Asos has reopened its 1,271 sq ft renovated showroom at its London headquarters, enhancing its capabilities for events and content creation.
- The showroom features a sleek, monochrome interior with industrial design elements and modern furniture.
- It aims to support Asos’s expanded social media and digital marketing strategy with various influencer collaborations.
- To mark the opening, Asos is hosting over 100 influencers and industry leaders, offering a preview of the space and its autumn/winter 2024 collection.
- Amy Norris, head of social, PR, and talent at Asos, emphasised its potential in merging fashion and content for the community.
Asos has reopened its 1,271 square foot showroom located at its London headquarters, marking a significant upgrade in its facilities for both event hosting and content creation. The newly designed space boasts a sleek, monochrome interior with an industrial-style ceiling, complemented by modern furnishings with curved edges. Styling corners are equipped with illuminated mirrors, enhancing the functional aesthetics of the showroom.
The intent behind the renovation extends to supporting Asos’s broader social media and digital marketing activities, aligning with their February re-launch of the “Asos Insider” influencer programme. Recent collaborations with influencers such as Cindy Kimberly for the autumn/winter 2023 collection and Madeline Argy for spring/summer 2024 underline this strategic focus.
During the reopening celebration, Asos is welcoming over 100 influencers, industry talents, and fashion leaders over a two-day event from 31 July to 1 August. Attendees have the opportunity to explore the newly renovated space while also previewing the latest autumn/winter 2024 collection.
Amy Norris, Asos’s head of social, PR, and talent, commented, “Our revamped showroom brings together fashion, content, and talent as only Asos can. This new space creates opportunities for us – and our brand partners – to showcase the very best of Asos to our community.” Her statement underscores the commitment to merging fashion exhibition with dynamic content creation.
In a related update, Asos announced the departure of Clifford Cohen, their executive vice president of technology. Hugh Williams steps in on an interim basis to lead the etailer’s technology strategy, focusing on enhancing online customer experiences, data platforms, and the supply chain.
The reopening of Asos’s showroom epitomises its strategic direction in integrating fashion with digital content creation, aligning with its comprehensive marketing goals.
