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Brief Published: 18 Nov 2013

Retailer to Media Brand: Asos News Channel


UK based multi-brand e-tailer Asos is planning to tighten its grip on the fashion sector with the launch of a daily news channel spotlighting the latest from the worlds of fashion, beauty, music and celebrity gossip. Dubbed This Just Happened, the channel will be featured on the women’s homepage of the site, targeting the brand’s predominantly young female audience.

A dedicated editorial team, directed by Melissa Dick (currently head of women’s content at Asos), will publish content such as fashion news and beauty tutorials seven days a week. Firmly aligning itself with its target audience, it will also highlight content that’s trending on social media sites Twitter and Instagram (always youth-oriented and largely with a fun factor – think onesies or selfies with dogs).

All fashion and beauty featured will be shoppable, with a ‘Shop the Story’ section after each article showcasing a selection of relevant Asos products (for more on this, see the Shoppable Content: Publishing section of the Anywhere Retail Industry Trend). In a bid to ensure total credibility as a media channel, This Just Happened will also report on products from other retailers that are not sold on the site.

Asos had already bridged the content/commerce gap by successfully melding retail and publishing; its 2011 magazine became an interactive mobile-based publication called FashionUp in 2012. However, This Just Happened is an early example of a movement that is likely to see retailers take on a larger role as cross-channel media brands.

For more on this, see the Shop the Hype section of Catwalk to Closet in our Anywhere Retailing Industry Trend, Future of Branded Content and Evolution of Magazines