Marry Me, ASOS

By Henry Ng. 

Fashion in 2013 is no longer just about selling clothes; it is about selling a lifestyle and experience as well. It is imperative for brands to innovate and ASOS recently took the cake (both figuratively and literally) at Vogue Fashion’s Night Out 2013 for innovation. The UK giant retailer invited Sydneysiders to pick out a must-have item from the current collection and marry it. Yes, marry a clothing item.

In the ultimate act of love, the ASOS Wedding Chapel was constructed in Martin Place complete with a stained glass window, floral arch and neon signage. The ultimate interactive experience was bestowed where trendy young assistants aided shoppers in selecting the item of their choice, putting it on live mannequins and conducting a ceremony. The party continued with a wedding photographer to capture that precious moment when shoppers said “I do”. The items were then shipped to the shopper.

Onlookers (or wedding guests) were treated to a goodie bag and if they liked the ASOS Wedding Chapel, they pinned post on Facebook, generating the social media interaction and excitement about the prospect of marrying something other than another human being, that we can now ‘love’. Complete with a Bali “honeymoon” ASOS left no rock unturned when it came to helping its devoted customers publicly declare their love for fashion.

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  1. […] First written by Henry Ng on THE F. […]