Online fashion retailer ASOS has appointed Rina Lipa to a newly created role, Style Dilemma Director, tasked with helping shoppers assemble complete, ready-to-wear outfits rather than leaving them to piece looks together item by item. The appointment reflects a broader shift in online fashion retail toward curated, occasion-specific styling as competition for shoppers’ attention intensifies.
Alongside the appointment, ASOS is launching a new shoppable microsite called “What to wear to…?”, designed to walk customers through outfit choices for a range of situations rather than presenting products in isolation. The site’s first edit includes 50 complete looks for both men and women, spanning occasions such as weddings, holidays, festivals, city breaks and last-minute plans.
The move is a direct response to internal research from ASOS, which found that 92 percent of UK online fashion shoppers between the ages of 18 and 35 said they wanted complete outfits styled for them rather than having to build looks from scratch. That finding pointed to a clear gap between how customers wanted to shop and how most online retailers, including ASOS itself, had traditionally presented their products.
With Lipa now in place and the new microsite live, ASOS is positioning itself to capture shoppers who might otherwise abandon a purchase out of indecision over how to style an item. The company is betting that removing the guesswork from getting dressed for specific occasions will translate into stronger engagement and loyalty among its core younger shopper base, an approach that, if successful, could see other fashion retailers move to introduce similar curated styling services of their own.
Source: fibre2fashion.com