Asos’ leapfrogging transformation strategy

Which ecommerce trends deserve investment? And which are simply hype? This panel of digital directors from across the fashion and retail industry explores the trends and technologies worth investing in, the opportunities for online growth and the strategies driving success in today’s turbulent market. From AI strategies – ignore or invest? – to the customer behaviours shaping digital decisions, from agentic to search and social, our panellists share what is working, what isn’t and where they believe brands and retailers should focus next. Part two of Drapers’ Inside Ecommerce series, in partnership with Commerce, this session also offers advice for the next generation of digital talent, from the skills that really matter to building a career in an industry undergoing rapid change. Panel: – Ian Smith, ecommerce and marketing director, Urban Outfitters – Raine Peake, ecommerce director, Crew Clothing – Stephen Langford, founder, Langford Digital Advisory, ex online and omnichannel director, Marks & Spencer  Host: – Graeme Moran, associate editor, Drapers

The first session in Drapers’ Inside Ecommerce series brings together up and coming digital leaders to discuss fresh perspectives on what’s next for fashion online, sharing their views on the trends and challenges shaping retail today – from agentic AI, paid media, search, social and beyond. In partnership with Commerce, it also explores evolving digital career paths and the shifting skillsets needed to succeed in today’s fast-changing ecommerce landscape. We are joined by Boden, the digital-led lifestyle brand that is on a successful turnaround mission. The business saw a 7.5% year on year rise in pre-tax profit to £37.2m for the year to December 2025, with 90% of sales now online. Active customers grew 9% in the period to 1.95 million, with over 600,000 new customers making purchases during the period, the highest number acquired in a single year. (Read our recent interview with Boden CEO Ben Dreyer here). Expect practical insights, honest reflections and actionable strategies from the people tackling fashion’s biggest digital challenges. Panel: – Jack Flood, senior paid media manager, Boden – Moe Dhanji, agentic director, Commerce Host: – Graeme Moran, associate editor, Drapers

Leaders from Wyse London, Percival and Reiss decode the tactics required to build a loyal following within distinct audiences online. 

Liam Shannon, head of marketing at Represent, shares the brand's journey through social commerce, including integrating TikTok Shop and livestreaming within its digital structure. 

Marketing and social media experts from Tala, FatFace and The Very Group discuss how they pair social media with marketing.

Moses Rashid, global marketing director at Topshop and Topman, reveals how the brand is harnessing social media to align brand storytelling and build a loyal community.

Adopting new tech has been crucial for Kurt Geiger to develop its customer experience. Gareth Rees-John, chief digital officer, reveals what this looks like at the footwear brand.

Antonia Hansen, group director of product, and Neil Bradford, director of AI activation at JD Sports, review how the business is harnessing AI.

Przemek Czarnecki, chief technology officer at Asos, unpicks what the etailer’s leapfrogging transformation strategy looks like.

Represent chief digital officer Stefan Lewis and chief operating officer Tom Robinson are joined by Shopify customer success manager Adam Finan, as the trio discuss how to balance AI alongside human resources.