One of the UK’s most successful online fashion retailers is building on its online community to create a standalone brand.

ASOS Life online community to boost retail brand

ASOS, one of the UK’s most successful online fashion retailers, is building on its online community and creating a standalone brand called ASOS Life.

The online community, which has been named with the help of Twitter followers, promises to share insights into life ‘and what we can do to improve it; through sharing what goes on behind the scenes to make it all happen; listening to what you are all thinking and your ideas; helping you…and letting you help each other.’

Since November 2008, a dedicated development blog has featured behind the scenes posts from Ilana Fox, former My Sun community editor at News International. The new ASOS Life website is expected to compliment the retailer’s existing fashion news blog ASOS Today.

Why is Cimex talking ASOS Life when we’ve had nothing to do with its development or build? Well, ASOS Life is a great example of how organisations can exploit online communities to extend their brand beyond their core operation or remit - in this case the traditional online retail model.

As well as developing a dedicated destination for ASOS audiences to visit, read, share and debate every aspect of their lifestyle, the online community will no doubt help direct even more users to the main website, providing many trustworthy in-bound links to ASOS.com.

Learn more about the development of ASOS Life on Twitter