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ASOS launches new womenswear label, As You

Tom Shearsmith
26 October 2020

Online fashion retailer ASOS has today announced the launch of new-to-market womenswear label As You, which has been designed to "reflect the reality" of how its young customers are living their lives right now.

 The company said the standalone brand “is a collection designed with Gen Me in mind”, brought to life by a team of young creatives who "live and breathe the life of the glam customer".

The new label is yet another exclusive brand in ASOS' successful portfolio, which includes Asos 4505, Collusion, and Reclaimed Vintage.

The initial line-up of over 100 pieces comprises of "everything the customer needs to stand out every day, night, and everything in-between." The new label will offer items including low-priced eveningwear and casual mix-and-match sweats - targeting all ends of current fashion trends.

The new line, which will be priced between £8 and £28, is a response to the impact of the pandemic on ASOS’ core customers.

Nikki Tattersall, Womenswear Buying Director at ASOS, says: “We are excited to launch this new brand that responds to our younger customers and gives them a new way of showing their confident style. Our focus has been to create a versatile collection that encapsulates both on and off duty glam, reflecting the reality of how our customers are living their lives right now.

Earlier this month, ASOS reported it has seen annual profits more than quadruple thanks to cost-cutting action and as customers returned fewer items amid the pandemic.

The firm reported pre-tax profits of £142.1 million for the year to 31 August, up 329% from £33.1 million a year earlier, as sales jumped 19% including 18% growth in the UK.

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