Asos share price crashes

<p>The fashion retailer saw shares fall by 30 per cent yesterday.</p>

Shares in fashion retailer Asos are up this morning (June 6th) as the company's stocks recovered from crashing hard yesterday on the back of the firm issuing a profit warning.

Asos stocks were down by 30 per cent yesterday after the profit warning was issued, which was the second time in the last three months that the company has taken such a measure.

Chief executive Nick Robertson admitted that the performance of the company has not been up to scratch in the last few months. He said its latest results were "not what we had hoped for".

The data for the three months to the end of May showed retail sales rose by 25 per cent year on year, with sales in the UK up by 43 per cent and international sales increased by 17 per cent.

Strong sales

Mr Robertson described these sales as "strong", but noted how sterling's position against other international currencies has hurt the profit margins of the company. The pound has risen by as much as ten per cent against some other currencies in the last 12 months.

The chief executive added: "Our accelerated investment in technology and infrastructure to support our £2.5 billion sales ambition is progressing and capex remains within guided levels. All customer metrics – active customers, new customers, order frequency and units per basket – are positive and we are totally focused on rolling out the Asos business model globally as the world's leading online fashion destination for 20-somethings."

However, Asos announced that its forecast on profit margins has been cut to 4.5 per cent from 6.5 per cent. This was on the back of a sales target of £1 billion for the current financial year.

Asos has become one of the world's most recognisable fashion retailers in the last few years, but investors responded negatively to the profit warning and stocks in the firm crashed yesterday. But by 08:31 BST this morning, they had bounced back around six per cent and these gains held up in the following hours.

Find up to date information on the FTSE 100 and spread betting strategies at City Index

Build your confidence risk free
Join our live webinars for the latest analysis and trading ideas. Register now

StoneX Financial Ltd (trading as “City Index”) is an execution-only service provider. This material, whether or not it states any opinions, is for general information purposes only and it does not take into account your personal circumstances or objectives. This material has been prepared using the thoughts and opinions of the author and these may change. However, City Index does not plan to provide further updates to any material once published and it is not under any obligation to keep this material up to date. This material is short term in nature and may only relate to facts and circumstances existing at a specific time or day. Nothing in this material is (or should be considered to be) financial, investment, legal, tax or other advice and no reliance should be placed on it.

No opinion given in this material constitutes a recommendation by City Index or the author that any particular investment, security, transaction or investment strategy is suitable for any specific person. The material has not been prepared in accordance with legal requirements designed to promote the independence of investment research. Although City Index is not specifically prevented from dealing before providing this material, City Index does not seek to take advantage of the material prior to its dissemination. This material is not intended for distribution to, or use by, any person in any country or jurisdiction where such distribution or use would be contrary to local law or regulation.

For further details see our full non-independent research disclaimer and quarterly summary.