
• 1:53
  It's
• 1:53
  been
• 1:53
  really,
• 1:54
  really
• 1:54
  fun.
• 1:54
  Did
• 1:54
  anything
• 1:55
  surprise
• 1:55
  you
• 1:55
  as
• 1:56
  you
• 1:56
  took
• 1:56
  over?
• 1:57
  Nothing
• 1:57
  really
• 1:57
  surprises
• 1:58
  me
• 1:58
  anymore
• 1:58
  after
• 1:59
  20
• 1:59
  years
• 1:59
  working
• 2:00
  in
• 2:00
  retail.
• 2:00
  But
• 2:01
  there's
• 2:02
  some
• 2:02
  things
• 2:02
  that
• 2:02
  have
• 2:02
  excited
• 2:02
  me.
• 2:03
  So
• 2:04
  I
• 2:04
  think
• 2:04
  looking
• 2:04
  at
• 2:04
  our
• 2:04
  brand
• 2:05
  portfolio,
• 2:05
  the
• 2:05
  influence
• 2:06
  we
• 2:06
  have
• 2:07
  in
• 2:07
  the
• 2:07
  branded
• 2:08
  space
• 2:08
  is
• 2:08
  super,
• 2:08
  super
• 2:09
  exciting.
• 2:10
  We've
• 2:10
  got
• 2:10
  about
• 2:10
  50
• 2:11
  brands
• 2:11
  that
• 2:12
  we
• 2:12
  do
• 2:12
  either
• 2:12
  exclusive
• 2:13
  partnerships
• 2:13
  with
• 2:13
  exclusive
• 2:14
  product.
• 2:14
  That's
• 2:14
  really
• 2:15
  exciting
• 2:15
  to
• 2:16
  do
• 2:16
  that
• 2:16
  kind
• 2:16
  of
• 2:16
  stuff.
• 2:17
  And
• 2:17
  then
• 2:17
  we've
• 2:17
  completely
• 2:18
  transformed
• 2:19
  our
• 2:19
  brand
• 2:19
  portfolio.
• 2:20
  About
• 2:20
  20%
• 2:20
  of
• 2:21
  the
• 2:21
  brands
• 2:21
  that
• 2:21
  are
• 2:21
  live
• 2:22
  today
• 2:22
  on
• 2:22
  ASOS
• 2:22
  were
• 2:23
  acquired
• 2:24
  in
• 2:24
  the
• 2:24
  last
• 2:24
  18
• 2:25
  months.
• 2:25
  So
• 2:26
  we've
• 2:26
  done
• 2:26
  a
• 2:26
  really,
• 2:26
  really
• 2:27
  good
• 2:27
  job
• 2:27
  of
• 2:27
  just
• 2:27
  diversifying
• 2:28
  our
• 2:28
  portfolio
• 2:29
  while
• 2:29
  at
• 2:29
  the
• 2:29
  same
• 2:29
  time
• 2:30
  strengthening
• 2:30
  our
• 2:30
  existing
• 2:31
  partnership.
• 2:31
  So
• 2:32
  it's
• 2:32
  been
• 2:32
  exciting.
• 2:33
  Yeah,
• 2:33
  I'm
• 2:33
  so
• 2:33
  curious,
• 2:33
  like,
• 2:34
  because,
• 2:34
  you
• 2:34
  know,
• 2:34
  when
• 2:34
  we
• 2:35
  talked
• 2:35
  about
• 2:35
  your
• 2:35
  background,
• 2:35
  I
• 2:35
  mean,
• 2:36
  most
• 2:36
  of
• 2:36
  those
• 2:36
  are
• 2:36
  just,
• 2:36
  you
• 2:37
  know,
• 2:37
  single
• 2:37
  branded
• 2:38
  retailers.
• 2:38
  You
• 2:38
  know,
• 2:38
  that's
• 2:39
  particularly
• 2:39
  your
• 2:39
  experience.
• 2:39
  And
• 2:39
  now
• 2:40
  you're
• 2:40
  going
• 2:40
  to
• 2:40
  a
• 2:40
  multi
• 2:40
  branded
• 2:41
  retailer.
• 2:42
  What
• 2:42
  unique
• 2:42
  challenges
• 2:43
  does
• 2:43
  running
• 2:43
  a
• 2:43
  multi
• 2:43
  brand
• 2:43
  retailer
• 2:44
  present
• 2:45
  versus
• 2:45
  say,
• 2:45
  the
• 2:45
  single
• 2:46
  brand?
