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Is Asos’s Finder a keeper?

Etailer’s new site categorises trends and user-generated looks and then links them to retailers’ product.

Continual expansion and innovation is the norm for pure-play etailer Asos, and this month is no exception following the launch of Asos Fashion Finder.

The aim of the Fashion Finder site is to provide customers with a platform to search for user-generated content, and then shop for product that sits within user-chosen trends. The product on the site is not only from Asos, but also from a range of retailers including Reiss, My-Wardrobe and York indie Sarah Coggles. When clicking on an item, users are redirected to the retailer’s transactional site. Asos takes a commission on every resulting sale.

The site is integrated with Facebook and users can create their own personalised profiles which they can share with other Fashion Finder members. A ‘create’ tool can be used by members to build their own outfits. This involves selecting a number of products from a box on the right of the screen and dragging them into a box on the left (very similar to Asos’s promotional campaign last year with Cadbury’s Caramel Bunny). Product is displayed in groups of 16 and can be filtered by category.

Users are also given the option to upload photos and videos of their own looks which they can add to their profile and share with the Fashion Finder community. Each profile includes an inbox so friends on the site can message each other. There is also a ‘favourites’ section where users can save looks or outfits. Members are given a badge rating on the site depending on how active they are. All new users start as ‘Style Rookies’ but gain points based on their level of activity online.

Asos Fashion Finder is a compelling proposition for retailers and an addictive tool for consumers. It cleverly merges social networking while pushing users to the transactional sites in a similar way to affiliate sites. Asos has again shown it is at the forefront of the etail sector, perfectly combining the mix of social and shopping.

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