ASOS deserve every capital letter in their name. They are killing the game when it comes to being an online fashion retailer and schooling every other retailer on how to keep up with the times and be a fashion retailer on 2017. Their hunger to not only sell great clothing but also work towards breaking down gender roles and interest in customer feedback is what sets them ahead of the game to make them (in my opinion) the best fashion retailer in the game. A key way that ASOS are slaying it is through their consistent brand story. Their brand story is simple, a Fashion Brand that encourages loving expression, encourages loving yourself and defies the norm. Recently in the previous year ASOS have showed their hunger to encourage expression, loving yourself and defy the norm even more so through various campaigns and changes they have made.
ASOS are one of the few brands that no longer retouch their models. They say they now only retouch photographs to make the products more true to life like changing the colour if it looks different on the image to actual real life. Although this should have been done YEARS ago by EVERY fashion brand and magazine publication it still is progressive and a huge step towards body positivity and people realising that not everyones body is airbrushed and perfect! Just by doing this ASOS created a ton of media attention and praise with women hailing the brand for finally showing real women with real bodies. I love how ASOS have done this as although its only a little step it shows their care and concern with real world issues and how they want to make a difference.
Showing makeup in the mens face and body section is another conscious decision that ASOS have made in 2017. Although men wearing makeup is hardly groundbreaking it is cool to see such a mainstream retailer like ASOS to start stocking male makeup like MMUK and also showing makeup as a genderless product. I feel this is a clever idea from ASOS as it helps to break the stigma and embarrassment of buying makeup as a man by simply just putting it into the mens section helping to further break down gender roles. Another way ASOS break gender roles is including Unisex clothing and showing "females" clothing in the mens section if it matches your search. This again reinforces the idea that ASOS are not only trying to sell clothing but also make a difference in the long run by breaking down the idea of gender roles and gender stereotypes.
With the launch of the mens makeup brand came this advert. The advert titled "Go play" is literally genius in my opinion, the words used, the diversity of people used and the message behind it all is just so 2017 and so relevant with not only millennials like me but also older generations as its just so accessible and thought provoking. All different genders, ethnicities, races, hair colours, body times you name it, expression and diversity are the two key themes are the heart of this advert. "I am a fighter in more ways than one, i colour outside the lines and dare to have fun, not just something to stare at look close and you'll see i am flawed i am fabulous i am me." is a quote included in the ad and possibly the most relevant and favourite quote of mine now. The advert highlights diversity and celebrates it rather than shuns it. This advert is progressive in itself as although diversity is represented in adverts I feel as though it is only normally included as a necessity to stop backlash whereas as ASOS celebrate this and make it a key theme.
ASOS Front Row, the genius Idea by ASOS that collects loyal customers thoughts and feelings through questionnaires and simple customer interaction. I myself am part of the ASOS Front Row community and I am in love with the smart idea of it. The basic idea for those who don't know is for customers to give their input on various goings on currently in the ASOS brand as well as our opinion on new ventures. In return customers get rewards such as vouchers, packages etc. I find this idea literally brilliant, the idea that ASOS include us in the conversation, enable us to give our input and collaborate as a team. What I really enjoy is the fact that ASOS actually listen and give feedback, It's so cool to see feedback that you've put into action actually appear on the ASOS sight and come to fruition. It's a clever move by ASOS also because they're hearing exactly what their main customers want and in turn generating that content!
I could rant about my obsession with ASOS forever as my friends know, every time they're struggling looking for what they want I'm like ASOS!! I feel as though ASOS really captures the idea of 2017, progression and expression and I hope they continue to be a market leader and stay at the forefront of the conversation.
SHAUN EVANS
