Inside ASOS

This is the entrance of the Asos Headquarters.

As you already know I was in London for 2 days as Asos organized a blogger event, where we could see how Asos works and an exclusive preview of the fall/Winter 2012 Collection.

First thing I learned : Do you know what ASOS  means? It means As Seen On Screen as the concept at the beginning was to sell products that looked like what celebrity were wearing.

Ourdays, the concept is totally different and there is no celebrity anymore on the website.

Then, how ASOS works, you will see below a few steps steps.

In another article I will present you the fall/winter Collection.

Creating jewels. You can see the sketches and the final result.

MoodBoard – Here one of this fall upcoming trend : Baroque. People working on his collection trend find their inspiration on blogs, magazines, runway, etc.

Another Trend for this Fall/Winter : Superhero

Trend #3 : Empire

Final Result

The models. Each models is in a different group. For example some are only modeling for the Outlet part of the website, others just for Asos Label then the others just for Bikinis and Underwears etc. There are a lot of girls that are from all around the world and also famous models that also work for Balmain, Chanel, Dior, and other high-fashion brands.

The reason who there are so much girls, they work a lot and are not available all the time so it is preferable to have many models that fit in one section to be sure that one at least will be available.

The boys. Here also the models are in different groups. But all the boys are from the UK. Seems that UK has got pretty boys around!!;)

The shooting.

And after the shooting comes the video where the model walks on the catwalk. You know this video right? For my part, each time that i am not sure about a product i watch the video, and then I buy. Daaamnn!!!