Asos launches women’s brand As You

On October 26, the online clothing sales portal Asos is rolling out a new brand for women, As You. An independent label which intends to seduce the “Generation Me” with prices starting at 6 euros.

Available in sizes 4 to 18, the brand adds to Asos’ list of exclusive brands, including Reclaimed Vintage and Collusion. Hundreds of pieces strong, As You targets wide, ranging from matching tracksuit sets to open backs, bodycon dresses and fishnet tops. The brand “is aimed at all young women, whoever they are, and gives them the means to be the ones they want,” explains Asos.

“We are delighted to launch this new brand which meets the expectations of our youngest customers and offers them a new way of asserting their style and personality,” adds the director of women’s fashion purchasing for the Nikki Tattersall portal. “Our goal was to create a versatile collection, capable of embodying the glamorous style corresponding to the current lifestyle of our customers, whether they are out or sitting at home”.

At the end of September, Asos already announced the launch of its first circular fashion collection, born following a collaboration with the Center for Sustainable Fashion (CSF) of the London College of Fashion. An offer that includes “29 models at the forefront of the trend, designed according to the most advanced circularity principles in the sector”, in the words of the British company (read our dedicated article).

These various launches come at the end of a prosperous 2019-2020 financial year for Asos. Over the year ended at the end of August, the company posted a turnover up 19% (for reported figures as for data without currency effects) to 3.263 billion pounds (3.608 billion euros). Retail sales followed the same advance, reaching 3.171 billion pounds (3.507 billion euros), and UK retail sales were up 18% to 1.176 billion pounds (1.301 billion euros). euros). International retail sales have been boosted by 20%, reaching 1.995 billion pounds (2.206 billion euros).