Can you describe a bit about yourself and your role at ASOS?My title is Marketing Director and I oversee a department of 84. This includes Digital Marketing, Communications, CRM, Editorial and ASOS magazine, Mens, Womens and International PR, Commercial, Creative Design, Creative Services and Web Development. No day is ever the same and it is a very fast paced environment. The beauty of online it is that a new trend can appear and we can change the homepage instantly. I am lucky to work with a host of quality photographers, and some of the most talented people in the editorial world.
You have previously worked with big fashion brands (Banana Republic, Gap and Nike, French Connection and agency side (Mother) What attracted you to ASOS?
I met Nick Robinson at a pitch ASOS did at Mother and I instantly liked the brand and his ambition. This was 18 months ago when the brand was at it’s tipping point. The work-hard-play-hard ethic is alive and well, we are a high energy company who are driven by the love of something new and unique.
ASOS have experienced huge international growth recently, how has your role evolved since you have been working there?
We service the world from Camden. We have been launching a host of country-specific websites – US, France, and Germany, were all created last year and Australia, Spain and Italy will launch soon. We are also looking into starting a site in China. A lot of it happens from the UK where we have a multinational team of passionate and energetic talent. We look to commission the best fashion people from around the globe.
Do current trends differ much across the world?
In terms of global trends there are more similarities than differences. There is a global love of fashion and even though there might be cultural differences between people, it’s a shared love of fashion which brings us together. A single picture can speak a thousand words..
Has ASOS suffered during the economic downturn? If so, how have you adapted ASOS to survive when other fashion outlets have fallen by the wayside?
I would say we have done well. There has been a migration from the high street to online, it’s currently thriving actually. We have survived by being able to plan carefully and continuing to design something unique, special and desirable as you are only as good as your last dress. We focus on what the customer wants and we keep it affordable.
What, in your view, makes ASOS so unique and successful? How important do you think it is in the fashion industry?
I would like to say it is central to its success, we are proud to be a British company, our appeal is global. There is an apparel revolution happening and we are right in the middle of it. ASOS is easy and accessible for people and we are innovative in what we do.
What is next for ASOS?
We are expanding our mobile capabilities. We want a multi-channel service which is completely interchangeable regardless of if you are on your mobile, tablet or PC. The important thing is to be able to give our customers that sense of instant gratification.
Lastly, for all the fashion conscious readers… what should we be looking out for in terms of forthcoming trends for Autumn/Winter?
I’m definately the wrong person to ask. Read the blogs and the editorial. We have over 1500 new products each week!
Visit ASOS here
Jessica Hazel
