Online clothing store ASOS wants to be seen as more than just a place customers come, fill their virtual bags and piss off again. It wants to be seen as a fashion destination.
This isn’t a new vision for the brand, says Australia’s country manager, Jo Shapland, but one that has had a further push with the launch of its new proposition for students, ASOS on Campus.
Launched on Monday, the initiative seeks to find 10 university students who will create content for the online brand for the full academic year, paid of course, with one student offered a full-time paid internship at the end.
“Content has always been very core to the brand and, for several years now, we think it’s important to be seen as not only a store, but also as a broader destination,” said Shapland. “We want our customers to be happy to peruse not only clothing but information too and be inspired by our stylists and other customers.
“This is an evolution of that. Having our customers participate in that process and create their own content, suddenly it’s a whole different ball game.”
The Aussie version of the initiative is the first to launch globally due to our academic year starting before the UK, US and other European countries.
ASOS is far from the only brand to offer internships, but Shalpand says they’re expecting a fair amount of applications.
“First and foremost, the only way to be in the running for the internship is by being passionate and a content creator for us for the full year,” she said.
“Students have always been an incredibly important demographic for ASOS.
“Obviously they’re highly engaged in the fashion space and our brand is youth oriented. If you get the formulas right with the demographic, you have a very powerful and mobilising support network for your brand.”
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]