ASOS brings full visibility to fashion supply chains
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In the apparel industry, where ethical sourcing and ESG compliance are no longer optional, traceability has become a business imperative. As regulations tighten and consumers demand transparency, brands are being pushed to map their supply chains not just to their tier-one suppliers, but to the start of the process, at the raw material origins at the farm level, also known as Tier 5.
ASOS, one of the UK’s leading online fashion retailers, has made a move in this direction. By partnering with supply chain traceability platform TrusTrace, ASOS aims to bring real-time, product-level visibility across its supplier network. This initiative is part of the company’s broader “Fashion with Integrity” strategy, which guides its efforts to embed responsibility into operations.
The partnership reflects a shift across fashion toward using digital traceability tools to reshape risk management, regulatory compliance and sustainability reporting in global supply chains.
ASOS’s partnership with TrusTrace signals a shift from visibility as a reporting tool to a risk and performance enabler
ASOS is deploying TrusTrace’s platform to support four major objectives: risk management, streamlined compliance, improved impact measurement and more responsive decision-making. This goes beyond traditional audits and annual ESG reporting.
At the core of the implementation is supply chain mapping. ASOS gains visibility into materials and components through multiple tiers of suppliers. From fabric mills and dye houses to spinning mills and farm-level sources, the platform offers detailed insight into where and how products are made.
The platform also enables product-level traceability. Materials can be verified for origin, compliance and sustainability metrics at the item level. ASOS gains access to analytics tools that generate real-time reports and centralize documentation, which is a critical capability as global ESG requirements continue to evolve.
Why full-spectrum traceability matters: from Tier 1 to Tier 5
Tracing to Tier 1, or the final manufacturer, is common practice in fashion. The deeper one goes, the more opaque the supply chain becomes. This is especially true for Tier 4 and Tier 5, which involve raw material inputs like cotton, wool or leather.
That opacity carries risk. Fashion brands have faced scrutiny over forced labor in cotton-producing regions, water misuse and environmental degradation tied to raw materials. Tier 5 traceability helps companies identify risks early, meet human rights and environmental standards and demonstrate ethical sourcing.
New regulation makes this level of visibility increasingly urgent. The European Union’s Corporate Sustainability Due Diligence Directive requires companies to monitor and manage risks throughout their supply chains, including upstream sources. Without visibility into Tier 5, companies may struggle to meet legal obligations.
Consumers are also more informed. A 2023 report from Fashion Revolution found that three in four shoppers are more likely to buy from brands that disclose their supply chain practices. Traceability now supports both compliance and customer loyalty.
Technology is enabling traceability, but implementation presents new challenges
Platforms like TrusTrace are making supply chain visibility more practical at scale, but implementation has limits.
Data standardization and verification are early hurdles. Collecting inputs from hundreds of suppliers across regions and formats requires digital infrastructure and trust. TrusTrace supports this through tools that manage data entry, validation and integration with existing enterprise systems.
Onboarding suppliers is another challenge. Some upstream suppliers may lack the technology or experience needed for digital reporting. Others may resist transparency. Successful implementation depends on building supplier relationships and providing support throughout the process.
Cost also plays a role. Traceability platforms require long-term investments in systems, training and change management. However, brands are weighing these costs against the risks of noncompliance, reputational damage and regulatory penalties.
For ASOS, the TrusTrace rollout extends its existing sustainability strategy. But it also positions the company to compete in a market where visibility is fast becoming a key requirement.
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