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BRAND CONCEPT
ASOS EDGE responds to trends as they emerge. The concept enables consumers to experiment with on-trend high fashion combined with street-style.
The new, slightly higher pricing provides a ‘premium’ experience for the ASOS consumer; it showcases
the quality of the designs and materials, while still maintaining an attainable price point.
The A/W’ 17 range capitalises on the up-and-coming metallic trend, underlined with a gritty vibe.
EDGE delivers brave statement pieces designed to empower women to be confident in their style.
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MARKET INSIGHT
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FOCUS GROUP
SECONDARY RESEARCH
QUESTIONNAIRE
QUESTIONNAIRE
89%
81%
57%
were attracted by ‘Day-to-Night’ concept
would purchase from a ‘Day-to-Night’ collection
describe their style as ‘Edgy’
6 out of 7
26%
28%
take style inspirationfrom Instagram
value innovative design features
Women will spend an extra £174 on clothing from 2016-2021 - Verdict 2016
Sophisticated embellishments, with… metallic fabric agains a base of deep shades. - WGSN 2016
“...when the product, branding… are right, women may be willing to look beyond the price” – Mintel 2016
value high quality
“I can see myself in this line”
“I am willing to spend more if the quality is good.”
“When it comes to clothing, I don’t want to shock but I want to be noticed.”
“The Met Gala was filled with metallics; you can tell it’s going to be a huge hit”
WIN THE TICKET TO
LAUNCH EVENT
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Upload a picture of your most edgy outfit
Let us know what makes you edgy in the caption
Hashtag #WHATSYOUREDGE
and #ASOSEDGE
Post the photo to Instagram, Facebook
and Twitter
COMMUNICATION PLAN
MAIN TARGETED CHANNELS
PACKAGING MEDIA KITCOMPETITION
LOGO STICKERCOLOUR PALETTEBRAND STORY
LOOKBOOK
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BRAND STORYThe A/W’17 line has an extremely ‘gritty’ outlook to it - the range
almost seems rebellious in its nature, as it strives to fight past societal norms such as overtly feminine fashion for women and subdued or
pastel colours as a staple. EDGE gives the ‘ASOS girl’ that extra ‘oompf ’ when wearing one of the pieces. It gives customers the opportunity to bridge the gap between high fashion and street style trends. Through the wearable colour schemes and comfortable materials, the clothing can be worn everyday, day to night – through the combination of the ‘grunge’ and ‘futuristic’ looks. We were able to create a range that is
extremely on trend; something that truly matches the characteristics of the ASOS consumer. The slightly higher price point provides a new, ‘premium’ experience that showcases the quality of what they’re paying
for, due to the upscale designs and materials, whilst still maintaining an attainable price.