Global etail giant Asos is on track to capture a larger slice of the Australian market with the launch of a local, world-first initiative.
The fashion company, which launched its Australian operations in 2011, has today launched a fresh, first-time initiative titled 'State of Fashion' to cement its presence as a pure-play digital retailer in the local market.
The initiative sees a selection of top Australian fashion bloggers hand-picked to present individual edits of their favourite fashion looks for the new season – styled on each contributor, to provide inspiration for their followers and represent their eight respective states.
Customer engagement will be driven through submission of consumers' own blogger-style fashion photographs, with users encouraged to also vote on each others’ images. The participant with the most votes will win $1,000 to spend on Asos as a reward for positioning their local region as the most “stylish state”.
Asos country manager for Australia Sally-Anne Newson added that, throughout the campaign, users will also be able to shop by city, check out what's trending around the country and show their home state pride by voting for “favourite looks”.
“With Australia being the biggest international market for Asos outside of the UK, State of Fashion is about celebrating the style we see across the whole country and the interpretation of the latest trends to suit each state’s climate, which we cater to with seasonally relevant product online all year.
Leading with Australian bloggers – and in turn their highly engaged followers – to inspire Asos customers to showcase their own style, and socially engage with each other digitally, underscores our position as an online fashion destination for product and content. This is a world first for Asos.”
Asos has selected the following hero bloggers for each state:
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NSW: Sara Donaldson, Harper & Harley, harperandharley.com/
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VIC: Micah Gianneli, RAWW, rawwblog.com/
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QLD: Amanda Shadforth, Oracle Fox, oraclefox.com/
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SA: Dajana Mešovi?, Le Flassh, leflassh.com/
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WA: Malena Permentia, Fashion Container, fashioncontainer.com
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ACT: Jiawa Liu, Closet Voyage, closetvoyage.com
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NT: Rebecca Parish, Rebecca Anne Parish, rebeccaanneparish.com
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TAS: Jessica Biancon, Jessica Emily, jessicaemily.net
Asos is a global online fashion and beauty retailer selling over 60,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty, to fashion forward twenty-somethings through our website asos.com. The company ships, for free, to 241 countries and territories from its 1.1 million square feet global distribution centre in the UK.