As Seen On Screen might not even mean much to you, and many of you probably do not even know it is what ASOS actually stands for! In an endless fascination and quite possibly addiction to online retailers, a question easily comes to mind. Who shapes the trends? Is it the pret-a-porter runways? Internet and the style bloggers? Or mass retailers? Today ASOS is more than just a shopping destination, pages of this Europe’s finest e-commerce site often reach 10 million readers a month. That is an audience more than loyal to the brand created behind the website. Endless offers and continuing sales is what draws us to it.
In ASOS you have a gold struck combination of the two previously mentioned. Internet and mass retailer. While not owning 1000’s of stores in major metropolitan areas, it would be wrong not to count this tiny internet domain as an important player on the fashion scene. The website itself is edited daily, it is also accompanied by a magazine and a corresponding app. It is working on creating level of credibility and earn trust of a reader similar to the one we have in traditional media.
While you can easily track down an origin of a trend down to a catwalk, question is who is making the same come to life. The way we adapt the trends today is crucially different. Internet plays a key role, in such circumstances calling the same your home can only help a label grow. Nevertheless internet retailers often don’t realize the fact fashion became entertainment. It is consumed the way we consume TV (many taking that literally).
While ASOS might have mastered its craft, the coming years are both challenging and exciting for fashion. Who will take notes from who?