• 2:46
  Yeah,
• 2:46
  yeah,
• 2:46
  it's
• 2:47
  a
• 2:47
  great
• 2:47
  question.
• 2:47
  It's
• 2:47
  very
• 2:48
  different.
• 2:48
  So
• 2:49
  yeah,
• 2:49
  most
• 2:49
  of
• 2:49
  my
• 2:49
  career
• 2:50
  was
• 2:50
  single
• 2:50
  brand
• 2:50
  and
• 2:51
  in
• 2:51
  a
• 2:51
  single
• 2:51
  brand
• 2:52
  you're
• 2:52
  optimizing
• 2:53
  one
• 2:53
  point
• 2:53
  of
• 2:54
  view
• 2:54
  and
• 2:54
  usually
• 2:55
  one
• 2:56
  kind
• 2:56
  of
• 2:56
  product
• 2:56
  aesthetic.
• 2:57
  Okay,
• 2:58
  yeah,
• 2:58
  right,
• 2:58
  that's
• 2:58
  a
• 2:58
  good
• 2:59
  point.
• 2:59
  Yeah.
• 2:59
  And
• 3:00
  Macy's
• 3:00
  was
• 3:00
  the
• 3:00
  first
• 3:01
  time
• 3:01
  I
• 3:01
  worked
• 3:01
  in
• 3:01
  a
• 3:01
  multi
• 3:01
  brand
• 3:02
  environment.
• 3:02
  But
• 3:02
  ASOS
• 3:03
  is
• 3:03
  quite
• 3:03
  different
• 3:03
  actually
• 3:03
  because
• 3:04
  we're
• 3:04
  Global,
• 3:05
  we've
• 3:05
  got
• 3:06
  18
• 3:06
  million
• 3:06
  active
• 3:06
  customers
• 3:07
  and
• 3:07
  we
• 3:07
  ship
• 3:07
  to
• 3:07
  200
• 3:08
  markets.
• 3:08
  So
• 3:09
  you're
• 3:09
  managing
• 3:10
  a
• 3:10
  multi
• 3:10
  brand,
• 3:12
  multi
• 3:12
  channel,
• 3:13
  global
• 3:14
  ecosystem.
• 3:14
  So
• 3:15
  it's
• 3:15
  a
• 3:15
  very
• 3:15
  different
• 3:16
  model.
• 3:16
  And
• 3:16
  really
• 3:16
  the
• 3:16
  key
• 3:17
  there
• 3:17
  is
• 3:18
  finding
• 3:18
  ways
• 3:19
  to
• 3:19
  stay
• 3:20
  true
• 3:20
  to
• 3:20
  asos
• 3:21
  and
• 3:21
  who
• 3:21
  are
• 3:21
  what
• 3:22
  our
• 3:22
  DNA
• 3:22
  is
• 3:22
  and
• 3:22
  being
• 3:23
  really
• 3:23
  authentic
• 3:23
  to
• 3:23
  that.
• 3:24
  But
• 3:24
  at
• 3:24
  the
• 3:24
  same
• 3:24
  time
• 3:25
  working
• 3:25
  with
• 3:25
  external
• 3:26
  partners
• 3:27
  and
• 3:27
  brands,
• 3:28
  being
• 3:28
  true
• 3:29
  to
• 3:29
  their
• 3:29
  authority
• 3:29
  and
• 3:29
  identity
• 3:30
  and
• 3:30
  showing
• 3:30
  that
• 3:31
  in
• 3:31
  a
• 3:31
  way
• 3:31
  that's
• 3:31
  really
• 3:31
  unique
• 3:32
  to
• 3:32
  asos.
• 3:32
  And
• 3:32
  that's
• 3:32
  really
• 3:32
  the
• 3:33
  fun
• 3:33
  part.
• 3:34
  Right,
• 3:34
  so
• 3:34
  let's
• 3:35
  go
• 3:35
  back
• 3:35
  then
• 3:35
  to
• 3:35
  the
• 3:35
  flexible
• 3:36
  fulfillment
• 3:37
  aspect
• 3:37
  of
• 3:37
  the
• 3:37
  job.
• 3:38
  So
• 3:38
  the
• 3:39
  interesting
• 3:39
  thing
• 3:39
  about
• 3:39
  it
• 3:39
  you
• 3:39
  kind
• 3:40
  of
• 3:40
  touched
• 3:40
  on
• 3:40
  a
• 3:40
  little
• 3:40
  bit
• 3:41
  in
• 3:41
  the
• 3:41
  early
• 3:41
  part
• 3:41
  of
• 3:42
  this
• 3:42
  interview.
