The other night I was spending some time browsing ASOS (one of my favorite online shopping destinations for the past three years) and noticed a few changes to the site, which led me to do some research on the brand. A lot of changes have taken place lately!
Three Website Updates
Under the Marketplace section of the site, users can now shop independent boutiques and labels. So far, brands from the UK, US, Ireland, New Zealand, Russia, and Sweden are participating. And, each boutique has a blog so visitors can see what’s new and learn about a brand’s view on fashion and lifestyle.
Under the Outfits & Looks part of the site, users can assemble outfits (very Polyvore inspired) and can upload pictures of themselves (very LookBook.nu style) to be judged. Very smart of ASOS to incorporate ideas from two major fashion websites to make its own site more social. But, it would be nice to only see images that clearly include at least one piece from the ASOS site for inspiration. Maybe this could be an idea for a contest?
The other new section is Blogs, which is comprised of five blogs. Each one has a different subject, including one about styles seen during Fashion Week and one with a music related theme (guess someone else reads The Vogue Vibes?). Personally I don’t see the point of 5 separate blogs on the main section of the website, unless the brand is trying to ultimately be both a social shopping destination and editorial go-to place. After all, fashion magazines and eCommerce are merging these days.
In addition to making the eCommerce site more social, ASOS has also been busy delving into the mobile space by recently launching a shopping app (available on iPhone, iPod Touch, and iPad).
During a recent press release, E-Commerce Director James Hart said, “Following year-on-year growth of over 800% in mobile revenue, I’m delighted to release our iPad and iPhone shopping apps.”
Key features of the app include full integration between it, the website, and the mobile site, a “Save for Later” option (something I wish the website offered for a longer period of time), and GPS, for helping with locations where customers can drop off returns.
Global Strategy: with a Focus on Men
ASOS is also working on a marketing campaign to reach for a larger global customer base.
Specifically, the brand hopes to target more male shoppers through a new campaign for which brand has released a few videos that introduce the Urban Tour. ASOS hopes to entice more men to shop on its website by incorporating dance and other forms of pop culture, which is where most men get their fashion inspiration from (not runways). Soon, viewers will be able to click of dancers from some of the campaign videos and purchase.
Here is the teaser video:
Oh, and a few more things- ASOS has a section of the site dedicated to the brand’s favorite Twitter users, its Facebook page is constantly updated (with contests!), and has found a way to incorporate Instagram. All in all, I’m impressed with all of the digital changes ASOS is making these days. Other fashion brands can learn a LOT by seeing ASOS’ fashion marketing lately.
Anyone else knock-your-stilettos-off impressed?
Edited by Taylor Davies
This weeks selections for Links a la Mode take us all around the globe and back again. From vintage shopping in Paris and Istanbul to picking the best from fashion weeks abroad, our community is buzzing with news and thoughts from overseas.
Of course we couldn’t leave out some more local stories entirely, so we’ve sprinkled in a selection of fall inspirations from som American bloggers; from menswear to DIY projects to some ethical debates in advertising and journalism.
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