Fashion etailer Asos has reworked its PR showroom to enable it to create content, hold activations and events for its own brands and partners.
The re-design is part of Asos’ strategy to develop stronger connections with its community of customers and talent through both fashion and content.
The PR Showroom launched with a two-day event, attended by over 100 influencers and fashion industry leaders. Influencers took centre stage during the opening day, with key Face + Body partner brands, including Charlotte Tilbury, Dyson, Sunday Riley, and Ruuby Nails, offering guests express treatments.
Asos also offered exclusive previews of its Autumn/Winter collection alongside a seasonal gifting suite.
Read more: Asos relaunches influencer programme
“Our revamped showroom brings together fashion, content, and talent as only Asos can,” said Amy Norris, head of social, PR, and talent at Asos.
“This new space creates opportunities for us – and our brand partners – to showcase the very best of Asos to our community.”
More than 800 businesses from more than 50 countries sell through Asos websites, including its marketplace, reaching customers in more than 200 markets around the world.
In 2021, Asos bought the Topshop, Topman and Miss Selfridge brands from the Arcadia Group. It now sells through a variety of own brands and third-party brands and is developing a ‘test and react’ strategy that sees products go from design to sale within three weeks. Asos is also working with influencers to build its visibility on social media.
The latest episode of a brand new podcast, recorded at the inaugural Retail MediaX event, sees Elton Ollerhead, director of Asos Media Group, talk about its retail media journey, the ‘fashion lens’ view of retail media and how creativity is key to retail media campaigns.
Ollerhead joins Katie Streeter Hurle, chief strategy officer at SMG and Paul Skeldon, research editor at InternetRetailing.
The series, in association with SMG, sees Skeldon joined by a member of the SMG team and a special guest speaker. With future episodes featuring Co-op, Stonegate Group and ITV.
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