ASOS has selected The Or as its new creative agency to develop a long-term brand platform as part of the digital fashion retailer’s marketing strategy shift.

The retailer, which is currently midway through a turnaround and cost-cutting journey under the banner ‘Back To Fashion’, is embarking on a brand-building strategy via the new agency in a move away from performance marketing.

Livvy Thompson, head of global customer marketing at ASOS said: “[We’re] all about bringing trends and culture to our audience through a fashion lens. We’ve seen lots of success since focusing on the ASOS brand and look forward to supercharging that work with The Or. They demonstrated strategic and creative know-how will prove invaluable in helping us continue connecting with fashion-lovers.”

Paulo Salomao, managing partner at The Or added: “ASOS is a style staple for the UK market, helping us to discover new trends and transform our wardrobes at the click of a button. Fashion is currently undergoing an incredible evolution, not just in the way we shop but in what consumers want from the brands that they choose. [We want to bring] creative solutions to further cement the brand’s place at the heart of British culture.”

In April, ASOS said it had made strong progress on speed and profit initiatives although results for the 26 weeks to 3 March were lacklustre. Adjusted group revenue fell from £1.838 billion to £1.497 billion during the first half. Adjusted EBITDA was a loss of £16.3 million from a profit of £4.6 million.
 
But the retailer said it expects a return to profit next year.