Asos is continuing its strategy of launching more own-brands following standout success with its existing labels. The company on Monday debuts its latest, a womenswear offer called As You, as part of the exclusive brand portfolio that includes Collusion, Asos 4505, and Reclaimed Vintage.
The company said the standalone brand “is a collection designed with Gen Me in mind”.
It features an initial line-up of over 100 pieces comprising “everything the customer needs to stand out every day, night, and everything in-between”. That means “slinky mesh separates and dare-to-bare bodycon [that] are guaranteed to steal the spotlight while tonal mix-and-match sweats are a must for any laid-back glam uniform”.
It’s an interesting launch in the current environment as it clearly features the ‘going out’ clothing that is hugely important to the e-tailer’s revenues, even though going out is currently curtailed in many of its key markets by the Covid-19 situation.
But when the company released a stellar set of results earlier this month, it insisted that while the dressier product that has always been key to its customers was seeing lower demand, it wouldn’t “lose focus on our core 20-something fashion audience and the going out product customers love Asos for”. It added that it has “maintained resource levels in this area” but that it had adapted its product mix to match lifestyle shifts.
This new line clearly reflects that, mixing an element of glamour with comfort and a casual edge.
The firm has done an excellent job with a number of its own labels so far and during that same results release, it said its 13 own-brands did well in the past year, delivering sales of £1 billion+. Collusion and Asos 4505 both “resonated with customers through lockdown”. Asos 4505 grew 89%, while Collusion grew 44% “and firmly established itself as a top 10 brand” on the site.
Will As You repeat the achievement? That remains to be seen. For now, the company seems to think it has done everything it needs to resonate with its core customer.
“As You is brought to life by a team of young creatives who live and breathe the life of the glam customer,” it said. “Exuding confidence and fashion-obsessed, where style is concerned, they write their own rules. They own it. They are it”.
And Womenswear Buying Director Nikki Tattersall added: “This new brand responds to our younger customers and gives them a new way of showing their confident style. Our focus has been to create a versatile collection that encapsulates both on and off duty glam, reflecting the reality of how our customers are living their lives right now.”