• 3:42
  But
• 3:42
  you
• 3:43
  know,
• 3:43
  you
• 3:43
  guys,
• 3:44
  you
• 3:44
  all
• 3:44
  have
• 3:44
  two
• 3:45
  different
• 3:45
  fulfillment
• 3:46
  models.
• 3:46
  Can
• 3:46
  you
• 3:46
  talk
• 3:47
  about
• 3:47
  what
• 3:47
  those
• 3:47
  models
• 3:47
  are?
• 3:48
  Yeah,
• 3:48
  we
• 3:48
  actually
• 3:48
  have
• 3:49
  three
• 3:49
  in
• 3:49
  total.
• 3:49
  If
• 3:49
  you
• 3:49
  include
• 3:50
  wholesale
• 3:50
  too.
• 3:50
  Yeah,
• 3:51
  yeah,
• 3:51
  right.
• 3:51
  So
• 3:51
  wholesale
• 3:52
  is
• 3:52
  our
• 3:52
  traditional
• 3:52
  buying
• 3:53
  model.
• 3:54
  You
• 3:55
  know,
• 3:55
  most
• 3:55
  retailers
• 3:55
  operated
• 3:56
  in
• 3:56
  100%,
• 3:56
  you
• 3:56
  know,
• 3:56
  a
• 3:57
  few
• 3:57
  years
• 3:57
  ago
• 3:57
  and
• 3:57
  now
• 3:57
  it's
• 3:57
  really
• 3:58
  evolved.
• 3:59
  And
• 3:59
  today
• 3:59
  about
• 4:00
  20%
• 4:00
  of
• 4:00
  our
• 4:01
  third
• 4:01
  party
• 4:01
  brand
• 4:01
  sales
• 4:02
  come
• 4:02
  from
• 4:02
  our
• 4:02
  flexible
• 4:02
  fulfillment
• 4:03
  channels.
• 4:03
  So
• 4:04
  it's
• 4:04
  a
• 4:04
  new
• 4:04
  part
• 4:04
  of
• 4:05
  the
• 4:05
  business.
• 4:05
  We've
• 4:05
  been
• 4:05
  scaling,
• 4:06
  scaling
• 4:07
  thoughtfully,
• 4:08
  but
• 4:08
  actually
• 4:08
  it's
• 4:08
  actually
• 4:09
  transpired
• 4:09
  to
• 4:09
  be
• 4:09
  quite
• 4:10
  aggressive
• 4:10
  in
• 4:10
  terms
• 4:10
  of
• 4:11
  the
• 4:11
  numbers.
• 4:11
  And
• 4:11
  that's
• 4:11
  happened
• 4:12
  because
• 4:13
  of
• 4:13
  the
• 4:13
  benefits
• 4:14
  of
• 4:14
  the
• 4:14
  customer
• 4:14
  and
• 4:15
  our
• 4:15
  partners
• 4:15
  and
• 4:15
  just
• 4:15
  giving
• 4:16
  us
• 4:16
  more
• 4:16
  flexibility.
• 4:17
  So
• 4:17
  partner
• 4:17
  fulfills
• 4:18
  is
• 4:18
  the
• 4:18
  model
• 4:19
  where
• 4:19
  the
• 4:19
  brand
• 4:20
  owns
• 4:20
  a
• 4:20
  stock
• 4:21
  and
• 4:21
  they
• 4:21
  manage
• 4:21
  the
• 4:21
  delivery
• 4:22
  and
• 4:22
  returns
• 4:22
  proposition.
• 4:23
  So
• 4:23
  it
• 4:23
  works
• 4:24
  for
• 4:24
  partners
• 4:24
  that
• 4:24
  have
• 4:25
  good
• 4:25
  ecosystem
• 4:26
  in
• 4:26
  terms
• 4:26
  of
• 4:27
  logistics
• 4:27
  and
• 4:27
  are
• 4:27
  able
• 4:28
  to
• 4:28
  manage
• 4:28
  that.
• 4:29
  Then
• 4:29
  we
• 4:29
  have
• 4:29
  ASOS
• 4:30
  Fulfillment
• 4:30
  Services,
• 4:31
  which
• 4:31
  is
• 4:31
  a
• 4:32
  relatively
• 4:32
  new
• 4:32
  model.
• 4:33
  And
• 4:33
  that's
• 4:33
  where
• 4:33
  the
• 4:34
  brand
• 4:34
  owns
• 4:34
  the
• 4:34
  stock
• 4:35
  and
• 4:35
  the
• 4:35
  pricing,
• 4:36
  but
• 4:36
  we
• 4:36
  manage
• 4:37
  the
• 4:37
  fulfillment.
