Issuu

ASOS - Pg.1

Contents - Pg.2

Picture - Pg.3

ASOS Marketplace - Pg.4

Who & What? - Pg.5

Luxury Fashion - Pg.6

Hazaar Interview - Pg.7

Staying Stylish On The Go - Pg.8

What Is Hustling? - Pg.9

Is Hustling Worth It? - Pg.10

The Best Small Business Picks In London - Pg.11 & 12

About The Businesses - Pg.13

Picture - Pg.14

Lets Talk Social Media And Small Businesses - Pg.15

Using Socials To Become Social - Pg.16

Behind ASOS’s E-commerce Success - Pg.17

What’s Next For ASOS? - Pg.18

5 Steps To Building A Business - Pg.19 & 20

What Is ASOS Marketplace? - Pg.21

3 Brands Picked From ASOS Marketplace - Pg.22

Networking - Pg.23

Picture - Pg.24

Made In Kenya - Pg.25

Dress Code: None - Pg.26

Day In The Life Of A Small Business Reseller - Pg.27

What’s New In ASOS This Week? - Pg.28

Look Book Of A Business Owner - Pg.29

Start Up Stories - Pg.30

Colour Analysis 2025 - Pg.31

2025 Fashion Insights - Pg.32

Circular Fashion - Pg.33

ASOS Influencer Marketing - Pg.34

ASOS Digital Innovation - Pg.35 & 36

ASOS Unreal Finds - Pg.37

ASOS - Pg.38

SCAN TO START

ASOS MARKETPLACE

“Have you ever made a lot of money and how?”

Have you ever made a lot of money and how?

“What do you think makes a successful small business?”

“Have you ever thought of starting your own business?”

“I made a smart move by investing $25,000 in a small data cabling company. i focused on efficiency, and within six months, i got my entire investment back as a dividend. Now, im looking at annual dividends between $45,000 and $55,000, giving me an annual return on investment of 180% to 220%. now it's generating substantial profits every year. It’s been a fantastic success!”

"Yeah, I have. I'm passionate about fitness, so I've thought about starting my own gym or personal training business. Being my own boss and helping others achieve their fitness goals is really motivating. However, the initial setup costs and the uncertainty of a steady income have held me back so far."

ROBYN LUCY

“What do you think makes a successful small business?”

“I own a hair business, i have been doing it for a year now, whilst doing it along side school to make an income”.

WHO & WHAT? WHO & WHAT? STEVE

“When the company offers different products to every other shop. Its nice to find somewhere that sells cool items Ive not seen anywhere else. I think price also determins a small businesses sucess”

“I think a successful small business is when the brand connects with their customers personally, I like it when you get a personalised note come with your order. I think their social media is important too”

“Have you ever thought of starting your own business?”

“I own a Hello Kitty business. i resell and collect Hello Kitty Items online using different platforms. I usually thrift items to make a profit”.

LUXURY FASHION

IS IT POSSIBLE TO SUCCEED?

“A fashion house is not only a world of fantasy; above all, it is a business. It has to manage and keep accounts. Behind all the frills and furbelows are figures that talk.”

Christian Dior

The established book "Fashion Entrepreneurship," by Neri Karra emphasises the crucial blend of creativity and business awareness necessary for success in the fashion industry. She mentions that entrepreneurs must not only innovate their designs but also implement strategic business practices to thrive in this competitive market. Key capabilities include strategic thinking, effective management, and a deep understanding of market dynamics.

Coco Chanel is an excellent example of an entrepreneur who has successfully conquered the fashion industry, she is celebrated for her revolutionary approach to women’s fashion, characterised by simplicity, elegance, and comfort. She was specifically known for launching the iconic Chanel No. 5 perfume in 1921, one of history's most successful and enduring luxury fragrances. Chanel’s innovative designs and keen business sense helped her build a powerful global brand that continues to influence fashion today

Hazaar is revolutionising Uni life by offering students an affordable and eco-friendly marketplace. We sat down with the founder, Harriet Noy, to discuss the journey, challenges, and insights behind this innovative platform. Discover how Hazaar is helping students thrive with our exclusive Q&A.

“Harriet, What advice would you give to someone looking to start a small business?”

Never stop asking questions and always seek help. Growing your network is crucial for any business.

“Can you tell us about the research that informed Hazaar’s approach?”

The idea for Hazaar stemmed from my initiative to reduce plastic usage on campus and noticing frequent purchases of new items by fellow students. Initially, we launched as a Facebook marketplace, quickly growing with around 20,000 student participants. Continuous research and feedback from our student employees and users help refine our offerings to meet student needs and interests.

“What were some of the biggest challenges you faced?”

The biggest challenge was finding a viable business model. Initially, we used a commission-based model similar to Depop and Vinted, but it wasn't sufficient due to low activity in the early days. We partnered directly with universities, which has been more effective.

“Since you started Hazaar in your second year of university, do you find that relating closely to your audience is an effective marketing strategy?”

