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Asos expands publishing arm through technology


Online fashion house will tomorrow launch its first iPad application giving consumers free access to the e-retailer’s magazine.

The new technology, which will allow readers to access articles and view products as well as becoming another sales channel, will be marketed across all parts of Asos’s business to its 15 million-strong global customer base.

Containing 360-degree product views and various music and video content, the app represents a new way for Asos to interact with its growing customer base and coincides with the redesign of the internet trader’s paper-based magazine.

Asos CEO Nick Robertson was keen to emphasise that the level of technological development that went into the app means it does not just represent an online version of the print publication.

“Refreshingly it delivers unique and compelling tablet-based experiences all of its own and is free to download,” he explained.

“We’re also working on additional mobile developments in the next few months, resulting in Android and Playbook versions in time for the Christmas market and menswear focused tip-ons. Asos is opening its doors to global brands to benefit from the same seamless experience.”

Retailers are increasingly venturing into publishing, with in-house magazines from Tesco, Asda, Sainsbury’s and Morrisons all making the top ten of customer publishing magazines in terms of circulation last year, according to Audit Bureau of Circulation figures.

Meanwhile department store group John Lewis unveiled a new online fashion magazine in April this year, and electricals retailer Best Buy last month launched Lovetech, a publication showcasing new products and containing articles related to the sector in which it operates.

Asos is also using its magazine to inform customers of the latest developments within its sector, as well as providing advice and fashion tips that boost engagement with its brand.

Melissa Dick, Head of Editorial at Asos, said: “Our September issue redesign offers a new look and feel that’s in-sync with and all channels.

“There’s more style advice from Asos, bloggers, writers, musicians, new faces and real girls than ever before, and we continue to champion new talent.”

Published on Thursday 04 August by Editorial Assistant

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