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This is ASOS's 2020 Full Year Results Report where I found their key priorities for 2021 and key financials for 2020 - I found these really useful when writing my brand summary.

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This is an article by Fashion United on ASOS's AI and augmented reality tools - which I found really useful when writing my brand summary.

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Online retailer Asos is trailing an augmented reality tool, 'See My Fit', developed in partnership with Israeli AR company Zeekit that offers customers a simulated view of a product in different sizes and on different body types.

The aim of the AR tool is to help Asos customers "make more informed purchasing decisions" explained the online retailer, as it shows how products look on models that "more closely reflect individual customers".

Asos uses latest AR technology to find consumers perfect

Tim Carey, senior content manager at Asos Studios, said in a statement: "With this trial of See My Fit, we're using the latest in AR technology to put the power in our customers' hands, so they can choose to view a dress on the model that they most identify with, in a way that wouldn't be possible using traditional model-shooting techniques."

The technology is easy to use, consumers just need to click the 'See My Fit' button on one of the 800 dresses involved in the trial on desktop and mobile, they will then be able to view that dress on a range of 16 models in sizes 4 to 18, with Asos adding that additional models, reflecting a greater range of body types to match the full width of sizing available, would be introduced in any final product launch for 'See My Fit'.

When a customer selects a model, 'See My Fit' digitally maps the product onto that model in a realistic way, taking account of the size, cut and fit of each individual garment. The resulting images appear similar to real photographs.

Yael Vizel, chief executive of Zeekit, added: Together with Asos, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers. With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love."

Asos will be the first retailer in Europe to trial the technology and follows a small earlier test by Asos using Zeekit's technology in 2018, which automatically displayed products on up to four different models.

In 2018, Asos introduced Fit Assistant, which uses machine learning to deliver personalised sizing recommendations for Asos customers. In June 2019, Asos tested Virtual Catwalk, an AR experience that allows shoppers to view models as if they are walking in the room with them.

Image: courtesy of Asos

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Asos trials augmented reality 'See My Fit' tool

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Online retailer Asos is trailing an augmented reality tool, 'See My Fit', developed in partnership with Israeli AR company Zeekit that offers customers a simulated view of a product in different sizes and on different body types. The aim of

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This is an article by The Guardian on the history of ASOS - which I found really useful when writing my brand summary.

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Asos launched in 2000 with the name As Seen on Screen, selling a plethora of goods and fashion sported by celebrities in films and on TV.

Founded in London by Nick Robertson, the great-grandson of the eponymous founder of the suit retailer Austin Reed, and Quentin Griffiths, its first products ranged from a pestle and mortar used by Jamie Oliver to a wallet that appeared in Pulp Fiction. The focus on clothing, which helped to turn it into a global powerhouse selling fashion to more than 18m customers in 238 countries and territories, did not come until several years later.

The company adopted the snappier Asos acronym in 2002 and began pushing fashion for twenty-somethings a couple of years later. It launched its first own-label womenswear in 2004, the year the company made its maiden profit of £120,000. Its creations were a big success, worn by singer Rihanna and by Michelle Obama, who sported a chequered red-and-white Asos dress on the campaign trail with her husband in 2012.

The fast-growing company was dealt a blow the same year when its Buncefield warehouse was hit by an explosion at a nearby oil depot. Stock worth £5.5m was destroyed weeks before the Christmas sales rush.

Asos rose from the ashes to expand abroad and into beauty and own-label menswear, riding the boom in online fashion as shares in the business, which floated in 2001, rose to about £70 each in 2014.

Disaster struck again in June 2014, when the company was forced to suspend its website after a fire at its main warehouse in Barnsley. The incident came only weeks after it issued a shock warning that wiped almost a third off the company's stockmarket value.

Robertson announced his departure the following year, after Asos warned that higher warehouse costs and losses from a Chinese venture would hit annual profits.

Innovation including the use of social networking sites such as Instagram to interact with shoppers, picture-led search and own-label beauty ranges drove Asos on. It has also benefited from the fall in the value of the pound, which made its products cheaper overseas. It surged ahead of Marks & Spencer in value this year, hitting a new peak of just over £77 per share in March, which left the company valued at £6.4bn.

On Monday, however, its shares tanked on shock that the poster child for the fast-growing online fashion industry has been hit by the same unseasonable weather and Brexit uncertainty that has affected high-street rivals. Asos is still taking market share in the UK, but has had to discount heavily to do so, hitting profits. By the close, Asos was worth less than £2.2bn, just over a third of its peak value.

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Asos: the seesaw history of a global online fashion giant

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From fires and explosions to outvaluing M&S, the firm has had plenty of ups and downs

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Research on ASOS Design's first circular fashion collection

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Research on ASOS Design's first circular fashion collection

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https://www.retailgazette.co.uk/blog/2020/09/asos-launches-first-circular-fashion-collection
This is an article by Retail Gazette on how ASOS launched their first circular fashion collection towards the end of 2020. I found this information very useful for my brand summary.