Absolutely, Our by students, for students approach is essential to our marketing…

Our ambassador program and digital content creators ensure we maintain a strong, relatable presence on campus. We employ students from various universities! This strengthens our connection with our audience and provides valuable work experience for the students. Additionally, students can sell their handmade products, offering them a space to showcase their talents.

Staying stylish on the go

Blazers and Jackets:

Opt for wrinkle-resistant materials and neutral colors that can be mixed and matched with multiple outfits.

Multipurpose Dresses/Outfits:

Choose dresses and outfits that can transition from day to night with a change of accessories.

Comfortable Shoes:

Stylish yet comfortable shoes are a must. Think chic loafers, elegant flats, and a pair of businessappropriate sneakers.

In today’s globalised business world, many small business owners find themselves on the road frequently. Balancing style and practicality can be a challenge, but it’s entirely possible with the right strategies. In this feature, we’ll explore the essentials of maintaining a polished and professional look while traveling for business.

Tech and Gadgets:

Portable Chargers: Essential for keeping your devices powered on the go.

Noise-Cancelling Headphones:

Useful for working during flights and reducing travel stress.

Stylish Tech Accessories:

Opt for sleek laptop sleeves, phone cases, and organisers that complement your professional look.

Packing tips:

Portable Grooming Kits: Keep a travel-sized grooming kit with essentials like a compact toothbrush, face wipes, and a mini skincare routine.

Hydration is Key:

Long flights and different climates can be harsh on your skin. Keep a good moisturiser and drink plenty of water.

Rolling vs. Folding:

Rolling clothes can save space and reduce wrinkles. Use packing cubes to organise outfits and keep your suitcase neat.

Staying organised:

Create a checklist tailored to your trip’s length and agenda. Include a mix of business and casual attire if you have downtime or casual meetings.

WHAT IS HUSTLING?

CONS:

Hustling means working hard and putting in effort to whatever you desire. Whether that be in your 9-5 job, a side hustle or a new business venture.

It's commonly used to describe someone who is putting in a lot of effort to achieve their goals, often in a fast-paced or entrepreneurial setting. They could be putting in the time, energy and money to achieve their goals concerned around yourgoals.

PROS:

Increased productivity: By pushing yourself more, you can increase productivity and accomplish moretasks.

Success: By being productive and getting things done,itmeansyouwillgetyourgoalsdone.

Networking: By working with lots of people, it can expand someone's network and give more opportunities.

Burnout: Constantly working hard can lead to physical and mentalexhaustionaswellasstress.

Work-lifebalance:Obsessivefocusonworkcandisruptthe balancebetweenprofessionalandpersonallife.

Quality of work: Taking on too much workload can result in anegativeperformance.

INTEGRATING HUSTLING INTO YOUR WORK:

Beproductiveandpushyourselftoachievemoreandgettasksdone. Putmoretimeandenergyintoyourdailyworktasks.

Createabalancebetweenbeinghard-workingaswellashavingtimeoutto ensurenoburnout.

Is hustling worth it?

Hustling is a form of ...

Making money, usually on the side of someone’s main career or even their main income altogether, but is it worth it?

work hard work fast never

This is the motto that many follow when it comes to creating their own business as it is known that it takes a lot of dedicated time and effort to succeed, and in the end, it may lead to increased wealth.

However, the dark reality of hustle culture is apparent, long work hours can lead to decreased mental and physical health and even social issues due to prolonged stress as the idea that every minute not spent working is a minute wasted creates an unhealthy obsession with productivity, leading individuals to neglect other important aspects of life.

But is it really about how many hours you put in, or is it about the quality of the work you produce?

Success may not be solely determined by relentless effort but by smart, strategic work.

So, is hustling worth it?

The answer may not be as straightforward as we’d hoped.

While there’s no denying the value of hard work and dedication, the key lies in finding a balance that allows you to pursue your goals without sacrificing your well-being.

Sustainable hustling involves setting clear boundaries by prioritising tasks aligning with long-term goals, and making time for rest.

Success isn’t just about what you achieve but how you achieve it.

stop

HANDBAG CLINIC

HOUSE OF VINTAGE

ALICE THROUGH THE LOOKING GLASS

MEKLIT FASHION

LAKI KANE

About the businesses

SISTER SIZE

SisterSizeisauniquebrafittingservice andbreastawarenessadvocate.Offering anamazingselectionofbras,sistersizehas 3missions:toeducate,upliftandempower women.Theirinspiringvalueshelpwomen dailybecomeawareofthesignsofbreast cancer.

GAYS THE WORD

GaysTheWordistheUk’soldestLGBT bookshopopenedin1979byagroupof gaysocialistsasacommunityspacewhere allprofitswereputbackintothebusiness. Theshopisstillfunctioningtodaywitha largerangeofbooksandalsocommunity events."It'snotjustabookshop,butthe hubandaffirmationofawhole community."—SarahWaters.

FOUND AND VISION

FoundandVisionisadesignervintage shopfeaturingsomeofrarestluxury garments.Theysaythepieceswill‘curate historicfashionpieceswithinamodern context’.Theirfocusissustainabilityand ethicalshopping,whilstgivingbeautiful piecesasecondchance.