• 4:38
  So
• 4:38
  we
• 4:38
  own
• 4:38
  the
• 4:39
  customer
• 4:39
  experience
• 4:39
  in
• 4:40
  terms
• 4:40
  of
• 4:40
  delivery,
• 4:40
  returns
• 4:42
  and
• 4:42
  that
• 4:43
  whole
• 4:43
  kind
• 4:43
  of
• 4:43
  customer
• 4:44
  proposition.
• 4:44
  So
• 4:45
  that
• 4:45
  also
• 4:45
  works
• 4:45
  for
• 4:46
  different
• 4:46
  partners.
• 4:46
  So
• 4:47
  Inditex,
• 4:47
  for
• 4:47
  example,
• 4:48
  one
• 4:48
  of
• 4:48
  our
• 4:48
  biggest
• 4:48
  partners,
• 4:49
  moved
• 4:50
  to
• 4:50
  this
• 4:50
  model
• 4:50
  about
• 4:50
  a
• 4:50
  year
• 4:51
  ago.
• 4:51
  It's
• 4:51
  yielded
• 4:51
  really
• 4:51
  good
• 4:52
  results
• 4:52
  for
• 4:52
  them.
• 4:52
  But
• 4:53
  on
• 4:53
  the
• 4:53
  flip
• 4:53
  side,
• 4:53
  we
• 4:53
  also
• 4:54
  have
• 4:54
  small
• 4:54
  brands
• 4:55
  that
• 4:55
  want
• 4:55
  to
• 4:55
  tap
• 4:56
  into
• 4:56
  our,
• 4:56
  you
• 4:56
  know,
• 4:56
  best
• 4:57
  in
• 4:57
  class
• 4:57
  supply
• 4:57
  chain
• 4:58
  operations
• 4:59
  and
• 4:59
  use
• 4:59
  us
• 4:59
  as
• 5:00
  well.
• 5:00
  So
• 5:00
  it
• 5:00
  works
• 5:00
  both
• 5:00
  ways.
• 5:01
  And
• 5:01
  how
• 5:01
  do
• 5:01
  you
• 5:01
  as
• 5:01
  an
• 5:01
  executive
• 5:02
  sort
• 5:02
  through
• 5:02
  what
• 5:02
  the
• 5:03
  right
• 5:03
  model
• 5:03
  is
• 5:03
  for
• 5:04
  each
• 5:04
  of
• 5:04
  the
• 5:04
  partners?
• 5:04
  Like,
• 5:05
  how
• 5:05
  do
• 5:05
  you
• 5:05
  think
• 5:05
  through
• 5:05
  that?
• 5:05
  Because
• 5:06
  that
• 5:06
  last
• 5:06
  one's
• 5:06
  pretty
• 5:07
  unique
• 5:07
  in
• 5:07
  a
• 5:07
  lot
• 5:07
  of
• 5:07
  ways.
• 5:08
  Yeah,
• 5:08
  yeah.
• 5:10
  I
• 5:10
  think
• 5:11
  the
• 5:11
  first
• 5:11
  step
• 5:11
  is
• 5:12
  we
• 5:12
  look
• 5:12
  at
• 5:13
  our
• 5:13
  portfolio.
• 5:13
  Kind
• 5:13
  of
• 5:14
  agnostic
• 5:14
  of
• 5:15
  channel.
• 5:15
  Okay.
• 5:15
  So
• 5:16
  the
• 5:16
  first
• 5:16
  question
• 5:16
  is,
• 5:17
  is
• 5:17
  this
• 5:17
  brand,
• 5:17
  are
• 5:17
  these
• 5:18
  products
• 5:18
  relevant
• 5:18
  for
• 5:19
  our
• 5:19
  customers?
• 5:19
  Yeah.
• 5:20
  Do
• 5:20
  they
• 5:20
  tie
• 5:20
  back
• 5:20
  to
• 5:20
  what
• 5:21
  ESO
• 5:21
  stands
• 5:21
  for?
• 5:21
  That's
• 5:21
  the
• 5:22
  first
• 5:22
  question.
• 5:23
  Then
• 5:23
  we
• 5:23
  work
• 5:23
  with
• 5:24
  our
• 5:24
  partners
• 5:24
  to
• 5:25
  find
• 5:25
  the
• 5:25
  best
• 5:25
  route
• 5:26
  to
• 5:26
  market
• 5:26
  for
• 5:26
  them.
