Weekly Stories

Why an Apple Watch App Means ASOS Is Thinking out of the Box

Reported by Claire Healy on Apr 24, 2015 6:44:13 PM


ASOS YouTube Channel

The biggest wearable tech launch of the year starts delivering – to those keen enough to have put in their pre-orders already – from tomorrow. One brand that will be hoping for some fashion lovers among those lucky few owners is ASOS, who this week announced more details of their app release on the watch.

As the release and accompanying video revealed, the app’s focus is to deliver a personalised experience for dedicated ASOS shoppers: recommending personalised products according to your habits, or letting you know when an item comes back in stock. It will also use Apple’s ‘Handoff’ feature to allow customers to save an item in their basket on the watch, then easily jump to a mobile or desktop device later on.

The move is the latest of ASOS’ investments in technology that the e-tailer hopes will keep it ahead of the curve. In recent times, the online marketplace has been accused of falling behind when it comes to their technology and logistics – other retailers have caught up when it comes to seamless, high-speed delivery worldwide. But they have continually re-assessed their strategy, and the play for the Apple Watch has arrived at the tail-end of a year of the ASOS Ventures programme. ASOS Ventures is the retailer’s start-up programme, designed to help find the best technology to solve their existing business problems – such as the amount of returns it receives.

Daniel Bobroff, ASOS’ Investment Director, will be moderating a dedicated panel discussion on the subject of out-of-the-box thinking in retail at the Decoded Fashion London Summit. Taking place on 21 May, the conversation will cover everything from the use of big data insights to evolve your brand, to the development of more personalised online services such as that provided by the ASOS Apple Watch app. Investing in the right technology is Bobroff’s forte – find out what’s coming up next for the e-tailer on the 21st.

Reported by Claire Healy

Topics: Apple Watch, app, fashion, ASOS, Weekly Stories

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