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Wannabe fashion booming.

Like-for-like sales at online fashion retailer Asos rose 83 per cent in the first quarter as more fashion-conscious shoppers turn to the internet.

Formerly called asSeenonScreen, Asos.com targets high street shoppers aged between 16 and 34 who want clothes similar to those worn by their favourite celebrities.

The London-based company, which has changed its year-end to March from December, yesterdayposted a pre-tax profit of pounds 396,712 in the 12 months to March 31 from a pounds 1.7 million loss in the 2002 calendar year.

Overall group sales jumped 84 per cent to pounds 7.5 million on the same period last year as more shoppers registered to use the web site to buy a frilly top in the style of pop diva Kylie Minogue or sheepskin boots as worn by model Kate Moss. Asos said it has around 340,000 registered users and send outs 1,000 to 1,500 orders per day.

Around 94 per cent of its sales come from the UK but it expects more overseas orders once the web site accepts payment in dollars and euros.

Research shows one in four retail purchases will be made online by 2009 against one in 24 last year, so Asos said it was upbeat about the year ahead. It is taking advantage of the upsurge in Internet shopping and is expanding its range into menswear and beauty products.

'With so much untapped potential in terms of both product offer and potential customer base, I am confident we can continue to generate significant growth,' chief executive Nick Robertson said.

CAPTION(S):

A dress as seen on screen worn by Girls Aloud
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Title Annotation:Business
Publication:The Birmingham Post (England)
Date:Jul 1, 2004
Words:274
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