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Launched in 2000 in north London, Asos, which stands for As Seen on Screen, has grown from a tiny start-up into the UK's largest online fashion and beauty retailer. Aimed at twentysomethings, it sells more than 850 brands along with its own-label clothes. Its chequered red-and-white skater dress, priced at $93.34 (now $73), was worn by Michelle Obama on the campaign trail with her husband in 2012, and by Jessica Alba last year.

2000: Asos set up in June by CEO Nick Robertson with £2.3m seed capital from financier Andrew Regan and Robertson's brother, an entrepreneur based in Monte Carlo

2001: Asos floats at 20p a share on London's Aim valuing the company at £12m

2004: Asos reports maiden profit of £120,000, with sales up 71% to £7m; launches own label for women

2005: Asos Beauty launches; business closed for six weeks and shares suspended after Buncefield Fuel Depot explosion destroys stock at its Hemel Hempstead warehouse

2006: Asos becomes first UK online store to launch catwalk videos, which prove popular

2007: Asos own label for men launches

2010: American, German and French Asos sites launches

2011: iPhone and iPad app launches along with Australian, Italian and Spanish sites

2012: First international office in Sydney opens, followed by New York

2013: More international offices open in Lille, France, and Berlin; Russian and Chinese language sites launch

2014:

26 February Asos shares peak at £70.50, valuing the business at £5.9bn

18 March More than £400m wiped off Asos' market value after profit warning

5 June £1.5bn wiped off retailer's market value after another profit warning
Topics

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Asos timeline: from tiny startup to dressing Michelle Obama

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Launched in 2000 in north London, Asos, which stands for As Seen on Screen, has grown from a tiny start-up into the UK's largest online fashion and beauty retailer. Aimed at twentysomethings, it sells more than 850 brands along with its own-label clothes.

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This is an article by The Guardian about ASOS's profits plunge in 2019 - which I found really useful when writing my brand summary.

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Profits at Asos have plunged by nearly 70% in a tumultuous year during which the former stock market darling's shares plummeted and the online fashion retailer grappled with IT chaos at its overseas warehouses.

Sales rose by 13% to £2.7bn in the year to 31 August, but pretax profits fell by 68% to £33.1m. Major IT problems at Asos's warehouses, which hurt sales and drove up costs, forced the retailer to issue two profit warnings in the past year. It did not provide a forecast for the current year.

The 19-year-old company, which caters for fashion-hungry twentysomethings, hit a high point in November 2017 when it overtook Marks & Spencer with a market value of £4.89bn.

For years, the online fashion trailblazer seemed unstoppable and its shares reached a peak of £77.30 in March 2018. Since then, they have lost more than half their value, as Asos was dogged by the warehouse issues and admitted it was not immune to the consumer slowdown.

The company said it had been wrongfooted by the extent of discounting undertaken by rivals, especially during the Black Friday shopping season last year, when its 20% off promotions failed to match competitors.

Meanwhile, its online rival Boohoo has flourished, with a near-40% surge in quarterly sales. Boohoo's brands include PrettyLittleThing, Nasty Gal and MissPap, and it recently bought the online businesses of Karen Millen and Coast out of administration.

Asos's sales in the UK, which rose by 15%, were unaffected by the problems in Germany and the US. The company's warehouse in Berlin struggled with a switch from processing orders manually to automated systems, while its new Atlanta site, opened in February, failed to keep up with customer orders and ran out of stock.

Sales in the EU rose by 12% over the year while US sales grew by 9%. More than 60% of the company's revenue comes from outside the UK.

Nick Beighton, the chief executive, said: "Clearly last year did not go as well as we planned. With hindsight, we were over ambitious in tackling two international warehouses at the same time and our internal capabilities and bandwidth hadn't kept pace with the changing scale of our business."

Those problems have now been fixed, he said. "Whilst there remains lots of work to be done to get the business back on track, we are now in a more positive position to start the new financial year," Beighton said.

His remarks helped bring the share price up by nearly 22% to £31.17 on Wednesday, its biggest one-day rise since January 2004.

Beighton said Asos was prepared for a better Black Friday than last year. "It's becoming a very key moment for customers. I don't think there will be any waning in customers' appetite for Black Friday," he said.

Sofie Willmott, the lead retail analyst at GlobalData, said the company had its work cut out, but added: "Asos is clearly willing to adapt to survive, unlike some of its multichannel competitors that have been slow to respond to changes in consumer needs and shopping habits."
Topics

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Asos profits plunge 68% after tumultuous year of IT chaos

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Profits at Asos have plunged by nearly 70% in a tumultuous year during which the former stock market darling's shares plummeted and the online fashion retailer grappled with IT chaos at its overseas warehouses. Sales rose by 13% to £2.7bn in the year to 31 August, but pretax profits fell by 68% to £33.1m.