• 5:26
  So
• 5:27
  we
• 5:27
  look
• 5:27
  at
• 5:27
  their
• 5:27
  capabilities.
• 5:28
  What's
• 5:28
  going
• 5:28
  to
• 5:28
  help
• 5:29
  them
• 5:29
  really
• 5:29
  be
• 5:29
  effective,
• 5:29
  what's
• 5:30
  going
• 5:30
  to
• 5:30
  optimize
• 5:31
  our
• 5:31
  operations?
• 5:32
  Sometimes
• 5:33
  it's
• 5:33
  a
• 5:33
  hybrid.
• 5:33
  You
• 5:34
  know,
• 5:34
  a
• 5:34
  lot
• 5:34
  of
• 5:34
  our
• 5:34
  top
• 5:34
  strategic
• 5:35
  brands
• 5:35
  are
• 5:35
  actually
• 5:36
  on
• 5:36
  a
• 5:36
  wholesale
• 5:36
  plus
• 5:37
  a
• 5:37
  partner
• 5:37
  fulfills
• 5:37
  model
• 5:38
  that
• 5:38
  works
• 5:39
  really
• 5:39
  well
• 5:39
  because
• 5:39
  you
• 5:39
  can
• 5:40
  buy
• 5:40
  ahead
• 5:41
  of
• 5:41
  season
• 5:41
  in
• 5:41
  a
• 5:41
  wholesale
• 5:42
  model
• 5:42
  and
• 5:43
  then
• 5:43
  react
• 5:43
  in
• 5:43
  season
• 5:44
  or
• 5:44
  go
• 5:44
  wider
• 5:44
  in
• 5:44
  the
• 5:44
  assortment
• 5:45
  and
• 5:45
  test.
• 5:45
  It
• 5:46
  also
• 5:46
  gives
• 5:46
  us
• 5:46
  access
• 5:47
  to
• 5:47
  backfill
• 5:47
  something
• 5:48
  sold
• 5:48
  out
• 5:48
  in
• 5:48
  a
• 5:48
  size
• 5:49
  we've
• 5:49
  purchased
• 5:49
  stock
• 5:50
  in.
• 5:50
  We
• 5:50
  can
• 5:51
  tap
• 5:51
  into
• 5:51
  the
• 5:51
  brand
• 5:51
  stock
• 5:52
  and,
• 5:52
  you
• 5:52
  know,
• 5:53
  serve
• 5:53
  the
• 5:53
  customer
• 5:53
  better
• 5:53
  that
• 5:54
  way.
• 5:54
  So
• 5:54
  it
• 5:54
  really
• 5:55
  is
• 5:55
  a
• 5:55
  nuanced
• 5:55
  approach,.
• 5:55
  Partner
• 5:56
  by
• 5:56
  partner,
• 5:56
  partner
• 5:57
  by
• 5:57
  partner,
• 5:57
  based
• 5:57
  on
• 5:58
  what
• 5:58
  makes
• 5:58
  sense
• 5:58
  for
• 5:58
  them
• 5:58
  economically.
• 5:59
  Does
• 6:00
  it
• 6:00
  vary
• 6:00
  by
• 6:00
  country
• 6:00
  at
• 6:01
  all?
• 6:01
  Like,
• 6:01
  how
• 6:01
  do
• 6:01
  you
• 6:01
  think
• 6:01
  about
• 6:02
  that
• 6:02
  being
• 6:02
  such
• 6:02
  an
• 6:02
  international
• 6:03
  business?
• 6:03
  Another
• 6:04
  great
• 6:04
  question.
• 6:05
  Yeah,
• 6:05
  we're
• 6:06
  global,
• 6:06
  so
• 6:07
  there's
• 6:07
  a
• 6:07
  lot
• 6:08
  of
• 6:08
  benefits
• 6:08
  of
• 6:08
  flexible
• 6:08
  fulfillment
• 6:09
  in
• 6:09
  a
• 6:09
  global
• 6:09
  business.
• 6:11
  So
• 6:11
  we
• 6:11
  operate
• 6:11
  marketplaces
• 6:12
  in
• 6:12
  the
• 6:12
  UK
• 6:13
  and
• 6:13
  Europe,
• 6:13
  which
• 6:13
  are
• 6:13
  our
• 6:14
  core
• 6:14
  markets,
• 6:14
  but
• 6:14
  also
• 6:15
  the
• 6:15
  US
• 6:15
  we're
• 6:16
  starting
• 6:16
  to
• 6:16
  scale
• 6:17
  more
• 6:17
  aggressively
• 6:17
  in
• 6:18
  the
• 6:18
  US
• 6:18
  now.
