In true high street style, two top fashion brands have picked up the en vogue content marketing trend and thrust it into the mainstream.


ASOS has gone from standard website to glossy fashion magazine in one fell swoop over its men’s and women’s homepages.


Three key edits scroll across the left, giving you just enough time to take in the (very big) picture and read the short snappy copy. To the right is a slightly strange Twitter-esque #todayis idea that seems to be there to fill a space. Scroll down and it’s features-led, with the ever-popular, trusty top 10 format (right now it’s Top 10 Fluffy Knits), highlights from the ASOS magazine, a daily edit and lots and lots of fashion news.

That’s a bargain bin load of information packed in to what was once just a pretty picture and a list of links to clothing categories. ASOS is clearly keen to know if it works, with a What do you think of our new homepage box tagged to the scrollbar.


This homepage is less of a bargain bin, more of a capsule collection. The montage of glossy images gives it an Instagram/Pinterest vibe, pulling together key pieces from each of the top seven categories to tempt you to click through. There are some more ‘content-y’ type moves, like 5 Steps to a Side Parting (who knew there was more than one?), an Autumn Essentials edit and Top 10 Autumn Accessories.

Like with ASOS, the homepage also scrolls, from Fashion Director’s Pick to Shoe Boutique. But as you’d imagine from this upmarket online boutique, the look is slick and minimalistic. The Equivalent of ASOS’s Top 10 Fluffy Knits is J’Adore Joseph and reams and reams of fashion news is one carefully chosen Charity Exclusive. The feel is definitely safer than ASOS and more like a standard fashion website, but it’s still made the important move from categories to a collection of editorial, features and products.

What does it all mean?

ASOS looks very funky, if a little confusing on the women’s side, but despite being very different from their previous pages it actually doesn’t feel very radical or uncomfortable. It feels like it has always been this way. So is it old already or just super slick and on-brand?

If fashion legend Humberto Leon (who with Carol Lim resurrected the Kenzo brand) is to be believed: “The secret to getting things to a good place is that it needs to feel awkward in the beginning[1].” It begs the question: has the awkwardness been and gone in testing or has ASOS just not pushed itself far enough?

What’s clear is that each of these sites knows its target market. One is all about timeless classics with a couture edge, and the other is about choice, choice, choice. With the former comes carefully selected pieces of content, with the latter comes, well, choice, choice, choice.

To get people talking about your brand, the conversation starts with Stratton Craig.

Up-and-coming fashion brands also sampling the content marketing approach:

My Asho Market

Bright, colourful and full of the joys of content marketing. This is one to watch, with ‘behind the scenes’ videos, new season edits, ‘This week My Asho loves’, Spotlight and more.


From bespoke monogramming to a pop-up shop calendar, this bright young brand is walking its own online runway. We’re looking forward to more adventurous things from this website.