What Happened to ASOS? From Icon to Identity Crisis
ASOS used to be THE online retailer for millennials. What happened? At its peak in the 2010s, it was the number one place to shop for fast fashion online. I'm sure so many girlies remember it being your first choice for finding a party dress. Their branded items seemed to be of a better quality too in comparison to other fast fashion retailers. And they had a really good curated selection of brands. Shopping on the store genuinely felt like a good way to discover new brands. Remember ASOS insiders, who were basically influencers that they used to promote their products?
it was such a great way of increasing their brand awareness and strengthening their identity. Fast forward to a gazillion brands and products later, that initial cool factor they had seems to be gone. Many people complain about the site feeling overwhelming due to their vast inventory, and their target consumer has become a bit unclear. Although Essence is a luxury retailer, they still make a good case study. Their target audience is very clear, older Gen Z and Millennials who are early adopters of trends or who prefer more alternative high fashion.
Their e-commerce photography is cohesive and they hire in-house stylists, like Tain, who we actually interviewed for our editorial platform Digiverse, by the way. This sets them apart and is why how to dress like an Essence model was even trending. And their curation of brands is really good. ASOS seems to be competing with SHEIN, but back in their heyday, they were more like the Essence of fast fashion. Even when it comes to their editorial, Essence has a strong editorial output, but so did ASOS at one point with their monthly magazine.
Perhaps rather than competing with SHEIN, they should reposition themselves as a more quality marketplace of affordable fashion. Their consumer sensibilities have changed and Gen Z are also super conscious of sustainability and overspending. But what are your thoughts? Do you think ASOS needs a rebrand? Let us know in the comments.
What Happened to ASOS? From Icon to Identity Crisis
ASOS used to be THE online retailer for millennials. What happened? At its peak in the 2010s, it was the number one place to shop for fast fashion online. I'm sure so many girlies remember it being your first choice for finding a party dress. Their branded items seemed to be of a better quality too in comparison to other fast fashion retailers. And they had a really good curated selection of brands. Shopping on the store genuinely felt like a good way to discover new brands. Remember ASOS insiders, who were basically influencers that they used to promote their products?
it was such a great way of increasing their brand awareness and strengthening their identity. Fast forward to a gazillion brands and products later, that initial cool factor they had seems to be gone. Many people complain about the site feeling overwhelming due to their vast inventory, and their target consumer has become a bit unclear. Although Essence is a luxury retailer, they still make a good case study. Their target audience is very clear, older Gen Z and Millennials who are early adopters of trends or who prefer more alternative high fashion.
Their e-commerce photography is cohesive and they hire in-house stylists, like Tain, who we actually interviewed for our editorial platform Digiverse, by the way. This sets them apart and is why how to dress like an Essence model was even trending. And their curation of brands is really good. ASOS seems to be competing with SHEIN, but back in their heyday, they were more like the Essence of fast fashion. Even when it comes to their editorial, Essence has a strong editorial output, but so did ASOS at one point with their monthly magazine.
Perhaps rather than competing with SHEIN, they should reposition themselves as a more quality marketplace of affordable fashion. Their consumer sensibilities have changed and Gen Z are also super conscious of sustainability and overspending. But what are your thoughts? Do you think ASOS needs a rebrand? Let us know in the comments.
This reel gained over 135,000 views because it perfectly taps into millennial nostalgia while addressing the current issue of a well-known brand’s identity shift. It functions like a micro-documentary, blending personal memories (like ASOS from the 2010s) with market analysis and references to current trends like Essence and SHEIN. This educational and cultural format has strong viral potential because viewers feel like “someone finally said it out loud.” Additionally, the tone is both personal and expert, which builds trust and boosts engagement. People enjoy commenting, sharing their own ASOS experiences, and discussing how brands should evolve.
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