Etail giant Asos is gearing up to launch The Green Room, a new section on its site to target ethically minded shoppers and boost Asos’s ethical credentials.
The area will launch in February and will feature on the main site with its own screen-top tab and dedicated home page alongside Asos Kids, discount site Outlet and the Asos Beauty area.
A raft of new brands have been signed for the launch, including Emma Watson for People Tree, footwear brand Beyond Skin, footwear and accessories brand Swedish Hasbeens and footwear brand Terra Plana.
The new site will give existing ethical brands that trade with Asos, including the core People Tree collection and footwear label Melissa, the opportunity to double the traffic and exposure they receive because they will be sold on the main areas of the site and in the new Green Room.
Asos is seeking new brands for the site and said its criteria was brands or labels that “promote people and the planet”.
Asos has been pushing new areas of its site in an attempt to lift its market share across clothing categories. It launched Asos Kids earlier this year and has recently added an own-label kidswear offer to the channel. It also added a menswear section to its Outlet site in September.
To support The Green Room, Asos is to launch an ethical own-brand range called Asos Africa selling clothes sourced from community projects across Africa. The etailer will also team up with fashion bloggers who will create organic T-shirt designs.
Separately, Asos will increase the number of pieces in its high-end Asos Black range, from eight pieces to 30 pieces for spring 10 thanks to strong sales of the collection.
The etailer is also ramping up its Asos Best of British ranges for spring 10 with new and exclusive designer collaborations including Carolyn Massey for Slazenger and Ally Capellino with Dr Martens.
Separately, Asos marketing director Hash Lahda has left the business. A replacement is being sought. The reason for his departure was unclear as Drapers went to press.