ASOS EDITION: Revolutionising the fashion industry 𐙚 ♡

Dear girly,

ASOS has completely shocked the fashion industry with its renting schemes. So this begs the question, what is this about? How would this be convenient for ASOS and their consumers? The prices? The marketing aspect? Lastly, what can ASOS do to improve this?

What is the scheme about?

In collaboration with Hindestreet, the rent scheme is set up to involve renting different ASOS in-house brands, it comes in multiple sizes and design preferences such as ASOS petite or tall.

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How would this be convenient for ASOS and its consumers?

This rental scheme is tailored for individuals needing a dress for a special occasion, but they don’t want to spend too much on a dress they are only going to wear once. Many people would prefer rentals as a cheaper and sustainable option to buying it directly. From ASOS's perspective it prevents people from buying expensive occasion wear and returning, ultimately making profits out of the rentals.

However, the only issue with this is that this would not appeal to Gen Z. Occasion wear such as weddings wouldn’t be relatable to an 18-year-old compared to Prom or a Halloween Party. ASOS would need to work on establishing itself as a brand that caters to the younger generation otherwise it would be deemed as the next NEXT (hehe get it?). Having different occasions such as Halloween would be a great way to enhance its appeal to the younger generation. Another way would be setting up contracts with smaller brands that appeal to the younger generation and renting out dresses from them before their competitors do the same.

However, the only issue is sustainability. If ASOS develops a long genre of rental dresses for different occasions, what happens when the style is out of fashion? Would they just throw it away? Or perhaps sell it ridiculously cheap? Who knows?

Marketing

It seems as though ASOS took a laid-back approach by using blogs as a way to promote their rent-a-dress scheme rather than the notorious Instagram ads. However, what many don’t realise is that this is a great opportunity for ASOS to brand themselves as sustainable through this approach as a way to reduce waste.

Prices

The prices range from £270-20. Their average price to rent a dress or a jacket is £20. Personally, the price is perfect. It is not high for me to criticise and be put off it. It is not too low for me to think the dress is of low quality. Interestingly, it is very clear that ASOS showed a ridiculously high price as reduced it to £20. It's a subliminal message that they are renting it ridiculously cheap. However, the delivery fees are a different story. Delivery is is £5. In the mind of the consumer £5 +25 = £30. With these extra costs, might as well buy your dress.

What are your thoughts on this? Do you think it’s a good idea and you consider renting a dress?

Yours Faithfully,

Miss Imelda ♡