FBT Graduate Showcase 2026

Fashion Project: Revolutionising ASOS: A Strategic Brand Evolution

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Alice Bailey
Charlotte Clay
Charlotte Ettrick
Ines Kenwood
Milah Stott

Keywords

  • Refocus
  • Innovative
  • Considered

Summary

In previous years, ASOS were renowned for their effective e-commerce model. They were one of the first fashion brands to capitalise on celebrity and influencer culture. ’As Seen On Screen’ (ASOS) successfully emulated a-list looks and made them accessible for the mass market.

However, the brand have lost desirability due to a confusing product offering and a gap between new consumer motivations and brand operations.

The strategic brand development report details a proposed new mission statement of: “Empowering style. Enhancing sustainability. ASOS: Where trends meet responsibility, setting the standard as the number one choice for fashion-loving Gen-Z.” (Authors Own, 2024).