UK brand ASOS launches video-first shopping experience, ASOS Live

Whether tuning in live or catching up later, customers can explore styling tips, beauty tutorials, and trend-led edits from creators. From decoding denim in “Top 3 Jean Styles Every Wardrobe Needs” to mastering skincare in “7 Quick Steps to Glass Skin,” ASOS Live mirrors how fashion is consumed on social platforms.

“Today’s fashion lovers are discovering style through video and creator-led content,” said Anthony Ben Sadoun, EVP of Digital Product at ASOS. “ASOS Live brings that inspiration directly into the shopping journey, helping customers feel confident, inspired, and less overwhelmed by choice.”

Since launching in August, ASOS Live has already seen strong engagement, with hundreds of thousands of views. Customers are spending longer on site and converting at higher rates, with 94% of views happening on replay, showing the value of flexible, on-demand access.

Recent episodes have featured everything from seasonal styling guides like “5 Key Styles to Know This Season” to exclusive moments such as the Topshop and Topman AW25 Runway Show, bringing the energy of fashion week directly to the ASOS app.

ASOS Live is a key part of ASOS’ strategy to deliver more inspirational shopping experiences and foster deeper connections with its customers. By blending content and commerce, ASOS is redefining the fashion journey, evolving into a video-led destination that inspires, engages, and connects through immersive, creator-driven experiences.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

ALCHEMPro News Desk (RM)