India’s fashion scene is about to get a major upgrade as the iconic British fashion brand ASOS launches exclusively on AJIO, bringing over 3,000 carefully curated options to the Indian market. Founded in 2000 in the UK, ASOS has become a global fashion phenomenon, attracting over 2 billion visits and fulfilling more than 80 million orders annually. This unprecedented popularity stems from ASOS’s ability to consistently deliver on-trend fashion that resonates with a wide audience, offering everything from everyday essentials to statement pieces.
This marks ASOS's first foray into India, a move that aligns with the country's growing appetite for international brands and the rising trend of premiumisation in fashion; the UK brand will be available to Indian consumers through AJIO, featuring their own brands like ASOS Design, ASOS Edition, ASOS Luxe, and Miss Selfridge. The brand promises fresh launches every month, with an ambitious plan to expand its offerings to 20,000 options within a year. This entry is set to enrich India’s evolving fashion landscape and AJIO’s mission to bring the best of global fashion to Indian consumers.
But it’s not just about bringing a single style to the forefront. ASOS is rolling out a range of distinct collections that cater to various tastes and trends. For instance, the Sailor Style collection draws inspiration from the timeless charm of nautical fashion, infusing classic maritime elements like crisp stripes, tailored blazers, and relaxed fits with a modern twist. It’s all about embracing the elegance of seafaring attire, offering pieces that add a touch of nautical flair to your wardrobe. If you’re more into making a bold statement, the Big Bad Denims collection is for you. With its oversized silhouettes and rugged denim fits, this collection is all about redefining casual cool. Think standout jackets, relaxed jeans, and bold shirts that blend comfort with an edgy, larger-than-life aesthetic.
For those who value both style and functionality, the Urban Utility collection offers a sophisticated take on utility wear. Sleek jackets, durable pants, and multi-pocket shirts are designed to meet the demands of city life while keeping you looking sharp. It’s practical fashion that doesn’t skimp on style. Pushing the boundaries of fashion even further, the Cyber Punk collection brings a futuristic edge with high-tech fabrics and bold, urban designs. This collection captures a tech-driven, dystopian aesthetic, with sharp jackets, standout pants, and striking accessories that are perfect for making a cutting-edge statement. Lastly, the GORPCORE collection is perfect for the urban explorer. This trendsetting line blends rugged adventure with a modern techwear aesthetic, offering functional designs with a fashion-forward twist. With durable materials, versatile layers, and bold silhouettes, GORPCORE redefines utility wear for those who seek both adventure and style.
Vineeth Nair, CEO of AJIO, commented on the partnership, saying, “Indians are exposed to global fashion trends and pop culture now more than ever. With a growing appetite for international brands, ASOS is perfectly poised to tap into the Indian market with India’s favourite online fashion destination AJIO catering to young Indian shoppers looking for the latest in global fashion.” José Antonio Ramos, CEO of ASOS, echoed this sentiment, stating, “AJIO’s strong presence and understanding of the Indian consumer makes them the perfect partner for ASOS as we work to bring the best style to fashion-lovers around the world. We’re excited to launch our trend-led brands in India and see our iconic fashion resonate with AJIO’s customers.”
AJIO has consistently been at the forefront of redefining fashion choices in India. The last two years have seen a significant doubling of AJIO’s international brand portfolio, driven by the increasing demand for premium brands among Indian shoppers. This trend, coupled with rising Average Basket Values (ABV), underscores the platform’s role as a key destination for international fashion. The ASOS launch will be supported by a 360-degree media campaign, spanning both online and offline channels. Additionally, AJIO plans to introduce a groundbreaking Mixed Reality experience soon, offering customers an interactive showcase of ASOS's trendy products.
To celebrate this exciting launch, AJIO is offering an exclusive 15% discount (valid till 31st December 2024) on ASOS products for orders above INR 2999/-. Simply use the code ILOVEASOS15 at checkout and embrace the latest in global fashion today—click here to explore the catalogue.
