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ASOS encourages self-expression with latest marketing campaign

Lauretta Roberts
19 September 2018

ASOS has unveiled its latest marketing campaign which encourages customers to explore every facet of their personal style and identity as the AW18 season gets underway.

Launched this week in the UK, US, France, Italy, Netherlands and Sweden, the “My style is never done” campaign will run for four weeks across social channels including Facebook, Instagram, YouTube, and Snapchat.

It stars model-of-the-moment Jazzelle Zanaughtti and dramatises the idea of limitless self-expression through a series of diverse personas and alter-egos that make up the model's unique personal style.

Zanaughtti collaborated with the young-fashion etailer on the campaign – created in-house and directed by Terence Neale and produced by Park Pictures – which recalls many of her personal experiences such as her time as a ballet student.

Yale Varty, Marketing Director at ASOS, explained:  “We want this campaign to inspire our customers to explore everything that makes them, them – from the simple to the bold, and the fashion that enables it.”

The ASOS site sells 85,000 branded and own label products and in June of this year alone it attracted 180 million visits. Overall the business boasts 18 million active customers of which 5.4 million are based in the UK.

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