InElephantArcade,Meklitcreates bespokegarmentsaswellasoffer alterations.ShegrewupinEthiopiaand gainedherexperienceinherunclessmall shop.ThisinspiredMeklittostudyfashion andsincethenshehasbeenrunningher ownsmallbusiness.

AquirkyvintageshopinShoreditch offeringmensandwomenswearfromthe 1920s-1990s.Everyiteminthestoreis carefullyselectedwithemphasisonthe rareanduniquepieces.

LakiKanewasnamedoneofthe10best barsinLondon,itisatwostoreybarwhich offersuniqueexperiences andexotic cocktailsthemingaroundtropicalcarnivals. Theydorummakingandmasterclasses, andareknownastheworldsfirstbartosay notorefinedsugar.

Openedin2012,thisisboutiqueisoneofa kind.EntirelybasedoffofAlicein Wonderlandtheshopoffersarangeof merchandise,firsteditionbooks,and collaborationswithindependenttalented artists.Harley,thereallifewhiterabbit, livesintheshopwindow.

Repairingluxuryhandbags,Charlotte Staerckbeganthehandbagclinicafter seeinghowmanybagsweregettingsent toafurniturerepairshopnearher,andshe nowbuysandresellsluxurybagsalso.The brandisbestknownforrepairingthe ‘worldsmostexpensivebag’adiamond encrustedHermes.

LAKI KANE

LETS TALK

SOCIAL MEDIA AND SMALL BUSINESSES

Social media is used by 62.2% of the worlds population, although the most common use is sharing personal life and memories, it is now widely used by brands and the evolution of online marketing has changed so much. Brands take on a more personal approach when talking to their viewers, and they often posting things which encourage interaction. We can admit to pressing a brands Instagram poll without even thinking about it! As Gen Z, our lives are often consumed by social media, although brands now try to be inclusive and spread the right messages, it can also be a negative place for conflict, unrealistic standards and ‘scandals’, however, for a small business, companies can take advantage of the positives and use this to grow.

USING SOCIALS TO BECOME SOCIAL

REACHING CUSTOMERS

Social media is the best way for small businesses to find new customers and further their target audience. Lets talk about explore pages, for example TikTok, how many times have you seen a product on the FYP that you've liked and followed the brand or checked out their website? Thats the magic of algorithm. Its always great discovering a brand you didn't know existed through seeing one simple post.

PROMOTING PRODUCTS

Promoting products is the main thing small businesses can do, and the best part is in this generation there are so many cool and fun ways to do this. Brands posts tend to be more ‘down to earth’ now with videos of normal people using the products. This makes us feel like the brand is including us, which overall leads to more sales.

BEING DIFFERENT

The best way a small business can maximise their social medias is by being different, no one wants to see the same boring product posts on their timelines 20 times. Lets take Sol De Janeiro for example, their posts are bright which is on brand, eye catching but also informative. The ‘this would catch a lot of you’ post because is funny, and also true, and it would probably work on a lot of us...

BRAND IDENITY

Posting different things which represent the small business help with creating a brand identity as well as expressing the values of the company. It is easy to understand a brands vibe and aesthetic just by the visual look of their social medias.

OUR OPINIONS

Comments, likes and even shares tell a brand everything they need to know about how their customers feel. It’s easy to look in an Instagram comment section and know peoples and opinions, and nowadays, no one holds back! Not only this, but brands can ask their followers to comment how they feel, or them to take part in something fun and easy like a poll. This is not only engaging, but tells them what they need to know.

BEHIND ASOS’S ECOMERCE SUCCESS

KEEPING US SATISFIED

In recent years, asos have been working on making sure their shoppers are fully happy with their experience. In 2021 their retail impressions score doubled,showingtheircustomerserviceimprovement.

Lockdown meaning no one could physically try clothes on lead to asos gaining a huge increase of orders, the brands value for money rating also jumped massively during this time, which is surprising as companies such as shein which focus on amazingly low prices blew up aroundthesametime.

Yougov researched into asos’s secret to ecommerce success, and they found that even customers who have never shopped at asos are more likely to now, withtheirconsiderationscoreincreasingdramatically.

SO WHATS THE SECRET?

ASOS’s success comes from focusing on the basic needs of a business, and becoming very good at them. For example, prioritising customers, keeping up with trends and often offering the same products for cheaper than otherretailers.

Their website is easy to use, with a clear separation between the men’s and womenswear sites, their ‘trending’ section is an instant win, as the majority of asos customers are easily influenced by social media trends, we can all admit buying into something we have seen go viral on TikTok, right? Just by clicking the trending section, the first option is leopard print, so they have clearly done their research and knowwhateveryone’slookingfor.

In terms of the brands asos sells, there is an a-z list,soit’seasytofindexactlythebrandyouneed. They keep their website very ‘gen z’ with edits such as romantic era, reaching their target customerverywell.

WHATS NEXT FOR

After a £300 million full year loss in 2023, asos came up with a turnaround plan to bring itself ‘back into fashion’ by 2025, but how?

