Asos makes a splash in retail with debut physical store experience

The online giant promises its customers to "take immersive shopping to the next level."

Asos is preparing to open its first-ever physical store in London. The opening is timed to coincide with the upcoming Black Friday. With the outlet's launch, the online giant promises its customers to "take immersive shopping to the next level." The four-story Asos In Real Life store will be open at 11 Rathbone Place for just a few days, from November 23 to 26.

SnapChat collaboration and popular brands

Asos' partner for the experimental format is SnapChat. Shoppers will be invited to upload their photos and rate their own images wearing clothes from Asos collections. Favorite outfits will be available for purchase on the spot during the days of the campaign.

Clothes from the Fall-Winter 2023 collection will be physically and digitally available.



On the first two floors of the unusual store will be presented the most popular brands from the Asos portfolio - Topshop, Topman and Collusion, as well as major brands such as Nike, The North Face, New Balance, Charlotte Tilbury and Sol de Janeiro, as well as the online retailer's own brand Asos Design.

Top brands and interactive events at Asos In real life

As a bonus, shoppers can look forward to various themed events, including live DJs, panel discussions and workshops from LuxeGen, The Ordinary and New Balance.

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