Fashion retailer ASOS partners with AI-driven platform TrusTrace to improve real-time visibility down to farm level, aiming to boost transparency, resilience, and ESG compliance across its supply network amid rising industry regulatory and sustainability pressures.
ASOS has embarked on a significant technological upgrade to bolster transparency, resilience, and compliance across its supply chain, partnering with the AI-powered platform TrusTrace. This strategic move aims to provide the fashion retailer with real-time visibility extending down to Tier 5 suppliers, essentially reaching the farm level where raw materials are sourced.
The adoption of TrusTrace’s advanced traceability and compliance system is designed to streamline critical supply chain functions, including risk management, regulatory adherence, and sustainability impact assessment. ASOS will leverage the platform’s comprehensive capabilities—such as supply chain mapping that visualises the entire network from Tier 1 to Tier 5, product-level traceability to verify material data throughout the production journey, consolidated compliance documentation to navigate evolving global standards, and configurable analytics for enhanced supplier collaboration and environmental, social, and governance (ESG) reporting.
Elena Martínez Ortiz, ASOS’s Executive Vice President of Product, highlighted that the technology enables the brand to elevate its product traceability. This improvement is aimed at meeting compliance requirements while proactively identifying and mitigating risks, and ultimately reinforcing supply chain resilience through collaborative supplier improvements.
This initiative comes at a time when the fashion industry faces mounting pressures from shifting trade and tariff regulations, alongside increasing demands for labour transparency and emissions reductions. In this context, ASOS’s partnership with TrusTrace offers a strategic advantage, ensuring timely access to reliable data that supports proactive decision-making and due diligence.
This isn’t ASOS’s first strategic technology integration aimed at supply chain optimisation. Earlier in the year, the company began integrating the Celonis Process Intelligence platform, designed to connect its inbound supply chain, logistics, outbound delivery, and returns processes. By providing a holistic, real-time view of operations, Celonis equips ASOS with actionable metrics to streamline order fulfilment and improve efficiency across order and warehouse management workflows. Industry sources note that ASOS is also considering extending Celonis’s application beyond supply chain functions to other business areas.
TrusTrace’s role complements these efforts, especially through its sophisticated supply chain mapping module that collects and classifies data directly from suppliers, enabling brands to uncover hidden risks in complex, multi-tiered supplier networks and monitor these continuously. This level of granularity offers ASOS a robust framework for managing supplier relationships and sustaining compliance in a dynamic global environment.
The dual focus on real-time operational visibility and traceability signals ASOS’s commitment to embedding transparency and sustainability deeply within its supply chain processes. It reflects a broader industry trend where retailers increasingly deploy digital tools not only to improve efficiency but also to meet consumer and regulatory expectations around ethical sourcing and environmental stewardship.
ASOS’s technology-driven approach seeks not only to safeguard its supply chain against disruptions but also to enhance its capacity for meeting stringent ESG goals, reinforcing a resilient and responsible fashion supply network in a complex global market.
Source: Noah Wire Services
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