First steps:

Chief executive jose antonio ramos calamonte realised the business needs to primarily focus on profitability, so they started clearing old stock and he quoted they need to ‘move fasterineverythingwedo’.Afirststeptoreachingthisgoalwas creating the test and react model, which shortened suppliers design and production time to 2 weeks, meaning garments are being produced and created much quicker than before. This is in competition to fast fashion retailers such as shein, who have anincredibleturnover.

Customer relationships:

Another majorsetbackforasoswastheirlossof2.2million customersacross 2023,soasosareworkingtowards strengtheningtheirrelationshipsandgainingmoreloyal shoppers.

Thebrandisalsoworkingonitsmarketing,makingsuretheyare reachingtheirtargetaudienceandrepresentingasos’snewplan togetthemselvesbackup.Asweknow,tiktokisthesocialmedia weallareslightlyaddictedto,andasosknowstoreachtheir customerstheyhavetostayontrendandbepresentonsocial media.Thebrandpreviouslyfocusedoninstagram,buttheiraim istogrowontiktok.

Will it work?

ASOS’s have already seen a growth and improvement, with their social medias gaining more attention. The customers are more loyal,andthesalesrateishigher.Thiswillhopefullyimproveand asoscanbeatitscompetitorsandregainhierarchyinthefashion world.

The business has a lot of potential as it is one the leading retailerssellinghundredsofbrandsaswellasitsown,bygrowing their reputation, asos can reach their goals and comeback from theirloss.

5 5 S S T T

E P P S S

Research the market and identify a need: Figureoutwhatagapinthe marketisandtrendingpieces/brandsetctocomeupwithaneedfora service.

Create a business plan: Createaplanaroundthegapinthemarket/ researchbyidentifyinggoals,atargetmarket,competitors,financesand more.Thiswillenableyoutofigureoutstepsthatneedtobetakeninorder tocreateasuccessfulbusinessplan.

Build your brand: Usetheplanyou’vecomeupwithbyencounteringfor finances,competitorsandaneedforaproducttoputinplaceactionssuch asdevelopingtheproduct/services,creatingbrandidentity,

Develop a marketing plan: Considermarketingtechniquessuchassocial media,magazines,influencermarketingetcandfigureoutwhichwouldbest suityourbrand.

Launch your business: Putyourmarketingplanintoactionandlaunchthe brandonsocialmediaplatforms,launchthecampaignandmaybeevenhold anevent.Ensureconsistencyacrossallplatformsconcerningbranding. Attractinitailconsumersfromallofthebuzz.

Researching the market and what brands are already offeringwillpossiblycreateanunderstandingofwhat not to do and what you should do instead. For example you don’t want to create a business based offtherebeingalotofsimilaronesoutthere.Agapin the market needs to be what your brand is inspired by. Find something that no one or not many people have done, as well as something that there is a need and want for. be different and think out of the box. Whenthewantforaserviceisfound,thenabusiness plan can be created around that. This will be finding out figures you have and may need, target consumers,howyou’regoingtocreatetheproducts/ servicesetc. Bydesigningastrongplan,itcreatesan organised experience for when it’s time for the plan of action. This is when everything is coming to life and you start to see your business becoming what you want it to be. Make sure that the brand has a story behind it as well as a voice/ purpose. Do so by creating a logo, name, theme, style etc. This is what differentiatesyourbusinessfromothers,especiallyin a similar market. Marketing is one of the most important factors when bringing a business to life. It is what creates awareness of the brand and intrigues consumers to it. This is why ensuring that you have a strong marketing plan, depending on the type of business, is very important. This will also aid when launching the business by promoting it over socials, billboards, emails, events etc. Without using strong marketing techniques, your services will not reach a lot of consumers or even the right ones you are tryingtoattract.

MARKETPLACE?

WHAT IS ASOS WHAT IS ASOS MARKETPLACE?

ASOS marketplace is an online platform selling independant brands and boutiques. They launched in 2010 only having 20 sellers on their sight but have now become the leading online platform for independent boutiques. Marketplace has over 9000 boutiques and small businesses that offer a diverse range of fashion items, including clothing, accessories, and footwear from small boutiques such as Blank Seams, Ciuesius, sassy store and many more. Marketplace is known for its one of a kind vintage pieces which give shoppers something different to highstreet fashion. As well as promoting a lot of sustainable businesses, ASOS marketplace encourages ethical practicesandslowfashion.

In order to make the platform a safe space to order from, ASOS has created a guarentee scheme. This is so that when your order arrives, if it isn't as described or doesn’t come at all, you can report it and get your money back. This ensures that the consumer is getting the best service as possible.

Marketplace allows shoppers to not only get the best service but also have a unique, online shopping experience by selling one-offandvintagepieces.

If you are looking to set up your own business or boutique on ASOS marketplace, then you can visit theirwebsiteandapply.Havingthis available on their website helps to encourage business-minded people to create their own side hustle and build a business of their own.Theasosconsumeristypically Gen Z and Millenial’s. These are the ages in which people may want to create their own company and be their own boss so shopping on marketplace should inspire them to doso.