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This is an article by Drapers on the history of ASOS - which I found really useful when writing my brand summary.

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How Asos founder Nick Robertson built a £1.4bn business

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As part of Drapers’ 130th anniversary celebrations this year, we brought together some of fashion retail’s biggest names for a series of unique one-on-one interviews. We’re publishing them online for you to enjoy over the Christmas period, but you can read them all in our 130th anniversary special e…

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This is ASOS's latest trading results. This article helped me gathered information on how ASOS are currently trading to put in my brand summary.

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Trading Statement three months to 28 February 2019 Final Results for year ended 31 August 2018--> Trading Statement for the four months ended 30 June 2018--> Interim Results for the six months ended 28 February 2018--> Trading Statement for the four months ended 30 June 2017--> Interim Results for the six months ended

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This is ASOS's PLC, which I found really useful for gathering information on how ASOS are currently trading for my brand summary.

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This is an article by Global Data on ASOS's end of year results for 2020. I found this a really useful article as it helped me gather information on ASOS were currently trading for my brand summary.

"ASOS final year results cement strong 2020 with 329% climb in profits"

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Post Covid-19 Company Impact: ASOS PLC Report (Nov 2020)

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ASOS scales up use of augmented reality in partnership with Zeekit

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I saved this WGSN article on my padlet to refer back to for key items inspiration

Fast Track: Premium Legging (Laura Yiannakou, 05.08.20)

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This is a list of ASOS's current suppliers. Here I found a Turkish supplier who specialises in lingerie, swimwear and activewear, who I thought would be a great supplier for my multi-purpose range.

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I was really struggling to decide on how I was going to carry out a comp shop for my project, as no other high street retailers are currently offering multi-purpose clothing. However, after a very long time brainstorming, and a discussion about the problems I was having with my tutor, I decided that I was going to ask participants within a survey I was creating -which was to test out whether my concept would be popular to a high street retailer - where they tended to shop for lingerie, swimwear and activewear, as those were three categories that I wanted my range to hybridise.

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WGSN Research on Swimwear Trends for A/W/21/22

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WGSN Research on Swimwear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Core Item Updates A/W 21/22:  Women's Swimwear (Rebecca Saygi, 03.09.2020)

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WGSN Research on Swimwear Trends for A/W/21/22

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WGSN Research on Swimwear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Core Item Updates A/W 21/22:  Women's Swimwear (Rebecca Saygi, 03.09.2020)

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WGSN Research on Swimwear Trends for A/W/21/22

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WGSN Research on Swimwear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Core Item Updates A/W 21/22:  Women's Swimwear (Rebecca Saygi, 03.09.2020)

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WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Key Items Fashion: Women's Swimwear A/W 21/22 (Rebecca Saygi 03.09.2020)

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WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Key Items Fashion: Women's Swimwear A/W 21/22 (Rebecca Saygi 03.09.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Key Items Fashion: Women's Swimwear A/W 21/22 (Rebecca Saygi 03.09.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Key Items Fashion: Women's Swimwear A/W 21/22 (Rebecca Saygi 03.09.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22: Conscious Clarity (Chantell Fenton 05.02. 2020)

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WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22: Conscious Clarity (Chantell Fenton 05.02. 2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22: Conscious Clarity (Chantell Fenton 05.02. 2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22 Phantasmagoria (Chantell Fenton, 05.02.2020)

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WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22 Phantasmagoria (Chantell Fenton, 05.02.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22 Phantasmagoria (Chantell Fenton, 05.02.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22 Phantasmagoria (Chantell Fenton, 05.02.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Swimwear Style Trend Concepts A/W 21/22 Phantasmagoria (Chantell Fenton, 05.02.2020)

# data[].attributes.headline
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.subject
WGSN Research on Swimwear Trends for A/W 21/22

# data[].attributes.body
I used this WGSN article to help me decide on the prints that would feature within my range.

Key Prints & Graphics A/W 21/22: Swimwear (Isabel Wharton 21.07.2020)

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WGSN Research on Swimwear Trends for A/W 21/22

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WGSN Research on Swimwear Trends for A/W 21/22

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I used this WGSN article to help me decide on the colour palette for my range.

