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New ASOS Gen-Z label COLLUSION smashes sales targets

Marcus Jaye
20 February 2019

The in-house ASOS Gen-Z label designed by Gen-Z, COLLUSION, has exceeded all sales expectations. Launched in October 2018, the unisex brand, with its own separate website, has sold more than three times its original sales target.

ASOS states consumer awareness, marketing strategy, divisive influencer and press seeding and product/story placement have all been driving forces that have contributed to COLLUSION’s success.

COLLUSION has clearly struck a chord with the next generation of consumers born between 1995 and 2010. The first 200-piece, animal-free collection was shaped and "focused" thanks to six creative Gen-Z collaborators.

The website allows for navigation by product category, style or mood, rather than by men’s or women’s, with sizes going up to a 6XL and keenly priced at £5 for jersey basics to £70 for statement outerwear.

A fourth drop, twelve-piece, limited-edition collection, called “Everyone Together” is being released on 25 February, 2019.

Celebrating the revolution of club culture through a mixture of neon colours, reflective fabrics, metallics and tie-dye, “Everyone Together” is a nostalgic collection in a nod to the cultural movement that celebrated “one love”.

Individuality, music and the freedom of expression and a sense of togetherness, COLLUSION went to its Gen-Z community to inspire this collection, engaging them to vote via Instagram polls for what they wanted to see next. The poll revealed that club culture is what resonates with today’s youth, with nightlife, music and fashion being a key ethos for Gen-Z.

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