ASOS marketplace has a no fakes policy which only allows authentic pieces to be sold. If any brands are false advertising then they will be heldresponsibleandnotallowedto sell on the platform again. They claim to be committed when protecting their buyers and sellers fromcounterfeitgoods.

BLANK SEAMS SSASSYSTORE CIESIUS

WhatisBlankSeams?

Blank Seams is a vintage clothing brand that stocks mainly denim jeans, jackets and jumpers. The business is based in Manchester, UK and has brands available such as Adidas, Carhartt, Lacoste etc. These brands would attract a wide range of consumers all from Gen Z to millennials which aligns with the ASOSconsumer.

WhatisCiesius?

Ciesius Is a sustainable vintage fashion brand who hand picks pieces from Europe and re-sells on platforms such as ASOS marketplace, Vinted and Depop. They have pieces such as cargo trousers, maxi skirts, t-shirts and more.Thevibeandaestheticofthe brand is very y2k, grunge and vintage which would more likely attract a Gen Z consumer. The brand has thousands of products withawiderangeofbrandssuchas DKNY, Bench, Evisu, Guess and manymore.

WhatisSsassyStore?

This is a custom made jewellery that is personalised to the consumer. All of their jewellery is made using 925 sterling silver and other high quality materials. Their products range from earnings necklaces, bracelets and more withapricerangeof£14upto£80. The brand offers worldwide shipping which allows a wider range of consumers to be able to purchase.

w o o rr k k ii n n g g

Networking is an essential part when creating a business. It can build relationships, create trust, increase opportunities and introduce partnerships.

Building relationships through networking can be super beneficial. For example creating collaborations, joint ventures, supplier relations and more. This helps a business to grow further. Furthermore, by connecting with experienced professionals, you can gain valuable guidance and mentorship. This can increase knowledge on the industry to help with persuing a business.

Not only can networking help concerning knowledge and relationships, it will increase promotion. Networking events, conferences and social media platforms are opportunities to increase brand awareness. Also sharing your expertise and insights can enhance your reputation and attract more business.

Emotional support is also a big plus when networking. Creating relationships in the industry can provide a support system and allow you to receive encouragement.

All together, networking is a very important factor when owning a business, it allows increased opportunities, valuable guidance, increased knowledge and emotional support.

Network by...

Going to launch events for other brands, especially one’s similar to yours. Attend pop-up stores and experiences. Contact brand owners and employees on social media platforms. Attend panels, workshops and conferences. Offer to volunteer at any upcoming events. Follow up and stay in touch with people you meet. Be confident!

KENYA MadeIn

ASOS's collaboration with SOKO, a garment designer established by Joanna Maiden, was established in 2010. The collection is unisex and features guest collaborations on designs. The partnership signified a step forward in committing to ethical and sustainable garment manufacturing. The partnership had gained popularity amongst former First LadyMichelleObama.

Made in Kenya is an exclusive collaboration with ASOS. It is aimed to help Kenyan designers get their creations recognised and noticed by using their unique textiles. Because of this relationship, SOKO was able to develop from four to fifty employees in eight years. SOKO operates a stitching academy to help individuals improve their skills while also providing training and access to healthcare in the local community.

CULTURAL APPRECIATION

(ASOS,INTRODUCING:ASOSMADEinKENYASS18)

Supporting Kenya's small business manufacturers.

This new collection marks the brands first time collaborating with influencers during the designing proceed of the collection. It was important to highlight diversity and dynamism in African fashion.

The collection consists of brightly coloured, geometric, floral and fruity prints. Having, collaborated with young creatives to design some collections within the Made in Kenya range, in order to give the collection a ‘fresh spin’.

The collaboration has created over 30 items in total to shop from. The garments have created huge opportunities for small seamstresses and small manufactures, in this remote area in Kenya to showcase their work.

This collaboration represents an advancementtowardsreducingone of the country’s highest unemployedrates.SOKO'sprimary goal was to empower women by providing them with secure employment and a safe working environment.Thecollaborationalso empowers local small business designerstocreatebetterlivesfor themselves and their families, by beingpayedlivingwages.

The collection includes 18 distinct designs ranging from knitwear and denim to mini dresses. The collection includes patterns inspired by the local wildlife and plants. The collection also includes drawings produced by local primary school students. These garments were created by up-cycling dead stock textiles.

(Refinery29)

(ASOS, ASOS MADE in KENYA)

Dress Code: None

Asos‘sunisexclothingcollection

Launched in 2018, ASOS’s collusion collection was designed in collaboration with six other individuals. This collection was ethically produced, as well as being all- inclusive. They are known for being the brand that is for the coming of age. COLLUSION is shaped to appeal to the new generation, who are looking for differentiation in their style.

The collection name COLLUSION stands for collaboration, inclusivity and a collection for everyone. The Gen - Z brand hold an exclusive spot on ASOS’s website. Due to Gen - Z finding ways to offer sustainable goods at fast fashion prices. The brand has a strong mission statement which appeals to the next generation.