• 6:18
  That's
• 6:18
  one
• 6:19
  of
• 6:19
  our
• 6:19
  faster
• 6:20
  growing
• 6:20
  Territories,
• 6:20
  actually.
• 6:21
  And
• 6:22
  really
• 6:22
  the
• 6:22
  benefits
• 6:22
  of
• 6:22
  flexible
• 6:23
  fulfillment
• 6:23
  here
• 6:23
  are
• 6:24
  it
• 6:24
  enables
• 6:24
  localization
• 6:26
  so
• 6:26
  we
• 6:26
  can
• 6:26
  be
• 6:26
  even
• 6:26
  more
• 6:27
  nuanced
• 6:27
  in
• 6:27
  our
• 6:27
  assortment
• 6:28
  in
• 6:28
  those
• 6:28
  regions
• 6:28
  using
• 6:29
  flexible
• 6:29
  fulfillment.
• 6:30
  So
• 6:30
  it
• 6:31
  could
• 6:31
  be
• 6:31
  localized
• 6:32
  brands
• 6:32
  that
• 6:32
  are
• 6:32
  more
• 6:32
  relevant,
• 6:33
  products
• 6:33
  that
• 6:33
  are
• 6:33
  more
• 6:33
  relevant
• 6:34
  for
• 6:34
  that
• 6:34
  region.
• 6:35
  It
• 6:35
  could
• 6:35
  be
• 6:35
  weather
• 6:36
  patterns,
• 6:36
  it
• 6:36
  could
• 6:36
  be
• 6:37
  cultural
• 6:37
  events.
• 6:38
  It
• 6:38
  just
• 6:38
  gives
• 6:39
  us
• 6:39
  more
• 6:39
  flexibility
• 6:39
  to
• 6:40
  serve
• 6:40
  the
• 6:40
  customer
• 6:40
  better.
• 6:41
  So
• 6:41
  it
• 6:41
  does
• 6:42
  what
• 6:42
  it
• 6:42
  says.
• 6:42
  The
• 6:42
  flexibility
• 6:43
  gives
• 6:43
  you
• 6:43
  flexibility
• 6:44
  to
• 6:44
  fulfill
• 6:45
  to
• 6:45
  the
• 6:45
  customers
• 6:46
  throughout
• 6:46
  the
• 6:46
  world,
• 6:46
  really,
• 6:46
  depending
• 6:47
  on
• 6:47
  what
• 6:47
  the
• 6:47
  locale
• 6:48
  is
• 6:48
  in
• 6:48
  which
• 6:48
  they
• 6:48
  want
• 6:49
  to
• 6:49
  interact
• 6:49
  with
• 6:49
  asos.
• 6:50
  Yeah,
• 6:50
  exactly.
• 6:50
  Right?
• 6:51
  Yeah.
• 6:51
  Makes
• 6:51
  sense.
• 6:51
  All
• 6:51
  right.
• 6:52
  It's
• 6:52
  easier
• 6:52
  said
• 6:52
  than
• 6:53
  done,
• 6:53
  as
• 6:53
  evidenced
• 6:54
  by,
• 6:54
  by
• 6:54
  my
• 6:55
  opening.
• 6:55
  All
• 6:55
  right,
• 6:55
  so
• 6:56
  finally,
• 6:56
  let's
• 6:56
  close
• 6:56
  with
• 6:56
  this.
• 6:58
  I've
• 6:58
  been
• 6:58
  asking
• 6:58
  this
• 6:58
  of
• 6:59
  everybody,
• 6:59
  so
• 6:59
  not
• 7:00
  gonna
• 7:00
  let
• 7:00
  you
• 7:00
  off
• 7:00
  the
• 7:00
  hook
• 7:00
  either.
• 7:01
  How
• 7:02
  and
• 7:02
  where
• 7:02
  do
• 7:02
  you
• 7:03
  anticipate
• 7:03
  AI
• 7:04
  changing
• 7:05
  the
• 7:05
  role
• 7:05
  of
• 7:06
  the
• 7:06
  buyers
• 7:06
  and
• 7:06
  the
• 7:07
  merchandisers
• 7:07
  within
• 7:08
  your
• 7:08
  organization?
• 7:08
  I
• 7:09
  think
• 7:09
  it's
• 7:09
  going
• 7:09
  to
• 7:09
  help
• 7:09
  our
• 7:10
  roles.
