The decision to meet its customers in the real world is part of a significant marketing shift at Asos that aims to breathe some life back into the brand.
The marketing team is eyeing cultural collaborations and experiential marketing and is seeking innovative tech to rebuild the Asos brand.
If you look at the luxury space, and you look at the beauty space, which are categories that are highly tactile, highly aesthetic, emotionally driven purchases - no one ever needs a new luxury handbag they just want a luxury handbag. Part of the way those brands do things, and the category norms are just to do cool stuff.
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