Recently launched 'Asos Marketplace' is a new digital platform where boutiques, vintage collectors, individuals and designers – established or undiscovered – can open virtual stores to sell fashion to the world.

Built as a fashion democracy created and controlled by users, all sellers, regardless of their size, are encouraged to photograph their much-loved items – old and new – street-style, telling the stories behind them and passing them on for sale to other fashion enthusiasts.

Daily topical blogs and weekly trend reports from the Marketplace team reinforce the uniquely editorial feel to a user-generated, content-driven e-tail environment.
Marketplace will leverage the existing two million active customers who are already part of the Asos network, opening up a global reach to sellers (who will initially be UK-based). Customers putting their clothes up for sale online are also given advice from ASOS’s expert team on how to display their items to maximise selling potential.

Fashion buyer Jemma Dyas has recently been appointed as the Marketplace Fashion Scout. Currently sourcing the UK’s best fashion talent, Dyas will add her own touch by ensuring the retail edit remains fresh and relevant.

Boutiques wishing to host a virtual stall are subject to a selective acceptance process, resulting in the most successful applicants collectively forming the first 100 Marketplace boutiques, and being supported with optional business mentorship from Asos. Browns Focus has been confirmed as one of the initial signings.

A 10% selling fee will apply to individuals for each item sold, with no listing fees or pricing menus. Those who successfully apply for a boutique will pay £50 per month (which includes an Account Manager at Asos, ability to customise their store front and some premium on Marketplace) and a 15% fee on each sale.

Caren Downie, womenswear buying director at Asos, said: “Marketplace is an exciting addition to Asos. It allows us to extend our offer and enables our customers to discover even more fashion online. Through Marketplace we can offer another level of support to emerging designers where they can access two million customers worldwide. Similarly, selected boutiques, vintage collectors and individual sellers will also be able to reach a much wider audience of fashion lovers.”

Established in June 2000, Asos.com is the UK's largest independent online fashion and beauty retailer and offers over 36,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty with approximately 1,300 new product lines being introduced each week. Aimed primarily at fashion forward 16–34 year olds, Asos.com attracts over 8 million unique visitors a month.