UK based digital retailer ASOS has launched an entire summer collection this week tailored exclusively to our Australian market.
Image: Asos Midi Dress from new ‘In Your World’ collection.
After a lifetime of Australia always being behind when it comes to international fashion, we’re now ahead of the pack when it comes to ASOS.
The online retailer’s exciting Australian ‘In Your World’ collection is one of its kind, marking ASOS’ first customised line for a market outside the UK.
We shop the new collection now at ASOS.com/AU which caters to our southern hemisphere summer, while the rest of the world heading into winter right now will have to wait until it becomes available four months down the track.
Image: Asos Mono Print Dress from ‘In Your World’ collection.
ASOS CEO, Nick Robertson says this exclusive collection is a way to “engage directly with our Australian consumers.”
It’s a smart move by the global online retailer considering Australia is the largest market for ASOS outside the UK, shipping 24,200 kilos of clothing every week.
The Oz-only collection follows ASOS’ launch of their exclusive Australian site in September last year.
“Our sales continue to grow in Australia alongside a more dedicated service which is based on listening to what our customers want and need; they are shopping the global product offer from an Australian site which continues to become more tailored and relevant to their fashion needs and we can see that this is improving sales conversion,” Robertson said.
The new collection features an array of floral and retro prints, lace detailing, chambray denim designs, flatform shoes and embellished high-waisted swimwear, perfect for those long hot days by the beach.
Image: Asos embellished high-waisted bikini from ‘In Your World’ collection.
To celebrate the release of this exclusive ‘In Your World’ collection, ASOS will be holding three fashion shows at the Sydney Opera House Marquee tomorrow – Wednesday October 10 at 6.30pm, 7.45pm and 9pm.