Women's Swimwear Colour Trend Concepts A/W 21/22 (Chantell Fenton 10.12.19)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Design Capsule: Women's Intimates & Lounge House Party A/W 21/22 (Sadie Perry, 27.08. 20)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Design Capsule: Women's Intimates & Lounge House Party A/W 21/22 (Sadie Perry, 27.08. 20)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Design Capsule: Women's Intimates & Lounge House Party A/W 21/22 (Sadie Perry, 27.08. 20)

# data[].attributes.headline
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Design Capsule: Women's Intimates & Lounge House Party A/W 21/22 (Sadie Perry, 27.08. 20)

# data[].attributes.headline
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Intimates Style Trend Concepts A/W 21/22 New Mythologies (Jo Lynch, 05.02.2020)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Intimates Style Trend Concepts A/W 21/22 New Mythologies (Jo Lynch, 05.02.2020)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Intimates Style Trend Concepts A/W 21/22 New Mythologies (Jo Lynch, 05.02.2020)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Intimates Style Trend Concepts A/W 21/22 New Mythologies

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Intimates & Loungewear: Key Items Fashion A/W 21/22 (Jo Lynch 19.03.2020)

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WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page, to keep as inspiration for my multi-purpose range.

Women's Intimates & Loungewear: Key Items Fashion A/W 21/22 (Jo Lynch 19.03.2020)

# data[].attributes.headline
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page, to keep as inspiration for my multi-purpose range.

Women's Intimates & Loungewear: Key Items Fashion A/W 21/22 (Jo Lynch 19.03.2020)

# data[].attributes.headline
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I saved this WGSN article on my padlet to refer back to for print inspiration.

Key Prints & Graphics A/W 21/22: Intimates & Sleepwear (Jo Lynch, 10.07.2020)

# data[].attributes.headline
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Intimates/Loungewear Trends for A/W/21/22

# data[].attributes.body
I saved this WGSN article on my padlet to refer back to for colour palette inspiration.

Women's Intimates Colour Trend Concepts A/W 21/22 (Jo Lynch, 29.11.19)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Style Trend Concepts A/W 21/22: Conscious Clarity (Jessica Harman, 17.12.19)

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Style Trend Concepts A/W 21/22: Conscious Clarity (Jessica Harman, 17.12.19)

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Style Trend Concepts A/W 21/22: Conscious Clarity (Jessica Harman, 17.12.19)

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

# data[].attributes.headline
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.subject
WGSN Research on Activewear Trends for A/W/21/22

# data[].attributes.body
I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Women's Active Apparel: Key Items Fashion A/W 21/22 (Rebecca Saygi, 31.01.2020)

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WGSN Research on Activewear Trends for A/W/21/22

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Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page, to keep as inspiration for my multi-purpose range.

Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Activewear Trends for A/W/21/22

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WGSN Research on Activewear Trends for A/W/21/22

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I took this screenshot of this WGSN article page, to keep as inspiration for my multi-purpose range.

Active Apparel: Core Item Updates A/W 21/22 (Rebecca Saygi, 27. 01. 20)

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WGSN Research on Apparel Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Details (Sara Maggioni 19.11.20)

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Buyer's Briefing A/W 21/22: Women's Key Details (Sara Maggioni 19.11.20)

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WGSN Research on Apparel Trends for A/W/21/22

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Buyer's Briefing A/W 21/22: Women's Key Details (Sara Maggioni 19.11.20)

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WGSN Research on Apparel Trends for A/W/21/22

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Buyer's Briefing A/W 21/22: Women's Key Details (Sara Maggioni 19.11.20)

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Details (Sara Maggioni 19.11.20)

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WGSN Research on Apparel Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Items (Sara Maggioni,  01.12.2020)

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WGSN Research on Apparel Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Items (Sara Maggioni,  01.12.2020)

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WGSN Research on Apparel Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Items (Sara Maggioni,  01.12.2020)

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WGSN Research on Apparel Trends for A/W/21/22

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Buyer's Briefing A/W 21/22: Women's Key Items (Sara Maggioni,  01.12.2020)

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Buyer's Briefing A/W 21/22: Women's Key Items (Sara Maggioni,  01.12.2020)

Premium Legging page continued...

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Design Capsule: Women and Young Women's Late Night Sensuality A/W 21/22 (Marian Park, 15.12.20)

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Design Capsule: Women and Young Women's Late Night Sensuality A/W 21/22 (Marian Park, 15.12.20)

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Design Capsule: Women and Young Women's Late Night Sensuality A/W 21/22 (Marian Park, 15.12.20)

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Design Capsule: Women and Young Women's Late Night Sensuality A/W 21/22 (Marian Park, 15.12.20)

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Design Capsule: Women and Young Women's Late Night Sensuality A/W 21/22 (Marian Park, 15.12.20)

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WGSN Research on Apparel Trends for A/W/21/22

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Design Capsule: Young Women's Barre to Lounge A/W 21/22 (Joey Wong, 08.12.2020)

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I took this screenshot of this WGSN article page to keep as inspiration for my multi-purpose range.