• 7:10
  I
• 7:10
  think
• 7:10
  it's
• 7:11
  going
• 7:11
  to
• 7:11
  help
• 7:11
  our
• 7:11
  roles.
• 7:12
  I
• 7:12
  think
• 7:13
  really
• 7:13
  it's
• 7:13
  going
• 7:13
  to
• 7:13
  change
• 7:14
  how
• 7:14
  much
• 7:14
  time
• 7:14
  we
• 7:14
  spend
• 7:15
  at
• 7:15
  each
• 7:15
  of
• 7:15
  the
• 7:16
  stages
• 7:16
  of
• 7:17
  the
• 7:17
  journey
• 7:17
  in
• 7:17
  buying
• 7:17
  and
• 7:17
  merchandising.
• 7:18
  It's
• 7:18
  going
• 7:18
  to
• 7:18
  help
• 7:18
  us
• 7:19
  get
• 7:19
  data
• 7:19
  more
• 7:20
  effectively,
• 7:20
  be
• 7:20
  able
• 7:21
  to
• 7:22
  be
• 7:22
  more
• 7:22
  effective
• 7:23
  in
• 7:23
  the
• 7:23
  decisions
• 7:24
  we're
• 7:24
  making
• 7:24
  and
• 7:24
  open
• 7:25
  up
• 7:25
  hopefully
• 7:25
  more
• 7:26
  time
• 7:26
  for
• 7:26
  creative
• 7:27
  thinking,
• 7:27
  strategic
• 7:28
  thinking.
• 7:29
  Fashion
• 7:29
  is
• 7:30
  deeply
• 7:30
  personal,
• 7:30
  so
• 7:31
  it
• 7:31
  requires
• 7:31
  a
• 7:31
  human
• 7:32
  touch.
• 7:32
  And
• 7:32
  I
• 7:33
  think
• 7:33
  using
• 7:33
  AI
• 7:34
  effectively
• 7:34
  will
• 7:35
  give
• 7:35
  us
• 7:35
  more
• 7:35
  time
• 7:35
  to
• 7:36
  focus
• 7:36
  on
• 7:36
  that.
• 7:36
  So
• 7:37
  your,
• 7:37
  your
• 7:37
  take
• 7:37
  on
• 7:37
  it
• 7:38
  is
• 7:38
  like,
• 7:38
  let's
• 7:38
  get,
• 7:38
  let's
• 7:39
  get
• 7:39
  back
• 7:39
  to
• 7:39
  the
• 7:39
  art
• 7:39
  of
• 7:39
  the
• 7:40
  merchant.
• 7:40
  Give
• 7:40
  the,
• 7:40
  the,
• 7:40
  the
• 7:41
  merchant
• 7:41
  that,
• 7:41
  the
• 7:41
  true
• 7:42
  artist
• 7:42
  the
• 7:42
  time
• 7:42
  back
• 7:43
  in
• 7:43
  their
• 7:43
  job
• 7:43
  so
• 7:43
  they
• 7:43
  don't
• 7:44
  have
• 7:44
  to
• 7:44
  do
• 7:44
  the
• 7:44
  day
• 7:44
  to
• 7:45
  day
• 7:45
  mundane
• 7:45
  things
• 7:45
  that
• 7:46
  they
• 7:46
  don't
• 7:46
  really
• 7:47
  want
• 7:47
  to
• 7:47
  do.
• 7:47
  Yeah.
• 7:48
  And
• 7:48
  also
• 7:48
  just
• 7:48
  to
• 7:49
  be
• 7:49
  more
• 7:49
  effective
• 7:49
  in
• 7:50
  everything
• 7:50
  we
• 7:50
  do.
• 7:50
  Right.
• 7:51
  Those
• 7:51
  are,
• 7:51
  that's
• 7:52
  what
• 7:52
  I
• 7:52
  think
• 7:52
  AI
• 7:52
  is,
• 7:52
  is
• 7:53
  best
• 7:53
  useful
• 7:53
  for
• 7:54
  the
• 7:54
  customer.
• 7:54
  It's
• 7:54
  a
• 7:54
  different
• 7:54
  proposition.
• 7:55
  Right.
• 7:55
  Because
• 7:56
  it's
• 7:56
  really
• 7:56
  about
• 7:56
  improving
• 7:57
  the
• 7:57
  customer
• 7:57
  experience
• 7:58
  for
• 7:58
  us.