Unisex design and inclusive sizing is what makes COLLUSION a staple brand for many Gen -Z consumers. Ad the brand promotes sustainable manufacturing, affordable garments, body positivity and inclusivity in sizing, destructing gender constructs and many more; makes it an appealing brand for many consumers todaytoshopfrom.

Collusion puts emphasis on the difficult conversations that many known brands shy away from; such as race, gender, ethnicity and body positivity. Gen - Z collaborators thatworkonthecollection, stress the importance of having these conversation that create every single pieceoftheline.

TheNextGen:SustainablySourcedUnisexStyleforthe ConsciousConsumer

Thiscollectioniscompletelycruelty-freeandthecottonusedtoproducegarments issustainablyandresponsiblysourced.ThisrepresentationiscrutialtoCOLLUSIONS ethos. The brand is in the future looking to create an eco-conscious line that woke shopperscanshopwith.

(Vouge)

(ASOS, COLLUSION Unisex Football Shirt )

(ASOS,COLLUSIONXTAMMY)

DayInTheLifeOf ASmallBusiness Reseller.

Aresellerisapersonwhopurchasesneworpre-lovedproductsand sell them to create a profit. This can be done whilst operating via, onlineoroffline,onwebsitessuchasStockX,GOATandmanymore similarwebsites.Reselling,ishowCapitalCrepsoperatestheirsmall businesswhichisyettotakestormofthesneakerre-sellingmarket.

A typical day for Levi consists of traveling down into London, visiting stores he has been keeping an eye on - that stock the trainershebelieveswillbethenexttrend.Or is either trending at current time, and he has managedtogethishandsonthem.

After, he will most likely meet with clients to provide them with their purchases. The decisions to deliver to clients in person, comes with the intention to build a rapport with customers and build a connection with hisconsumers.

After arriving home Levi will take photos of the new stock he has purchased from that day, and prepare them to be listed on his instagram.

Throughout the day Levi will keep up to date onStock-xtoreviewwhatpricesfortrainers are at the time. As well as this engaging and making connections with fellow re-sellers on group chats online in order to learn and pick upontipsandtricks.

CapitalCreps; Meettheowner

Levi is a 19 year old fashion - sneaker re seller, based in Essex. Levi decided to pursue his dream of owning his own business in 2021, over three years ago just aged 16. Levi was inspired by his interest and his business minded ideologies to pursue his passions. His hobbies consists of traveling, going to the gym, parting and all things fashion and and shoes.

Whats new in ASOS this week...

Looking to spice up your office outfits? Looknofurther,ASOSnewinthisweekareservinglooks foryournewworksummerwardrobe. Lookcutewhilst beingprofessional,andkeepingitclassy.Withaffordable pricingelevateyourlooksthissummer.

Spoiler alert... Double denim is back! elevate your girl boss look with the new in ASOS DESIGN soft wide leg jean in

DESIGN relaxed revere shirt in cream basket weave’ - £28.00 Dress to impress this week, suited and booted at an exclusive price for limited time only shop

SPRING 2024

LOOKBOOK OFABUSINESS OWNER

AlloutfitscanbefoundonlineonASOS ScantheQR codebelowtoshop:

You have to believe in your product, and if you don't, you're not going to be successful - Tom Ford

Using ASOS’s garments, six outfits for six unique individual business owners has been created. Taking inspiration for different occupations.

START UP STORIES

Emma Chamberlain

Emma Chamberlain is a pioneering force in the world of social media and digital content creation. Rising to fame in 2017 through her YouTube channel, she quickly captivated audiences with her relatable and unfiltered approach to vlogging. Unlike many of her contemporaries, Emma's content is characterized by its raw, authentic style, blending humour, self-deprecation, and candidness in a way that resonates with millions of followers. Her influence extends beyond YouTube, as she has successfully ventured into podcasting, fashion, and business, launching her own coffee brand, Chamberlain Coffee. Emma's unique voice and creativity have made her a cultural icon among Gen Z, redefining what it means to be a digital creator in the 21st century.

Emma's love for coffee was well-known among her followers, as it was a recurring theme in her content. In 2019, she capitalized on this by launching Chamberlain Coffee, a brand that emphasizes quality, sustainability, and ethical sourcing. The brand initially offered coffee bags designed for at-home brewing but has since expanded to include various coffee-related products. Emma was deeply involved in the development process, from the branding to the flavour profiles, ensuring that the product reflected her personal taste and values.

Matilda

Djerf

Matilda Djerf is a Swedish fashion influencer, model, and entrepreneur who has become a prominent figure in the global fashion industry. Known for her effortless, chic style and sun-kissed, Scandinavian aesthetic, Matilda first gained popularity on Instagram, where her carefully curated feed quickly attracted a large following. Matilda Djerf created Djerf Avenue by channelling her passion for fashion and her style into a brand that reflects her values of timelessness, sustainability, and inclusivity. In 2019, Matilda, alongside her partner Rasmus Johansson, launched Djerf Avenue. The brand started with a small collection of basics, all designed to be wardrobe staples. From the beginning, Matilda was deeply involved in every aspect of the business, from design and production to marketing and branding. She ensured that the brand adhered to her ethical values, prioritizing sustainable materials and transparent manufacturing processes. Matilda noticed a gap in the market for high-quality, timeless pieces that could be worn year-round, regardless of trends. She wanted to create clothing that embodied her personal style— effortless, versatile, and sustainable. This vision became the foundation of Djerf Avenue.

