How Asos is using YouTube for long-term brand building

The fast-fashion giant has admitted that its reliance on short-term, performance marketing hasn’t worked. Now, as it invests more in brand-building activity, YouTube has become the surprising channel of choice.  
Like many businesses, Asos has not been sheltered from the rough economic headwinds. In its most recent earnings update, it reported a £32m pre-tax loss and rocky sales growth. As part of the recovery plan, chief executive José Antonio Ramos Calamonte stated