• 7:58
  Using
• 7:58
  AI
• 7:59
  to
• 7:59
  make
• 7:59
  discovery
• 8:00
  more
• 8:00
  personal,
• 8:01
  to
• 8:01
  help
• 8:01
  build
• 8:02
  the
• 8:02
  outfits
• 8:02
  with
• 8:02
  the
• 8:02
  AI
• 8:03
  stylist?
• 8:03
  So
• 8:03
  I
• 8:03
  think
• 8:04
  it's
• 8:04
  different
• 8:04
  for
• 8:04
  the
• 8:04
  customer,
• 8:04
  but
• 8:05
  internally
• 8:05
  I
• 8:05
  think
• 8:05
  it's
• 8:06
  really
• 8:06
  about
• 8:06
  being
• 8:07
  more
• 8:07
  effective
• 8:07
  in
• 8:07
  how
• 8:07
  we
• 8:08
  operate.
• 8:08
  Yeah.
• 8:08
  Do
• 8:08
  you
• 8:08
  think
• 8:08
  you'd
• 8:09
  use
• 8:09
  it
• 8:09
  in
• 8:09
  the
• 8:09
  flexible
• 8:10
  fulfillment
• 8:10
  concept
• 8:11
  that
• 8:11
  we
• 8:11
  were
• 8:11
  talking
• 8:11
  about
• 8:11
  before
• 8:12
  too?
• 8:12
  Like
• 8:12
  helping
• 8:12
  you
• 8:12
  determine,
• 8:13
  like
• 8:13
  what
• 8:13
  should
• 8:13
  we
• 8:14
  take,
• 8:14
  you
• 8:14
  know,
• 8:14
  versus
• 8:15
  model?
• 8:15
  What
• 8:15
  should
• 8:15
  we
• 8:15
  take
• 8:16
  versus
• 8:16
  the
• 8:16
  second
• 8:16
  model?
• 8:17
  Potentially
• 8:17
  nothing's
• 8:17
  off
• 8:18
  the
• 8:18
  table.
• 8:18
  Yeah.
• 8:18
  Right.
• 8:18
  Okay.
• 8:19
  All
• 8:19
  right,
• 8:19
  awesome.
• 8:20
  Well,
• 8:20
  thank
• 8:20
  you
• 8:20
  so
• 8:20
  much
• 8:21
  for
• 8:21
  your
• 8:21
  time
• 8:21
  today.
• 8:21
  Thank
• 8:22
  you.
• 8:22
  You're
• 8:22
  on
• 8:22
  stage
• 8:22
  here
• 8:22
  in
• 8:23
  a
• 8:23
  few
• 8:23
  minutes,
• 8:23
  so
• 8:23
  I
• 8:23
  can't
• 8:23
  let
• 8:24
  this
• 8:24
  go
• 8:24
  too
• 8:24
  long,
• 8:25
  but
• 8:25
  appreciate
• 8:25
  your
• 8:26
  time.
• 8:26
  Shazmeen
• 8:27
  Malik,
• 8:27
  the
• 8:27
  brand's
• 8:28
  director
• 8:29
  and
• 8:29
  flex
• 8:30
  of
• 8:30
  Flexible.
• 8:31
  I'm
• 8:32
  just
• 8:32
  not
• 8:32
  even
• 8:32
  going
• 8:32
  to
• 8:32
  try
• 8:32
  it.
• 8:33
  You've
• 8:34
  got
• 8:34
  a
• 8:34
  tough
• 8:34
  title,
• 8:34
  but
• 8:34
  she's
• 8:35
  the
• 8:35
  brand's
• 8:35
  director,
• 8:35
  global
• 8:36
  buying
• 8:36
  and
• 8:36
  merchandising
• 8:36
  and
• 8:37
  flexible
• 8:37
  fulfillment
• 8:38
  at
• 8:38
  AS
• 8:38
  Us.
• 8:38
  Thanks
• 8:39
  so
• 8:39
  much
• 8:39
  for
• 8:39
  being
• 8:39
  with
• 8:40
  us.
• 8:40
  Thanks
• 8:40
  to
• 8:40
  Vusion
• 8:41
  and
• 8:41
  the
• 8:41
  Retail
• 8:41
  Technology
• 8:42
  show
• 8:42
  for
• 8:42
  partnering
• 8:43
  with
• 8:43
  us
• 8:44
  on
• 8:44
  our
• 8:44
  coverage
• 8:44
  here.
• 8:45
  And
• 8:45
  as
• 8:45
  always,
• 8:45
  be
• 8:46
  careful
• 8:46
  out
• 8:46
  there.