ASOS Case Study

ASOS is a global fashion destination for 20-somethings. They sell cutting-edge fashion and offer a wide variety of fashion-related content, making ASOS.com the hub of a thriving fashion community.

They sell over 80,000 branded and own-brand products through localised mobile and web experiences, delivering to almost every country in the world.

MEET

Maier’s partnership with ASOS began several years ago and like many client relationships continues to evolve as the company goes from strength to strength. In that time our work has focussed on top team development across departments, from Executives to Senior Leaders. As an organisation which prides itself on ‘always turning left when others turn right’, our recent focus with the Executive Team has focussed on pushing the limits further and experimenting more as leaders to increase impact, challenge mindsets, and encourage innovation throughout the business.

CREATE

With the team keen to drive the leadership development agenda, each event was allocated two Executive sponsors responsible for inputting into the design, planning and facilitation of the event. The combination of Maier’s expertise alongside the skills and knowledge of the team has proven to be a dynamic partnership, ensuring the programme stays as relevant as possible to the needs of both team and business. The balance between theory and practice has also been important; consistently threading relevant theories into the framework of the sessions adding a richness and depth and embedding learning.

FACILITATE

Unlike more traditional ‘away days’ ASOS flipped this on its head with all events so far having taken place at ASOS locations, from HQ to distribution centres.

THE ADVANTAGES

INCREASED VISIBILITY ACROSS THE BUSINESS

Networking with teams and employees outside of the usual sphere.

A DIFFERENT LENS

Opportunity to observe different departments and offer fresh perspectives to one another, opening up to constructive challenge.

EMBEDDING THE LEARNING

Time to really question and observe current ways of working and experiment with new possibilities in real-time – making any outputs highly applicable to the day-to-day.

Plus, ABC neatly represents the ASOS values which have been tangible throughout this process – authentic, brave, and creative

EVALUATE – RESULTS SO FAR…

Innovative leadership
Increased understanding and confidence in role modelling the behaviours and skills that contribute towards an innovative leadership style
More experimentation
Motivation to experiment more as leaders, with clarity of what that means for ASOS and how it impacts on the success of the business
Increased integration
Opportunity for the team to root themselves even more tightly into aspects of the business and inform how departments could function, grow, and integrate even more effectively
Theory to practice
Consistently applying the theories learnt from the sessions and extending this to their own teams

“Maier have been brilliant at helping us get our Exec team even more aligned in delivering the Asos vision and ambition, company-wide. Through events which cover anything from how to get the most out of our meetings, to how we work together as one strong and dynamic Exec. Challenging, fun, honest – that about sums it up”.

Nick Beighton Chief Executive

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