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ASOS closes its trailblazing magazine

Lauretta Roberts
23 October 2019

ASOS has closed its trailblazing customer magazine after 12 years with the autumn edition just published to be its last.

The title was launched in 2007 in monthly frequency and went on to become one of the widest circulated fashion publications. It was seen as a ground-breaking move at launch and spearheaded the merger of content with commerce.

Latterly the publication was reduced in frequency to quarterly and it was sent free of charge to members of its ASOS Premier membership, which offered those customers free next-day delivery on all orders for a price of £9.95 a year.

In February 2018, the magazine celebrated its 100th issue and had an audience of 700,000 readers across the UK, France, Germany and the US (by comparison British Vogue has a circulation of 192,000). The online retailer said it was now focusing on digital first and social content to reach its 20-something consumer base.

The move comes shortly after the British print edition women's fashion and lifestyle magazine Marie Claire was closed, and Conde Nast moved to a digital first strategy for Glamour which now only appears in print twice a year.

ASOS is under pressure to cut its costs after it revealed that profits had plummeted 68% to £33.1 million in the year to 31 August 2019. However sales were up 13% to £2.73bn.

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