Design Capsule: Young Women's Barre to Lounge A/W 21/22 (Joey Wong, 08.12.2020)

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Design Capsule: Young Women's Barre to Lounge A/W 21/22 (Joey Wong, 08.12.2020)

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Design Capsule: Young Women's Pret-a-Party A/W 21/22 (Marian Park, 10.09.2020)

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Design Capsule: Young Women's Pret-a-Party A/W 21/22 (Marian Park, 10.09.2020)

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Design Capsule: Young Women's Pret-a-Party A/W 21/22 (Marian Park, 10.09.2020)

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Design Capsule: Young Women's Pret-a-Party A/W 21/22 (Marian Park, 10.09.2020)

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Design Capsule: Young Women's Pret-a-Party A/W 21/22 (Marian Park, 10.09.2020)

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https://www.vogue.com/article/stella-mccartney-stellawear-multi-functional-swimwear-activewear
This is an article I read about Stella McCartney's new multi-purpose line called Stellawear - which inspired my whole concept.

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Buyer's Briefing A/W 21/22: Womenswear Colour (Laura Yiannakou, 30.11.2020)

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I saved this article on my padlet to refer back to for print inspiration.

Prints & Graphics Sourcing Guide S/S 21 & A/W 21/22 (Hannah Watkins, 22.09.2020)

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Buyer's Briefing A/W 21/22: Womenswear Print & Pattern (Laura Yiannakou, 01.12.2020)

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Key Prints & Graphics A/W 21/22: Women & Young Women (Isabel Wharton, 15.06.2020)

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5 Key Trends for 2021 & Beyond: Fashion (The WGSN Trend Team, 21.12.20)

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Planet

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30% reduction in carbon emissions per order since 2015/2016

3 rd year running we've decreased our carbon intensity per customer order

90 % recycled content in our garment bags, resulting in a 37% reduction in carbon emissions per bag

18% reduction in customer delivery emissions in 2018/2019

Does ASOS have a plan in place to try and reduce its carbon emissions?

Yes - ASOS has a Carbon 2020 strategy which aims to reduce our carbon intensity every year until 2020. We are focusing on four key action areas: customer deliveries, buildings, packaging and business travel. Find out more here.

Does ASOS packaging contain recycled content?

Yes, ASOS mailing bags and garment bags currently contain 90% recycled content, and our boxes contain 100% recycled cardboard. Find out more here.

Can I recycle my ASOS packaging?

Yes, you can. Click here to download a help guide to explain the different symbols you might see on your product or packaging.

ASOS mailing bags are made from low density polyethylene (LDPE) plastic and our mailing boxes are cardboard. Check with your local recycling facilities to find out where you can recycle these materials. Clickhere to find out more.

If you decide to return your order to us, we will ensure that the returned packaging is recycled.

WHY DON'T YOU JUST SHIP EVERYTHING IN CARDBOARD?

We've looked into this in huge detail and, having carefully weighed up the pros and cons, we're confident that we've currently got the right balance between plastic and cardboard.

If we simply switched all our packaging to cardboard, our carbon emissions would actually increase by 50% - yes really! This is because plastic packaging is more durable and lighter to transport than cardboard, and takes up less space in a lorry - which means fewer vehicles on the road and reduced climate impact.

We know plastic isn't perfect though, so our plan is to increase the amount of recycled content in our plastic packaging (currently at 90%) and switch to widely recyclable plastics.

If you send your packaging back to us, we'll recycle it for you - either by reusing it, or by processing it back into plastic pellets which are then made into new products, including ASOS bags (made from 90% recycled content). For deliveries where we do need to use cardboard (such as bulky items), we use 100%-recycled boxes made from responsibly sourced wood.

Why isn't ASOS using biodegradable mailing bags?

We're not currently looking at using biodegradable mailing bags because most of them aren't currently recyclable. We're aiming to transition away from a make, use, dispose business model to a more circular one. We want to keep resources in use for as long as possible, then recover and regenerate products and materials at the end of life. That's why we've committed to a number of circular fashion goals as a signatory to Global Fashion Agenda's 2020 Circular Fashion System, including two related to packaging.

To read about our commitments in more detail click here. We're introducing a closed loop packaging system so that plastic from customer returns can be recycled into new ASOS packaging. We're also exploring initiatives such as packaging take back schemes from customers and reusable packaging.

WHY ISN'T ASOS USING COMPOSTABLE MAILING BAGS?

This is something we've considered, but we're not certain that we'd see any environmental benefits from switching over to compostable packaging right now. Here's why.

Unlike your food waste, compostable packaging can only degrade if it's taken to a special commercial facility and processed for 12 weeks at a minimum of 58 C. This ensures it's reduced to just carbon dioxide, water and biomass.

