Breaking news – ASOS has just launched its Australian store, but not as asos.com.au. Grant Arnott shares an exclusive video interview with International Director Jon Kamaluddin, keynote at the upcoming Online Retailer Conference.
The moment many local apparel retailers have feared has finally arrived, with the UK’s leading online clothing retailer ASOS launching in Australia with a dedicated site at www.asos.com/au – currently www.asos.com.au redirects to the Ceravolo wine site.
The pureplay giant’s move into the Australian market is set to capitalise on local brand presence while creating an offering tailored to domestic shoppers. The retailer will price the site in Australian dollars and retain features such as free shipping and returns that have become central to its value proposition.
Matching seasonality will be a key feature of the ASOS Australia site, according to International Director Jon Kamaluddin. Where international online stores have suffered due to ranging for opposite seasons, ASOS Australia’s content will be tailored to the local seasons. ASOS’ product offer will include local labels alongside the popular eponymous label that has proven to be a winner with Australian shoppers. It will also renew its focus on women’s clothing, menswear, footwear, jewellery, accessories and beauty.
Two years ago, ASOS’ international operations generated 30 million pounds – today it generates 300 million pounds, with ASOS shipping to 196 countries. Australia is now its second-largest market outside the UK. All the features that have made ASOS popular with local shoppers will remain central to the Australian site, including the Fashion Finder and Marketplace, while a local returns centre is being set up in Sydney. To get the exclusive word from Jon, watch the video below taken in Boston 30 minutes before the site launched.
Jon is speaking exclusively at Online Retailer on Wednesday 28 June, presenting Pure Perfection: How ASOS is Winning Tomorrow’s Online Customers Today!