2025 Colour Analysis

The five Colours that will define the fashion trends in Autumn Winter 2025 2026 are ...

Celestial Yellow

A bright and optimistic yellow evokes the sun and the stars. This color represents hope, positivity, curiosity, and exploration. It also connects to the growing interest in astrology and spirituality.

Retro Blue

A classic and reliable blue that evokes stability, comfort, nostalgia, and heritage. It's connected to the increasing appreciation of vintage and retro styles and can help us feel grounded.

Cherry Lacquer

A deep and sensual red that evokes the night and the senses. This colour represents escapism and indulgence, as well as passion and emotion. It also connects to the growing need for self-care and wellness.

Neon Flare

This color represents urgency and activism, as well as innovation and disruption. It also connects to the rising awareness of the climate crisis and the social issues, as well as the rapid development of technology and artificial intelligence.

Future Dusk

A dark and mysterious purple that evokes dusk and dawn. This color represents transformation and renewal, as well as mystery and magic. It also connects to the shifting boundaries between the physical and the digital, the natural and the artificial, the real and the virtual. Future Dusk is a color that can help us adapt and evolve, as well as explore and discover.

2025 Fashion Insights Lifestyle Trend: Return of Disco

Seeking escapism: consumers looking for a break from the harshness of reality are turning to the community and inclusiveness that disco has historically offered.

Aesthetic inspiration: dopamine dressing gets pushed to the next level with beauty, fashion and interior products and campaigns that feature bright colours, sequins and exposed skin.

Pop-culture influence: from documentaries to new music to theatre, a nod to the days of disco is permeating the cultural zeitgeist.

Many key themes of disco focus on escapism, arising during times of economic and social change. In 2023, people are seeking a "mental break" through disco and embracing nightlife events.

In the context of nightlife, hedonism, and social interactions, view it as a chance to relax and unwind. As stated in the Consumer Emotional States 2023 report, a significant number of adults in the US and Brazil, 87% and 86% respectively, are experiencing emotional overwhelm during the current multi-crisis situation. (WGSN)

Future of Fashion Education

The pace of change in fashion is placing a spotlight on the need for education that reflects the challenges and opportunities of the times

Strategies to double down on inclusion :

Adopt a vuja de mindset (seeing things with fresh perspectives) and create projects and initiatives that break down archaic systems and help young people learn to embrace people from all walks of life in fashion Fashion institutions must ensure their curriculums match the current needs of the market. Be the bridge for students to learn how to design for all people (sizes and abilities) to ensure they bring those skills to market

Brands must pay attention to vocational pre-college programmes as well. Look to the High School of Fashion Industries in New York, which, for the first time, held its senior showcase (which is an incubator of rising top talent in the city) in a public setting in Chelsea in May 2023 Brands can develop contests that incentivise participation and inspire new ways of working and designing that centre people on the fringes. Adopt hard-care strategies and crip time to ensure everyone feels included

The ASOS circular design collection

The Circular Economy

The circular economy offers an alternative to the traditional linear economy of take, make, and waste. In a circular economy, resources are used and circulated for as long as possible. This involves initiatives such as reuse, repair, remanufacture, and recycling.

Circular Design

The products in ASOS' Circular Design Collection are not considered "circular products." Instead, they are designed with specific circular design techniques in mind. It's important to note that these design techniques don't cover all aspects or parts of the product's lifecycle. As a result, they are not supported by a full lifecycle assessment.

To create the collection, ASOS defined eight bespoke design principles:

1. Zero-waste design: Using zero-waste design pattern cutting methods to ensure we’re using all the fabric in the most efficient way possible, so nothing goes to waste.

2. Minimised waste: Using design methods and manufacturing techniques that minimise waste.

3. Recycled input: Selecting materials with a recycled input to lower the impact of our materials and to drive uptake of recycled materials within the fashion industry

4. Durability: Selecting materials and using construction methods that will allow the product to endure wear and care, so you can love your products for longer.

5. Versatility: Designing products that can adapt to trends and purposes and can be styled in multiple ways.

6. Mono-material: Using the same recyclable material throughout the product. This means designing the product so that its main fabrications can be easily recycled when you’re done with it.

7. Disassembly: Designing products that can be easily taken apart at the end of their life, which makes it easier to reuse or recycle.

8. Upcycle: Using design techniques and product modifications to remanufacture and upcycle

ASOS influencer marketing

ASOS, a British online fashion retailer, has successfully navigated the ever-changing landscape of fashion retail, in part by leveraging the power of influencers. The fastpaced trendy fashion brand uses influencers as their maim marketing strategy and it’s safe to say it is greatly successful!