Because there's currently limited infrastructure to collect and transport compostable packaging to one of these facilities, it will typically end up in landfill, where it can't break down properly. Not only does this create more waste, it also contributes to the release of methane, which is 25 times more potent than carbon dioxide.

Compostable packaging isn't recyclable, and it's not suitable for home composting facilities either - so even though it might technically be 'compostable', there's no guarantee it will be composted at the end of its life.

We know plastic isn't perfect though, so our plan is to increase the amount of recycled content in our plastic packaging (currently at 90%) and switch to widely recyclable plastics. We're also working on ways we can move away from single-use plastic. You can even send your packaging back to us and we'll recycle it for you - either by reusing it, or turning it into new 90%-recycled ASOS bags.

WHAT'S THE DIFFERENCE BETWEEN COMPOSTABLE AND BIODEGRADABLE PACKAGING?

There are a few differences, but first it helps to explain the different types of biodegradable packaging, which can be either plant-based or oil-based.

Oil-based biodegradable packaging is made in the same way as plastic, with additional chemicals added to make it degrade when it's exposed to the right conditions. Rather than fully decomposing, it breaks down into small plastic fragments (microplastics) at the end of its life and can't naturally return to the environment. This type of packaging also can't be recycled with mainstream plastics due to the chemicals that have been added. Overall, it's closer to non-recyclable plastic packaging than compostable packaging.

Plant-based biodegradable packaging is more similar to compostable packaging, and the only big difference is the time it takes for the packaging to break down. Certified compostable packaging breaks down in about six months, while biodegradable packaging takes longer, typically well over a year.

WHY DOES IT SEEM AS THOUGH YOU USE MUCH MORE PACKAGING THAN OTHER BRANDS?

With manufacturers and suppliers based around the world (which you can check out here), we have to ensure that when products are transported to us, they are protected from damage throughout the supply chain. We want to keep protecting them as they travel to your door, too. This means that, from the supplier to your door - via freighting, warehousing and your carrier - products remain in the same packaging during their journey.

Don't forget, brands with physical stores receive products in the same way - they just remove the packaging their garments have arrived in before they go on the shop floor. Some retailers remove products from the packaging just to repackage them into new bags with their own branding, or with other materials such as tissue paper and card. We try to avoid doing this, as it creates additional waste.

We know it can be frustrating when your products arrive in packaging which you are unsure how to recycle, which is why we encourage you to send your packaging back to us when you next have a return, and we'll sort out the rest for you.

What is ASOS doing to reduce plastic used in packaging?

We're currently trialing thinner plastic mailing bags, and expect to save approximately 583 tonnes of plastic annually when we roll them out to all of our customers.

We're also exploring the feasibility of launching a pilot to introduce reusable customer mailing bags in an effort to reduce single-use plastic packaging further. Find out more about our packaging initiatives here.

Can I send you my old packaging back for you to recycle?

Yes! When you next need to return a garment to us, simply put any used ASOS packaging in the same parcel and we'll make sure it gets sorted and recycled. We've also set up a closed-loop packaging system so that plastic from customer returns can be recycled into new ASOS packaging. By using 10% post-consumer waste content in our mailing bags we're able to further reduce virgin plastic usage by approximately 160 tonnes annually.

ASOS x Oxfam Clothing Donation Trial FAQ's

What clothing can I donate?

Oxfam will gratefully receive donations of good quality, clean clothing, bags and accessories (including vintage and retro items, and even bras!). The better the quality of your item the more we can raise together to help Oxfam fight poverty around the world.

Oxfam are unable to accept donations of:

Used underwear or socks

Dirty clothing

Personal protective equipment (PPE) including face masks

Identifiable work/school uniforms

Angora wool products

Anything made from animal skin or fur (leather is accepted)

Additionally, they ask that you do not send heavy items like boots via the postal donation service.

Although this postal service is for clothing and accessories only, you can donate books, music, DVDs homewares and bulkier items in-person to your local Oxfam shop. Please keep these items aside at home for now and you can drop them off with us once Oxfam shops reopen.

Up to date information on current shop closures can be found here: https://www.oxfam.org.uk/about-us/faq/oxfam-shops-uk/

How do I send the bag to Oxfam?

Pack any of the garments or accessories detailed above into the bag and drop it off at your nearest Collect+ point. You can find one near you right here: www.collectplus.yodel.co.uk/oxfam.

Follow the instructions on this page to either print the postage label at the Collect+ point or print it at home.

If you are a UK taxpayer make sure to sign up to Gift Aid your donation ( more info below)

Can I just send this with my ASOS Return?

Nope, afraid not! We want to make sure donations end up in the right place so they can help Oxfam raise as much money as possible. You can of course drop off an ASOS return and an Oxfam clothing donation at the same Collect+ location, but they must be bagged separately with the correct corresponding addresses for Oxfam and ASOS.

