There’s no denying that Asos has had a tough year this year, with younger, sexier, leaner upstarts snapping at its heels (hello Missguided and Boohoo). But it’s fighting back for SS15 with some excellent product and clever customer service initiatives. What does the Asos girl want? Newness. When does she want it? All the time. And so Asos is launching ‘New In’, a new Tinder-like app that let’s you swipe yay or nay to the Asos new-in feed, adding your choices to your profile. It cuts away all the clutter, leaving you with only the freshest product deliveries. (You’ll have to wait a little longer though, it doesn’t launch for a few weeks.)
Another thing I discovered at the Asos press day last week was its innovative approach to personal shopping. It has recruited its personal styling team via a combination of their own personal style, styling ability, social feed and dedication to customer service. It makes sense to the Asos customer, who will follow a particular ‘personal stylist’ because they love their aesthetic. Each stylist is set up with their own Asos-approved Pinterest, Twitter and Instagram profiles to engage their followers to the max. The direct and converstional contact of Instagram is a decidedly more engaging tool that traditional methods of enquiry like email, and feels suited to the instant-info expectations of today’s young online shopper. Plus, UK shoppers can choose their favourite stylist for one-to-one shopping advice via the online stylist’s chat feature.
For next season, the product is looking great too. Most impressive are the romantic structured dresses adorned with lace, embroidery and applique. There’s also a good dose of raw-edged denim (90s references will run and run) and jewellery is going strong with delicate single earrings proving to be the ear cuff of SS15…
WORDS: Navaz Batliwalla/Disneyrollergirl
IMAGES: Navaz Batliwalla/Disneyrollergirl; Instagram