Pureplay fashion giant Asos is due to make its first-ever foray into physical retail, opening its four-storey, central London pop-up to coincide with Black Friday weekend.
The retailer will take over a site at 11 Rathbone Place, just off Oxford Street, from November 23 to 26. It promises that the pop-up shop will “take immersive shopping to the next level.”
The store has partnered with Snapchat on a feature that will enable users of the social media app to scan codes and see digital avatars of themselves wearing a range of Asos apparel they can purchase in store or online.
Customers will be able to use the try-on feature to buy a curated edit of Asos’ autumn/winter 2023 collections.
Two floors of the store are dedicated to its “most loved” brands, including its own-brand labels, Topshop, Topman, as well as brand collaborations with the likes of Nike, New Balance and Charlotte Tilbury.
Over the weekend, the space will feature DJ sets, product giveaways and freebies, plus bookable workshops and panel talks, including a Running Club with New Balance, a styling session with LuxeGen and free beauty treatments and hair styling from Charlotte Tilbury and Drybar, respectively.
Asos senior customer director Dan Elton said: “As part of the Asos Your Way campaign, we are excited to deliver our first in-person shopping experience for Asos consumers this coming Black Friday Weekend.
“The Asos In Real Life pop-up is a brand first, with the takeover of an entire central London location that is shoppable both physically and digitally for visitors. At Asos, our goal is to inspire fashion lovers. We want to connect with, excite and engage our consumers across multiple touchpoints.”
He added: “We look forward to delivering an exciting mix of products, experiences and events at Asos In Real Life and meeting our customers in London soon”.
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