Influencers have become a pivotal role in ASOS’s marketing, as a brand ASOS have successfully acknowledged the use and success of marketing through social media. ASOS have partnered with a wide range of influencers such as, Delilah Belle Hamlin, Madeline Argy and many more. Influencers that ASOS regularly work with range from mega-influencers with millions of followers to micro-influencers who have smaller, but highly engaged, audiences.

There are a wide range of benefits for ASOS from using influencer marketing. These include: enhanced brand visibility, increased trust and credibility, boosted sales and conversions and feedback and insights. Influencers are trusted by their followers. When they endorse ASOS, it leads credibility to the brand and can significantly influence purchasing decisions. By partnering with influencers who have large, engaging followers, ASOS is able to reach a broader audience! Each time an influencer posts about ASOS, they expose the brand to thousands, if not millions, of potential customers.

The future for ASOS influencer marketing

As influencer marketing continues to evolve, so too will ASOS’s strategies. The rise of new social media platforms and the growing demand for inclusivity and diversity will all shape the future in how ASOS works with influencers in the future. Influencer marketing is greatly successful and is only set to continue and if not expand further.

Influencers have become a pivotal part of ASOS’s marketing, helping the brand stay relevant and connected with its target audience. By choosing the correct partners, authenticating content creation, and engaging with followers across platforms, ASOS has successfully leveraged the power of influencers to build a strong, dynamic brand presence in the fashion industry. As the digital landscape continues to change, ASOS’s ability to innovate in the influencer marketing space will be key to its ongoing success.

ASOs digital innovation ASOs digital innovation

In the rapidly evolving world of fashion retail, ASOS have emerged to always stay on top - with constantly setting new standards of innovative approaches to digital e-commerce. Since the brand was founded in the early 2000’s, the fashion retailer has constantly pushed boundaries in the digital world. This article will highlight how ASOS has successfull shown their digital innovation and how it benefits the brand today!

ASOS's success is situated in its digital-first strategy, which prioritizes innovation and friendliness for the user. Asos have shown that they recognised the potential of e-commerce early on, fashion-forward, tech infused audience. ASOS continually enhances its website and mobile app, introducing features that elevate the shopping experience and set trends in the digital retail space.

Personalization and AI Integration

ASOS has used the power of artificial intelligence to personalize the shopping experience. ASOS Utilise a customer's browsing history, previous purchases, and current fashion trends, the platform provides personalised product recommendations. The "Fit Assistant," helps customers in finding the perfect size based on their body measurements, past purchases, and customer reviews. This is done so that it ultimately reduces return rates and improving overall satisfaction!

Visual Search and Augmented Reality

Innovating in visual search, ASOS's app enables users to upload outfit or item photos, allowing the platform to find similar products in its extensive catalog. This feature aligns with the growing trend of visual content consumption. This is simplifying the product discovery process for customers - making it quicker and easier for the customer to purchase.

Sustainability and Tech-Driven Transparency:

In response to growing consumer demand for sustainable fashion, ASOS has leveraged technology to promote transparency in their supply chain. ASOS has introduced a "Responsible Edit," which allows customers to easily find and purchase items that meet ethical or sustainability criteria, such as being made from recycled materials or produced in sustainable factories. Additionally, ASOS uses digital tools to provide information about the sustainability of its products. By scanning a QR code or clicking on a product’s sustainability badge, customers can access information about the materials used, the manufacturing process, and the environmental impact of their purchase. This type of transparency not only builds trust with customers but also shares ASOS’s values of its increasingly ecoconscious audience.

Seamless Omnichannel Experience: ASOS understands that customers today want a seamless experience across all digital aspects of a brand. To meet this demand, ASOS has invested in creating a consistent multi-channeled experience. Wether it’s shopping on the ASOS website, mobile app, or social media channels, ASOS make it easy access to customer service.

The ASOS mobile app is a key component of this strategy. It offers a user-friendly interface, quick loading times, and features like push notifications and app-exclusive discounts. The app also integrates social media functionalities, enabling users to share their favorite looks or recent purchases with friends directly from the platform, further blurring the lines between shopping and social networking.

The Future of ASOS in Digital Retail

Delving into the future, ASOS is not set to slow down its digital innovation. ASOS is continuously delves into new technologies to enhance the platform, from further advancements. ASOS is also set to expand its use of data analytics to gain deeper insights into customer behavior, this will allow even more personalized shopping experiences.

The rise of social media also presents another exciting avenue for ASOS. As platforms like Instagram and TikTok continue to integrate shopping features, ASOS is well-positioned to capitalize on this trend, given its already strong presence on these channels. Social media has been massively successful for the brand in previous years and is only set to continue.

ASOS’s success is a testament to its commitment to digital innovation. ASOS is consistently embracing new technologies and staying at the forefront of industry trends. ASOS has not only redefined the online shopping experience but they have also set new successes for the online fashion retail market. Due to the digital landscape continuing to evolve, ASOS remains ready to meet the needs of the next generation of consumers with new solutions and forward thinking approach to retail.