We’re hugely proud of our own-buy collection. Completely exclusive to ASOS, designed at our London HQ, it has a massive following and keeps our customers coming back for more.
We focus on newness – it’s about discovering that trend before anyone else, sourcing the perfect fabric or print, making sure it’s cut and manufactured to a super-high standard, then styling it up in the most creative, fashion-forward ways. We have ASOS-only edits on our site and new product is available all the time. In fact, we know how fast fashion moves, so our product is changing constantly, rather than sitting there all season.
We’re now developing unisex product and shooting it on both men and women, as we recognise the increasing importance our 20-something customers put on individuality and gender-neutrality. We believe fashion should be available for everyone and our own-buy specialist ranges – Curve, Tall, Petite, Maternity and soon a big and tall range for menswear – are loved by our customers.
Find out more.
|51,000 Own-buy styles produced per year.
||60% Of our product offering can only be found on ASOS (own-brand and exclusives).
||85,000 Menswear T-shirt units sold per week.
|300,000 Dresses sold each week.
||61 People in the ASOS design team.
||6 weeks The time it takes a product to go from sketch to site.
Our designers don’t have an off-switch. They’re always on, always thinking about the next thing, whether they’re being inspired by music, film, exhibitions, cultural events… In the past, customers would have to wait weeks to see the latest trends. Social media has completely changed this. Our customer is now super-savvy – they know exactly what they want to wear and they pretty much want to wear it right now.
Womenswear Design Director, ASOS
It’s all about inspiration
We approach everything we do – whether that’s the design of a product page, the embellishment on a wedding dress or the look and feel of a photoshoot – with open minds, innovative thinking and creative attitudes.
But it’s not just about what we think – we want to put creativity into the hands of the customer, too.
Our aim is to create a community of like-minded people, styling up ASOS buys for their real lives and sharing their inspiration with others. Initiatives like our ASOS Insiders and #AsSeenOnMe are helping us on the way to this goal.
The best example of us really being our customers is ASOS Insiders. Stylish 20-somethings who work for ASOS, they show off their latest ASOS buys on Instagram and offer styling tips to our community of global followers. Whether it’s Paloma working our Curve product in the US or Jono styling up surf-and-skate vibes in Australia, they reach a global community of fashion lovers, daily.
|25 ASOS Insiders across all markets.
||1,127,223 Total amount of people who follow the ASOS Insiders.
|17,880,228 The total amount of engagements Insiders add to the brand.
Check out the ASOS Insiders.