UK-based shopaholics will be well aware of ASOS.com and their ever-expanding range of fashion outfits. The online store attracts over 8 million unique visitors a month and, as of 30th April 2010, had 3.7 million registered users and 1.6 million active customers (who have shopped in the last six months).
The community sits alongside the various fashion sections, and is increasingly popular with new fashion bloggers and trend fans.
What is it?
ASOS Life was launched in 2009, bringing together their social media, customer service and fashion blogs in one place. Visitors can create their own blogs, chat fashion and life in the forums and offer their own suggestions to the retail giant.
Who’s it for?
Predominantly women aged 16 – 34.
Number of employees in the community:
ASOS has 55 employees dedicated to running the community and various Twitter accounts (including the ).
Countries:
The retail side of ASOS.com is UK-based and mainly ships within the UK. However, they are able to ship worldwide. Plans are in the pipeline to launch ASOS USA, France and Germany.
Key features:
- Create and write your own fashion blog, including media uploads
- Discuss fashion with other forum members and request stock information from ASOS employees
- Submit suggestions for all ASOS services
- Integrated with Twitter and Facebook
What people are saying:
It’s built a bespoke social community called “ASOS Life,” which now counts more than 1 million devotees. All this dedication to community building has paid off in two interesting metrics: sales and social media following, which we think could be directly linked.
ASOS Life is a great example of how organisations can exploit online communities to extend their brand beyond their core operation or remit – in this case the traditional online retail model.
Where once ASOS followed, now it leads. From emulating celebrity fashion, it has come so far that it is now actually setting celebrity fashion trends. ASOS own-label creations are now worn by celebrities from Rihanna to Kate Hudson. At the current rate of growth, we will be living in the People’s Republic of ASOS by 2020.
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