Fast fashion etailer Asos has reintroduced its Asos Insider influencer programme, which features 36 “style enthusiasts” to showcase beauty and fashion products across social channels.
Asos Insiders was previously wound down in 2020 due to the pandemic. Its relaunch is part of the Bristol-founded firm’s updated marketing strategy. The online store aims to “reigniting brand heat and reminding customers that Asos is home to the latest and best fashion”.
Currently employed across various departments within the business, the Asos Insiders have been selected based on their strong sense of individual style and identity, love for fashion, and knowledge of fashion trends.
They will be tasked with curating Instagram, TikTok and Snapchat content. The Insiders will also been seen on the website and in emails from this week. Asos said this will help build authentic connections with 20-something communities and allow Asos customers to stay up to date with the latest fashion available on its site.
Insiders will also work to support other Asos marketing activity, such as becoming the face of campaigns delivered together with Asos brand partners, through Asos Media Group. Hear from Elton Ollerhead, director – media group Asos, at a brand new retail media networks event, MediaX, on 11 June 2024 at the Cavendish Conference Centre, London.
Dan Elton, senior customer director at Asos, said: “We’re so excited to be bringing back Asos Insiders and to be giving our customers a glimpse behind the curtain at Asos. As a business we’re packed full of fashion and style enthusiasts that love the brand and love shopping on Asos, and we think there’s no-one better to help us create deep and authentic connections with our customers than our very own Asosers.”
The RetailX Global Fashion Report tracks how Asos grew quickly in the pandemic, accelerating by 22% in 2020 and a further 18% in 2021.
While it now sells more than 850 brands, including its own-label items, it faces increasing competition. Read the exclusive company profile to discover how the company has turned to revamping its marketplace technology stack to address this challenge.
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