Asos is to launch live online personal stylists as etail strives to compete with in-store service
Etailer Asos is to launch a live online styling service to help its shoppers choose items suited to them.
Initiatives like live chat are already widely used to help customers understand the technical requirements of products, so why not bring expert advice into the world of style too?
Choosing clothes online is of course different from snapping up a new microwave or mobile phone. It’s a very personal experience and it’s not just about items being the right size, it’s about style, shapes and trends as well.
Personal stylists are a common sight in department stores and the ability to seek private advice is often viewed as a premium service. However, there is no reason why experts cannot give one-to-one style advice via online.
Asos boss Nick Robertson says the move will “take online to a whole new level” and will help the fashion giant edit its huge selection.
The retailer has trialled its ‘Live Style Advice’ and will ramp it up in the New Year.
Initiatives like this are set to become increasingly common in fashion etail, further diminishing the need to go into store when searching for the perfect dress.
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