ASOS launches new womenswear brand, As You

Asos is continuing its strategy of launching more own-brands following the success of its existing labels Collusion, ASOS 4505, and Reclaimed Vintage. The new womenswear brand called As You launched on 26th October.The company said the new brand “is a collection designed with Gen Me in mind”.

 This new line is mixing glamour with comfort with a casual edge. ASOS revealed that the brand features an initial line-up of over 100 pieces, available in sizes 4-18 and prices starting from £8. According to ASOS, the range contains “everything the customer needs to stand out every day, night, and everything in-between”. That means “slinky mesh separates and dare-to-bare bodycon are guaranteed to steal the spotlight while tonal mix-and-match sweats are a must for any laid-back glam uniform”.
It is an interesting launch in the current environment and many are looking forward to watching how the new brand will do during the difficult for many brands times with the COVID-19 situation.Other ASOS brands performed very well, even during the pandemic.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.When ASOS released a stellar set of results earlier this month, it insisted that its new brand would not “lose focus on our core 20-something fashion audience and the going out product customerslove 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. “As You is brought to life by a team of young creatives who live and breathe the life of the glam customer,” ASOS said. “Exuding confidence and fashion-obsessed, where style is concerned, they write their own rules. They own it. They are it”. 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.”

A message on the collection website states: “Emerging brand As You is a big mood. Serving up new-new trends, get into your vibes with pieces designed to represent every side of you, whether you’re off-duty or going out-out. Make a statement in entrance-worthy slinky bodycon dresses, underboob crop tops and plunging bodysuits, or turn down in legging shorts, slouchy tees and oversized sweatshirts.Shop the As You at ASOS edit to explore the full collection. You do you”

By Maria Peftouloglou