Picking a retailer to base my FMP on was the easy part! Since then I have been researching every aspect of ASOS, looking for gaps in their current ranges, or some kind of inspiration to help me! What struck me the most was how big the site is - there is sooo much there; it is an overwhelming experience if you just want to window shop. I've only ever bought from ASOS in the past when I knew exactly what I wanted. Using it for inspiration is not easy! Say I want to have a look at their dresses for example - I am faced with 1923 styles, or 97 pages to wade through! Not an easy task.
Which is why I think they developed Fashion Finder and their whole community area of the site, where fans/customers post images of their own looks, or outfits and mood boards they put together using the site. Other fans can then vote for their favourites and so on. ASOS has been pretty clever here, essentially using their fans to advertise what the site has to offer using their own enthusiasm and love of the clothes on it! Sneaky eh...
So it got me thinking, what if there was an ASOS sub-brand which took the best pieces for the upcoming season and simplified it into a well-put-together capsule collection, making it really easy to shop for key items, and the go-to destination for initial ideas and inspirations. Not sure if that makes sense! Basically, it would be an edited version of everything that gets put onto the site as the season progresses, appearing at the beginning of a season. Which is why I have chosen to call it... drumroll please... ASOS EDITS.
The other aspect of this collection which also makes its title make sense is that I am very keen for this range to tie in with the major influence on fashion over the past few years, which is fashion blogging, and in particular the 'street style' look. I would love for the range to be 'edited' (i.e. contributed to) by top fashion bloggers or street style photographers. Members of the online ASOS community, such as top posters of great outfits on Fashion Finder, could also have a chance to help style and edit the collection, making this range a really democratic process - inspired by the streets, and shaped by bloggers and ASOS's fans. One of ASOS's key objectives is the democratisation of fashion, and I think this concept reflects this really well.
Does this make sense??! Also, this has been a reeeeally wordy post. My next one will be full of pictures. Maybe.
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