MOODBOARD

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TRENDBOARD

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RANGEPLAN

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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.

LAUNCH EVENT

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WEBSITEEXPERIENCE

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#WHATSYOUREDGEWin the ticket to Launch Event >

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LAUNCH EVENT