LA Diary: ASOS USA Launch

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British online retailer ASOS has launched its long and hotly anticipated USA, giving buyers free shipping both ways on all US orders. Formerly known fully as As Seen on Screen, referring to its copying of garments worn on TV, in film or on the backs of celebrities, the e-tailer stocks its own brand as well as designer names. 

ASOS currently has 200,000 customers who shop on the UK site, but this launch sees all prices in Dollars, American product language - such as sweaters not jumpers - and other services suited to the American market. 

“The US presents an enormous opportunity for us. We bring fashion to your home, whether that’s in New York, Chicago or Topeka, Kansas. That’s something the average 22 year-old is looking for in an online shop and what separates us from bricks and mortar shops,” says Nick Robertson, the 42-year old founder and CEO of ASOS who established the company 10 years ago with 3 employees. 

As well as having the excellent ASOS own brand, there is a host of designers and high street brands from the UK that have become popular in LA such as All Saints, which opened a store on Robertson Boulevard. However, with a number of brands that are not really heard of, or within the typical American aesthetic, it will be interesting to see how some of the brands fare over others. 
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