ASOS PLC

ASOS.com is the UK’s largest independent online fashion and beauty retailer offering 36,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty with approximately 1,300 new product lines being introduced each week.
 
The project began with the review of several financial analyst reports to gain an insight into the perception of ASOS within the investor community.  Together with input from Charlotte Balin, PA to CEO, this assisted in identifying the key messages and structure for the Annual Report.  Fundamentally, we needed to effectively communicate the ten year success story that is ASOS plc and the key aspects of their winning strategy - the core purpose being to ‘inspire and power your fashion discovery’.  We adopted an integrated approach across the printed Annual Report, online Annual Report and the Corporate & Investor Relations website, carefully linking the elements for consistent and cohesive communications.
 
ASOS continues to innovate within high-end & mid-range fashion, accessories and beauty products.  To communicate this we utilised the style format of the ASOS fashion magazine – the 2nd biggest monthly fashion magazine in the UK - making use of some of the stylising and fonts used within their highly successful publication.  This format easily lent itself to the creative use of photography and graphics, capturing the essence of the ASOS ethos. At the heart of the ASOS culture are its people – its staff and its customers.  A contemporary layout and format was used to showcase the importance of individuals within the business and equally so, the significance that ASOS place in communicating with their customers.
 
The report is divided into three main sections; About ASOS, Performance & Governance and Financials.  Each section is colour coded for ease of navigation.  The printed Annual Report uses a high-end gloss, 50% recycled paper throughout the front section, to replicate the ‘magazine feel’ and 100% recycled paper throughout the remainder of the document. The online Annual Report uses the same design principles and flash to bring animation to the site.  This format is similarly used on the Corporate & Investor Relations website which, as well as featuring the key messages from the Annual Report, is continually updated and evolving with the constant evaluation of website statistics.

www.asosplc.com