Asos has relaunched its Insider influencer programme, which sees staff members bring “the most relevant fashion product to consumers”.
The programme, previously wound down in 2020 amid COVID-19, brings together a group of “style enthusiasts” from inside the retailer, to offer customers beauty, fashion, and style advice across social channels.
The fashion giant said its 36 Insiders, who work across various departments within the business, have been selected “based on their strong sense of individual style and identity, love for fashion, and knowledge of fashion trends.”
They will be tasked with curating fashion picks, providing inspiration and sharing style tips with customers to build “authentic connections with 20-something communities.” The business added that its Insiders can also support other marketing activities, such as becoming the face of campaigns delivered with its brand partners through the Asos Media Group. Asos senior customer director Dan Elton said: “We’re so excited to be bringing back Asos Insiders and to be giving our customers a glimpse behind the curtain at Asos. “As a business, we’re packed full of fashion and style enthusiasts who love the brand and love shopping on Asos, and we think there’s no one better to help us create deep and authentic connections with our customers than our very own Asosers.”
How does the relaunched Insider influencer programme differ from its previous iteration, which was wound down in 2020?
The relaunched Asos Insider influencer programme differs from its previous iteration in several ways. Firstly, it was previously wound down in 2020 amid COVID-19, and now it has been revived. Secondly, the programme now brings together a group of “style enthusiasts” from inside the retailer, whereas before it was not specified that they were employees. Thirdly, the programme now aims to build “authentic connections with 20-something communities,” which suggests a more targeted approach compared to its previous iteration.
What specific criteria were used to select the 36 Insiders from various departments within Asos?
The article does not specify the specific criteria used to select the 36 Insiders from various departments within Asos. It mentions that they were chosen “based on their strong sense of individual style and identity, love for fashion, and knowledge of fashion trends,” but it does not elaborate on the selection process or the specific qualifications that were required.
How will the Insiders curate fashion picks, provide inspiration, and share style tips with customers?
The article does not provide specific examples of how the Insiders will curate fashion picks, provide inspiration, and share style tips with customers. It mentions that they will be “tasked with curating fashion picks, providing inspiration and sharing style tips with customers,” but it does not go into detail about how they will do this or what specific strategies they will use.
Source: Retail Gazette
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