ASOS, the British online fast-fashion and cosmetics retailer targeting trend-conscious youth in their twenties is relaunching its unique “ASOS Insiders” influencer program as part of an updated marketing strategy aimed at reigniting brand buzz and reminding customers the company offers the latest styles.

The reintroduction of “ASOS Insiders”, after a pause in 2020 due to the pandemic, will feature 36 fashion and style enthusiasts employed across the venture’s various departments, ASOS announced on Tuesday, February 27. The influencers were selected based on their strong sense of personal style, love of fashion, and trend awareness.

They are tasked with curating fashion picks, providing inspiration, and sharing style tips with customers across the retailer’s social media channels like Instagram, TikTok, and Snapchat, as well as on the company’s website and email communications. The program aims to help ASOS build authentic connections with its core audience of young adult customers and ensure they stay up-to-date on new arrivals.

ASOS Insiders Make Comeback: British Fast-Fashion Retailer Relaunches Influencer Program 

“We’re so excited to be bringing back ASOS Insiders and to be giving our customers a glimpse behind the curtain at ASOS,” said Senior Customer Director Dan Elton. 

He puts faith in the company’s insider influencers to create a strong connection with consumers and drive revenue. “As a business we’re packed full of fashion and style enthusiasts that love the brand and love shopping on ASOS, and we think there’s no-one better to help us create deep and authentic connections with our customers than our very own ASOSers.”

The “ASOS Insiders” may also take part in marketing campaigns delivered with brand partners through the London-based retailer’s media sales unit.

The influencer relaunch is part of a broader marketing push by ASOS to spark renewed interest in the brand and emphasize its role as a destination for fashionable apparel. The company offers over 60,000 products sourced from nearly 900 third-party brands as well as its own labels like “ASOS Design” across its app and websites in over 200 markets.

ASOS pioneered fast online fashion in the United Kingdom, quickly gaining popularity among young shoppers in the 2000s. But in recent years, the competitive landscape has intensified with the rise of ultrafast fashion rivals and an invasion of social media influencers.

By revitalizing its insider program of company ambassadors, ASOS aims to reaffirm the brand’s cultural status and a coveted spot in the closets of style-conscious Gen Z/millennial shoppers. The move comes as the company works to recover from a string of profit warnings and leadership changes after a pandemic-induced e-commerce slowdown.