All donated stock in Oxfam bags will be directly received, managed and resold by Oxfam, please do not send to ASOS' returns facilities as these will not be processed.

What will happen to my donation?

Your donation will be sent to Oxfam's online hub in Yorkshire where staff and volunteers look through 80 tonnes of donated clothing every week to find the best gems to list on the Oxfam Online Shop.

Once your donation arrives it will be unpacked, and quality checked. Anything unsuitable for sale will be recycled.

All saleable items will be steamed, photographed, and listed online with all the profits going directly to Oxfam's work to fight poverty around the world.

What is Gift Aid?

Gift Aid is a scheme run by HM Revenue and Customs that allows charities like Oxfam to reclaim the tax on donations made by UK taxpayers.

Registering to Gift Aid your donation means that when your items sell Oxfam can claim a life-changing extra 25% on top of what they raise at no extra cost to you. If you are a UK taxpayer you can sign up to Gift Aid your donation with Oxfam here. Then just add your name, postcode and donor number to the leaflet provided and pop it in the bag.

When you sign up to Gift Aid with Oxfam you will also receive updates so that you know how much your donated items have sold for and the impact that you have had to help beat poverty.
Please note: You must be a UK taxpayer to be eligible for Gift Aid. If you do not pay tax in the UK you can still donate to Oxfam using your mailbag but please do not sign up for Gift Aid or fill in your details when you post your donation to them. #
Where does the money go?

All clothing donated using our postal donation scheme will be sold to raise money for Oxfam - a global movement of millions of people working together to end poverty. Oxfam GB directly supported 11.3 million people around the world in 2019/20.

The charity has two key aims:

Responding to emergencies happening in the world now, giving vital support to people facing poverty due to conflict, climate change and natural disasters.

Empowering communities to challenge and change systems that promote inequality so together we can beat poverty for good.

Right now, Oxfam's humanitarian staff and partners are working hard to help stop the spread of COVID-19. We're providing vital support like handwashing facilities, clean water, toilets and soap in the most vulnerable communities. We are hoping to reach and support over 17 million people through this response.

Oxfam shops have been fundraising to support Oxfam's work since 1947, giving thousands of donated items a second life every year, reducing landfill waste, as well as raising millions to support people around the world.

Find out more about Oxfam's work at www.oxfam.org.uk

Environmental definitions

Newly manufactured plastic (it can be made from oil or plants) that will potentially biodegrade at an accelerated rate to non-biodegradable plastic. Usually the conditions required for biodegradation to occur are very specific.

The total amount of greenhouse gases produced to directly and indirectly support human activities, usually expressed in equivalent tonnes of carbon dioxide (CO ₂).

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30% reduction in carbon emissions per order since 2015/2016 3 rd year running we've decreased our carbon intensity per customer order 90 % recycled content in our garment bags, resulting in a 37% reduction in carbon emissions per bag 18% reduction in customer delivery emissions in 2018/2019 Does ASOS have a plan in place to try and reduce its carbon emissions?

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Definitions

ASOS Brands: ASOS branded products that are designed in-house and manufactured by third-party supplier factories. The Sourcing department manages the ASOS Brands supply chain.

Contract worker: Someone working at a manufacturing site who is employed or managed by a third party (labour provider).

Ethical trade policies: A set of core ASOS documents that outline the standards we expect our suppliers to meet and our own responsibilities.

Ethical trade: Recognised steps a company takes to identify problems and improve conditions for its supply chain workers.

Factory: A site where ASOS's products are manufactured (see definition of factory tiers below).

Freedom of association and collective bargaining: Fundamental human rights at work that guarantee protection against discrimination and harassment, play a vital role in sustainable economic and social development, and promote productivity and industrial peace. They are enabling rights that make it possible to promote democracy, sound labour market governance and decent conditions at work.

Living wage: The minimum income needed by a worker to meet the basic needs of themselves and their dependents. These needs include: Accommodation, food, water, clothing, sanitation, education and healthcare with some discretionary savings possible.

These needs include: Accommodation, food, water, clothing, sanitation, education and healthcare with some discretionary savings possible.

Migrant worker: A person who migrates from one territory or country to another in order to seek employment.

Modern slavery: Issues of slavery, servitude, forced labour, bonded labour, and human trafficking, affecting all sectors, regions and economies.

Non-compliance: A failure to meet the standards set out in ASOS's Supplier Ethical Code.

Non-stock supply chain: Non-stock items and services, including outsourced customer deliveries, logistics, technology, cleaning and catering.

Purchasing practices: Cover areas as broad as strategic planning, sourcing, development, buying, and the underlying behaviours, values, and principles within our business - all of which can impact a workers' wage.

Stock supply chain: Products for re-sale on our website, including ASOS Brands products ('ASOS Brands') and other third-party brands' products

Supplier: An organisation that manufactures or procures products or services for ASOS.

