asos.com introduces high end labels
Fashion etailer Asos.com is revamping its website and upping its fashion credentials, with the introduction of several premium brands, including Sienna and Savannah Miller’s highly anticipated Twenty8Twelve label. Moving up the market is a natural progression for the website that sells premium denim brands, such as Rock & Republic and 7 For All Mankind, as well as high-end designer accessories such as Chloč, Miu Miu and Gucci. Talking about the their target audience, Asos.com retail director, Robert Bready told Drapers.
“Our customers are split 50/50 between 18-to 24-year olds and 24-to-34 -year-olds. The older sector has increased over the past two years since we introduced premium denim.”
Asos.com has signed up three new designer collaborations for this autumn, as well as continuing the successful partnership with New York stylist Patricia Field, who has created an exclusive 22-piece collection.
The website will relaunch with its new sections and increased functionality at the end of the month.
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