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“It is now possible to conceive a time when we stop seeing men’s and women’s clothes and just see style.”

WGSN

Website proposal

As a global fashion destination for the 20 something generation and one of the largest multi brand website in the UK, proudly shipping internationally it is imperative that action is taken to address the concept of gender neutrality as it is going to change the way that everyone shops, not least your target demographic who are pioneering this 'trend'. 

This is far more than just a short lived  trend - this is a sociological shift
What we propose...

  • Keep the existing Men and Women links, so existing shoppers can still shop in the way they always have. 

  • Add a 'Universal' tab which features a curated collection of clothes, accessories and shoes that could appeal to both genders.

  • Feature photography with models of both sexes to show how it can be worn including catwalk footage of both men and women walking together down the catwalk.

  • Create a social media buzz by announcing on Instagram, Facebook and sending to subscribers.

  • Offer introductory discount to drive purchases through that department.

We have created a homepage which features the 'ASOS UNIVERSAL' link next to the 'men' and 'women' existing links. This gives people the chance to continue to use the site the way they always have if they choose to, which reduces the risk of losing loyal customers. This reduces the risk. Also, your labels are not gender specific so it would be low cost to launch the universal range. We recommend launching a small capsule collection initially to gauge response, expanding later.

By creating an Instagram hashtag #asosuniversal it gives customers the opportunity to take part in the debate. To photograph and upload their purchases from the Universal Collection 

The ASOS UNIVERSAL logo is clearly visible on the top of the picture, this will feature on all pictures in the collection

We have mocked up a product page to show how the ASOS UNIVERSAL product would be shown.

When the collection is launched the main image will be of a man and woman stood together showing how the garment looks on both men and women. 

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