Supplier ethical code: A document defining the minimum ethical standards ASOS requires from its suppliers and factories.

Transparency: The level of information and visibility that we publicly share about the ASOS supply chain.

Third-party brands: Any brand with product sold on ASOS.com that has no affiliation with ASOS Brands

Factory tier levels:

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Definitions ASOS Brands: ASOS branded products that are designed in-house and manufactured by third-party supplier factories. The Sourcing department manages the ASOS Brands supply chain. Contract worker: Someone working at a manufacturing site who is employed or managed by a third party (labour provider).

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This is an article by Drapers on how the UK signed a free-trade deal with Turkey post Brexit. The deal ensures a tariff-free flow of goods between the UK and
Turkey. I found this article really useful when writing the economical section of my PESTLE for Turkey.

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This is an article by Drapers on the possibility of online sales tax and ASOS's responses to this. I found this article really useful for the 'threats' section of my SWOT.

"In July, the Treasury said it is considering two types of online retail tax: a levy of about 2% on all goods bought online; and a tax on consumer deliveries, which would also be expected to curb traffic and pollution. The latter, taxing internet shopping, would be a potential replacement for business rates."

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This is the 'About Us' page on the ASOS website which I found really useful for the 'strengths' part of my SWOT.

"We’re also proud to partner with GLAAD, one of the biggest voices in LGBTQ activism, on a gender-neutral collection to unite in accelerating acceptance."

"We’re more than honoured to be an official partner of the British Paralympic Association, providing the ParalympicsGB team with their formal and ceremonies outfits. Creating a bespoke collection that meets the athletes’ needs, as well as making them look and feel great, is a privilege and has improved our learning about designing adaptive clothing for a range of needs."

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We believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they're capable of - no matter who they are, where they're from or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.

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We believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they're capable of - no matter who they are, where they're from or what looks they like to boss.

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This is an article by The Guardian which I found useful for the 'strengths' part of my SWOT.

"Some British retailers have had difficulties shipping goods to Europe since the end of the Brexit transition period this month because of tariffs imposed on items not made in the UK. ASOS is able to continue selling goods via its European websites without additional duty because they are sent out from its warehouse in Berlin."

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Asos is investing £90m in a new distribution centre in Lichfield, Staffordshire, that will handle parcels for its online clothing and beauty business and employ 2,000 people over the next three years.

The 437,000 sq ft warehouse at Fradley Park is expected to begin operating within 12 months and serve customers in both the UK and overseas.

Asos's main distribution centre near Barnsley, operated by XPO Logistics, employs more than 4,000 people and the company also has warehouse hubs in Berlin and Atlanta.

Expansion at the online fashion retailer comes after a strong year for companies that sell over the internet as multiple high street lockdowns to control the spread of the Covid-19 virus have accelerated the shift to home shopping.

The British company quadrupled profits and increased sales by 19% to £3.3bn in the year to 31 August as shoppers snapped up comfy casual clothing suitable for working from home and beauty products to improve their looks for video conferencing.

Some British retailers have had difficulties shipping goods to Europe since the end of the Brexit transition period this month because of tariffs imposed on items not made in the UK. Asos is able to continue selling goods via its European websites without additional duty because they are sent out from its warehouse in Berlin.

The company said deliveries to Northern Ireland were also continuing under a three-month grace period on new red tape associated with Brexit. Some UK firms have experienced difficulties exporting items to the region this month because of new checks and paperwork required under the Northern Ireland protocol. There could be further disruption for companies such as Asos from April when the grace period ends.

Nick Beighton, chief executive of Asos, said: "We're thrilled to be laying down the foundations for our future growth in Lichfield. This significant investment in infrastructure and large-scale job creation is a reflection of the confidence Asos has in its future and the quality of the skills and talent available in this well-placed location."

Doug Pullen, leader of Lichfield district council, said the creation of new local jobs was welcome news. " Asos's clear ambition to contribute in a meaningful way to the communities in which it's based is incredibly assuring, as is its track record of working closely with the Community trade union to ensure staff are properly looked after."

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New £90m Asos investment to create 2,000 jobs

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Asos is investing £90m in a new distribution centre in Lichfield, Staffordshire, that will handle parcels for its online clothing and beauty business and employ 2,000 people over the next three years. The 437,000 sq ft warehouse at Fradley Park is expected to begin operating within 12 months and serve customers in both the UK and overseas.

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This is a template I used to help me effectively put SWOT together for ASOS.

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This a YouTube video from ASOS Face + Body's Youtube channel on 'Gender, Identity and Performance', which I watched to help with the strengths part of my SWOT.

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ASOS Face + Body Insiders Explore: Gender, Identity and Performance