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Britain-based online retailer ASOS follows up their mag's October cover featuring Lena Dunham with some more big names that carry some serious fashion and cultural cred: British singer-songwriter Ellie Goulding, American rapper and fashion darling Azealia Banks, and model-of-the-moment Charlotte Free. Each will have a 90-second look book film for the ASOS Christmas Campaign, which will debut in November.
In addition, Free and Banks will cover the the online high street emporium's super savvy branding tool, the editorial/advertorial hybrid publication, for the December and January editions, respectively. And in an multi-channel blitzkrieg, each will be featured on the ASOS site with "interviews, fashion and beauty tips, gift guides, playlists and product edits," along with, of course, a shoppable video and editorial spread.
By tapping some of the most relevant names in the industry then dispensing them across so many media outlets, ASOS shows no sign of slowing down their successful branding efforts. As a look at retail brands-as-publishers in the Gaurdian points out, ASOS is killing it in the marketing department for that reason:
Some of the successful brands today—just look at the rise and rise of ASOS—recognise that the way to take centre ground in the lives of their customers is through great content, i.e. 'owned' media, and not advertising.Yup, Azealia Banks interviews/fashion spreads is the best content. Branding accepted.
Now on to the teaser video:
· ASOS Announce Azealia Banks, Ellie Goulding And Charlotte Free As The Faces Of Christmas Campaign [Grazia]
· The Racked 38 Summer/Fall Edition: Thoughts Requested [Racked]
· ASOS Curve Fall Collection Has Landed and It's All Leather Touches and Rich Tones [Racked]