We're exploring new ways to help customers discover, shop and stay connected with the brands they love.
Over the last few months, the Personalisation team has been testing a series of new brand experiences across our iOS app. While many of these features are currently being seen by around 50% of iOS customers as part of our experimentation programme, together they represent an important step towards a more personalised ASOS.
- 📌 700+ brands can now be followed on ASOS
- ❤️ Nearly 600 brands already have customers following them today
- 🖼️ 24 Brand Pages now feature enhanced hero experiences, with many more on the way
- 🚀 Our ambition is to scale rich Brand Page experiences across 100% of eligible brands through a new Brand Page tool currently being trialled
What we're testing
For many customers, shopping starts with a favourite brand. Whether it's adidas, Topshop, New Balance or Mango, brand loyalty plays a huge role in how people browse and buy. Until now, however, keeping up with those brands hasn't always been easy.
That's changing.
Customers can now:
• Follow brands directly from Brand Pages
• Discover fresh arrivals from followed brands on the homepage
• Search and filter by their favourite brands
• Move seamlessly from product pages into brand experiences
Together, these experiences make it easier for customers to build a shopping journey around the brands they already love.
Every follow helps us better understand what customers are interested in, allowing us to create more relevant, personalised experiences across ASOS.
What's next
Follow Brands is just the beginning.
We're evolving Brand Pages from simple product listings into richer, more immersive destinations that help customers connect with the brands they care about most.
Notifications and email experiences are already on the horizon. Longer term, we're building towards a broader Shop-in-Shop vision, where customers can discover, follow and engage with brands in a much deeper way across ASOS.
We're still early in the journey, but we're excited by what we're learning and the role brands can play in creating a more personal shopping experience.
And if you're on iOS, keep an eye out — you might already be seeing some of these experiences in the app ✨