According to equity researcher David Reynolds, the buy recommendation is in part based on the fact that ASOS increased its Share-of-Influence (SoI) of the online debate, when compared to benchmark companies Zara and H&M (SoI is one of many core metrics and indices produced by Onalytica that when trended traditionally acts as a leading indicator for market share, brand reputation and other corporate objectives).
Reynolds said “Their share of influence is growing, more so among the key influencers; in fashion, that's gold dust.”
The thorough (47 page) analysis which leads to the buy recommendation showcases the use of Onalytica InfluenceMonitor and provides a good overview of our methodology; we even got our logo on the front page!
The buy recommendation was initiated at a price of 1850.58 pence on the 7th of September with a price target on 2199 pence. Today, Sep 19th, the stock closed at 2076.88 after trading as high as 2250.18.
Pictures below show the front cover (cobranded Jefferies + Onalytica) and a page with some of the analyses from Onalytica InfluenceMonitor.