ASOS has unveiled the ad campaign and collection for its new own-brand label Collusion* which targets Gen-Z consumers, the first tranche of whom are turning 18 this year.
The collection has been created in collaboration with a group of Gen-Z stylists, artists, activists and students and embraces the themes that are most important to this new generation, which is defined as those born in the year 2000 and after.
Collusion* is a gender-fluid, ethically sourced, size-inclusive and animal-free line, which has its own website at Collusion.com (though customers are driven to ASOS.com to complete purchases), and it has been launched with a film charting what it feels like for 100 young people across the country who turn 18 this year.
Emerging London-based filmmaker Dan Emmerson created the film which offers a unique portrait of Britain’s youth during over its six-minute duration.
The Collusion* line will continue to be created with a rotating panel of Gen-Z influencers in partnership with ASOS designers and takes the online giant into a new, younger demographic. ASOS has built its success on nailing the millennial consumers (roughly the 18-35 year old age group) with a particular focus on 20-somethings.
This latest move will help future-proof its business and position it well with Gen-Z consumers, who display marked differences in behaviour and taste from millennials. Gen-Z is the first fully digitally native generation and they are known to be less responsive to advertising than older consumers, are less price sensitive, more entrepreneurial, more self-starting and more driven by individuality. They also see themselves – thanks to having always been digitally connected – as true global citizens.