ASOS' fashion business tips
A group of more than 30 budding fashionistas came together to grill ASOS and ASOS Marketplace buyers, visual merchandisers and PRs to find out what they look for in designers. Here’s what they had to say:
- Tell a story: If you’ve got a brand with a story to tell, don’t be afraid to contact a buyer directly. But, make sure you know your product inside out. In this industry, people remember names. You only get one chance to make a good first impression.
- It’s the product that counts: Did you know that ASOS reads every single email it receives? Don’t worry about subject lines; your product speaks for itself.
- Be confident: If buyers sense doubt they’ll lose interest. It’s down to you to share your vision.
- A good image goes far: A good picture is more likely to get you noticed. Sometimes, it’s just as important to invest in good content as it is your product.
- Get on Instagram: If you don’t have an account for your business, get one. Some of the best designers post their creations using the #OOTD hashtag (outfit of the day). Instagram is also scanned by fashion companies daily, so it’s a good way to get spotted.
- Are your social media channels up to date? When fashion companies do their research they check to see what reaction your products are creating online. Start tweeting today!
- Think outside the box: Collection launches can be pricey, but Google Hangouts are a great way to connect with more people, effectively.
- Give customers a reason to visit: Think about what you can do to ensure people visit your site, even if they’re not after clothes or accessories. Can you introduce a blog or news feed?
- How is your website structured? Avoid having the most expensive items at the top of the shopping page to avoid pricing customers out on their first look.
- Incentivise: 10% off is a small gesture that goes a long way and keeps people coming back for more.
- Get people talking: Celebrity endorsements are helpful for businesses but it’s not the be all and end all. Why not target relevant bloggers instead?