In an unique interview at TheIndustry.trend’s Retail Reset Summit, Shazmeen Malik, Brands Director at ASOS, shared how the web retailer is creating an elevated and participating on-line expertise by evolving its brand combine, digital expertise and reference to its buyer base.
Having joined ASOS almost two years in the past, Malik now oversees relationships with over 350 manufacturers, main a staff of 200 throughout shopping for and merchandising. Her profession spans 20 years throughout main worldwide retailers, starting at Primark, earlier than shifting to GAP in New York as Director of Merchandising and Buying, then to American Eagle, the place she labored throughout 900 shops. Her remaining cease in the US was at Macy’s, marking her first expertise in multi-brand retailing, earlier than she moved again house to London to take on her present function at ASOS.
“There aren’t many retailers that have as strong a multi-brand offering alongside their own in-house labels as we do,” she stated. “We’ve onboarded about 100 new, diverse brands in the past year. This has been a major focus for us. We’ve got a young customer, and we’re trying to evolve our portfolio while expanding into new segments.”
One of these segments is premium. “For example, we recently signed Good American, and did a pop-up which was really well received. The customer reacted well to the brand,” she defined. Another important signing was House of CB, launched by way of ASOS’s associate fulfilment service.
Malik emphasised that each new brand partnership begins with intuition and cultural consciousness: “Part of it is about knowing the customer, but also being on the pulse of what’s happening culturally. You can sit in our lobby in Camden and see where fashion is heading – our average employee age is 27.”
She famous that ASOS’s associate fulfilment mannequin is a rising a part of the enterprise, giving manufacturers extra flexibility whereas providing clients larger selection. |House of CB needed to personal its personal inventory, so AFS made that potential. Wholesale has advanced, and associate fulfilment permits us to search out one of the best mannequin for every brand.”
ASOS’s visible identification stays key to the way it showcases these companions. “There are core ASOS values and a clear USP. You can spot what’s been shot by ASOS and what’s been shot by a brand – our spin is always youthful and more fun,” stated Malik. “Outfitting is also really important to us. One brand’s styling isn’t the same as another’s, so we offer ‘buy the look’, from the lipstick to the shoe.”
She highlighted Calvin Klein for instance of ASOS’s inventive strategy: “They don’t usually let retailers shoot their products, but they let us. We styled their underwear as outerwear in a youthful, on-brand narrative.”
Looking forward, Malik stated ASOS is doubling down on digital engagement and personalisation. “We’re leaning into the app as that’s how our customers are evolving. We’ve also launched ASOS Live, our new shopping platform blending creator content with live shopping. Our buyers and stylists show the product directly to customers and 95% of viewers have been coming back…”
Malik additionally touched on the Topshop relaunch, describing it as “an icon of British retail” that has been “really well received”. Teasing future plans, she added: “There’s lots more to come, watch this space”.
“This next year is going to be really interesting for ASOS. We’re focused on improving the shopping experience and innovating through personalisation. It’s key to get the right product in front of the right customer, especially when you have so many brands,” Malik concluded.