ASOS.com is looking to capitalise on its menswear business by launching a dedicated menswear magazine as well as a spin-off website, ASOSman.com. Launched this month, ASOSman.com will include “aspirational” fashion and grooming collections, refined search options and new interactive features. ASOS says that in response to customer demand, product images will be 250 per cent larger and offer zoom options as well as alternative garment views.
The bimonthly ASOSMAN magazine makes its debut this month in lads’ magazine Zoo and weekly music title NME. It is also being distributed in “freshers week” student goodie bags. The company expects it to reach 500,000 readers. The new magazine complements the existing ASOS magazine, which since its introduction in September 2006 has grown from a 68-page publication sent out with 100,000 orders each month to a 100-page monthly sent to 400,000 customers.
ASOS.com is the UK’s second most visited online clothing store, behind Next. It attracts more than 2 million unique visitors per month to its offering of “fast fashion” inspired by celebrity styles.