Asos hinted at a bigger Black Friday this year after a 'disappointing' 2018 saw profits drop.
Restructuring costs, operational problems and a poor Black Friday offering took their toll last year and saw profits at the online fashion giant slump by more than two-thirds.
Yet Nick Beighton, chief executive insisted the year had been "pivotal" for the online business as it battled a tough retail climate.
He said the company had made substantial progress over the last year.
"Regrettably this was more disruptive than we originally anticipated," he said.
"However, having identified the root causes of our operational issues, we have made substantial progress over the last few months in resolving them.
"There remains lots of work to be done to get the business back on track."
Pre-tax profits tumbled 68% to £33miliion in the year to August, while revenues ticked up 13% to £2.7billion.
"The UK market has been more promotionally intense over the last year and our approach throughout the year has evolved to respond in a more agile and demand led way, whilst not losing sight of profitability," a market announcement said.
It said in the early part of the year, new customer acquisition and traffic were disappointing - reflecting poor trading over Black Friday, with the retailer admitting its offers "looked uncompetitive" over last year's sales period.
It said during this period, it experienced "a loss of focus on product and customer engagement".
However bosses insisted it's on track for transformation with trials of new 2-hour flash sales and discounted Next Day Delivery mechanics, which have so far "resonated well with our UK customers".
It comes just months after the retail giant announced a crack down on 'serial returners' - with plans to ban those who exploit the system.
In a clampdown on fraud, it said frequent returners might now be considered suspicious, and potentially refused a refund.
And if you're caught, you could have your access or account blocked, too.
What's next for Asos?
This year saw the launch of new concession Collusion which has received almost 2million searches online with over 150,000 items sold.
Activewear sales also surpassed expectations with the retailer promising "significant growth plans in place for next season".
A new Snow & Ski range is due to launch later this year.
"Our focus now turns to ensuring we have the right mix of product available in each of our warehouses, with the right brands, newness and width of product available for each market," the company concluded.
Asos has also launched new payment methods for customers including Afterpay in Australia and New Zealand, Yandex in Russia and a Klarna powered 'Pay-in-4' solution in the US.
It now plans to roll out paperless returns in the UK - which uses a mobile QR code rather than a customer returns label, and hopes to take the entire process 100% paperless.
The retailer's total active customer base is now 20 million - with 81.9% of visits now coming via mobile.
