ASOS is a UK online retailer that offers many different brands including their own private label collection. This collection is affordable and trendy while offering a distinct European style, therefore a space for the private label line could boost sales and brand recognition. The concept behind the brick and mortar store for the ASOS Collection is a futuristic and clean look inspired by the movie Tron (2010) and the UK retailer Topshop.
The interior of the store has very simplistic materials, such as chrome fixtures and a lucite table for merchandise. There is juxtaposition between geometric lines of the platforms and the fluidity of the curved fixtures for hanging the merchandise. The floor of the store is meant to glow from lights underneath in order to create a futuristic feel. In addition, there is a modern resting couch and three floor-to -ceiling fixtures which lessens the negative space in the middle of the room and creates an illusion of floating clothes.
Although the design of the ASOS store is very modern and minimalistic, the merchandise features a mix of menswear inspired blazers to neon neoprene bodycon skirts. The clothing offered by ASOS collection is unpredictable and on every fashion magazine’s most wanted list, catering to the trendiest style setters.



Brick and mortar store inspiration


The concept behind my rebranding of the ASOS company’s private label ASOS Collection, was to incorporate a fresh, elevated and fashion forward feel to the logo, similar to other UK retailers such as Zara and Topshop. I used a futuristic font with almost a triangular play button in the “o” to represent that this line is ahead of the trends and a fashion leader. For the tag I decided to make the text “Collection” a lime green color because it contributed to the sci-fi feel of the logo. In addition, green represents “go” so I wanted to go off of that and change the shade to a more chartreuse shade. In the future, with different exclusive collections, I plan for the the text to be changed into different colors. It is a simple change that differentiates and is clean and neat. I kept the original slogan, “Discover fashion online” because I wanted to remain true to the company’s core goal of being the top online fashion retailer. I think that the US market would respond successfully to the rebranding of the ASOS collection through increasing brand recognition, especially since the demand for affordable European style has been high as shown through the success of H&M, Topshop, and Zara.



I chose to rebrand the UK online fashion and beauty retailer ASOS because they are relatively unknown in the US although they are very successful internationally.  The company was founded in 2000 and has since grown considerably since. The acronym stands for “As Seen On Screen.” ASOS is now UK’s largest online retailer carrying over 50,000 brands and available to customers all over the world including the US, France, Italy, Spain, and Australia. The company targets 18-34 year olds, men and women. They  specifically target the 18-24 year olds who live at home with no rent expenses and their disposable income  from a median salary of $15,000- $40,000 a year. They also have their own private label collection for men and women which includes shoes, accessories, lingerie, and apparel. The price points of the private label are $14-$700 so therefore they sell themselves as an affordable, trendy, and fashionable resource. They offer a 10% student discount which attracts the 18-25 customers and they often have sales up to 70% off. They attract 16.6 million unique visitors a month and as of June 30, 2012 have 8.7 million registered users and 4.7 active customers from 160 countries.

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I specifically want to rebrand their private label brand, ASOS Collection for the US market because I feel that it doesn’t have it’s own logo apart from the website’s logo. I would like ASOS’ private label to have a stronger personality similar to other brands on the website rather than just ASOS’ own designs. With a stronger logo it can be increase brand recognition like the rest of the brands they offer on their site. The ASOS Collection is sophisticated and fashion forward, similar to higher price point retailers like Zara and Topshop but ASOS offers similar styles at a lesser price. The  demand from US female consumers 18-24  for European style has been very high, explaining the success of the 2 retailers after their breakthrough into the US market.  Therefore, with a unique logo they have the potential to have mass appeal and popularity in the US market among 18-34 year olds with the advantage of offering something different as a UK brand.

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Design statement
Exploring the collision of shapes and the negative space between them really influence my design. It create a harmonious yet contrasting effect with different textures and colors.


5-7 sketches


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