COLLUSION: Strategy for the coming age

ASOS, an online fashion retailer, collaborated with Gen Z artists and activists to launch a new brand in the UK, making it the fourth highest selling brand on the ASOS platform during the campaign.

Campaign details

Brand: COLLUSIONClient: ASOSAgency: Uncommon

Summary

In 2018, one of the world's biggest online fashion retailers, ASOS, launched a new brand, COLLUSION. The brand was designed to ensure that ASOS stayed relevant to a new generation, Gen Z. Gen Z may be young (still under 24), but they are arguably the smartest, most complicated, most cynical, most woke generation in history. And they are already spoilt for choice when it comes to fashion. There are 850 brands on the ASOS platform alone. So, we had to find a new way in.

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