Back in 2000 when As Seen On Screen first launched, I was introduced to the brand not through TV or by a magazine advert, although magazine ads did indeed appear, but through a friend, who happy with a purchase she’d made online wanted to spread the word. Ten years on and despite what we can only estimate to be an incredible leap in the size of their marketing budget, the retailer that is now Asos is still savvier than most when it comes to letting their customers big-up their brand.

In 2011 Asos are now much more than an online retailer. They launched their own fashion magazine which they post directly to customers in 2007 (Daisy Lowe’s on this month’s cover). They also have an online community and a marketplace which combines blogs with eBay-style selling. Add to this the launch of Asos mobile last year and in media terms, the presence of Asos appears near all-encompassing. (more…)