Asos sales confirm we all want to be 'as seen on screen'

THE trend for dressing like celebrities shows no sign of abating after online fashion retailer Asos yesterday reported that sales had soared by 59 per cent in the fourth quarter after a record performance from its international arm.

The group - whose name stands for "As Seen On Screen" because it sells clothes that are similar to those worn by actors and actresses in films and television series - reported a 156 per cent surge in overseas sales to 43.7 million for the final three months of 2010, which helped offset a recent trend for slower growth in the UK.

Sales growth in the UK improved on the previous three months, at 23 per cent, up from 20 per cent, but was held back by delivery challenges caused by the pre-Christmas snow.

Aim-listed Asos had to bring forward UK delivery deadlines by three days due to the weather, which analysts at Numis Securities estimate could have cost the firm around 5m in lost sales. Shares closed up 133p at 1,683p.