The Big Interview

As Creative Director at ASOS.COM what is your vision for the brand?

Innovation meets fashion meets creativity meets technology. As the leading online fashion store the creative main focus is to produce dynamic on and offline features which showcases the brands extensive product offer from it's ownbuy collections through to the ever expansive brand offer, across womenswear, menswear and beauty.Always pushing the boundaries in terms of fusing creativity, technology and fashion - from online catwalks to interactive downloadable content. The key mission is to create the ultimate and definitive online fashion store.

With the highstreet at panic stations, what do you think the future holds for online shopping in the fashion sector?

More and more of us are going online to shop - for ease and less stress! Who wants to trek around every store on the high street when you can logon to one destination and have the high street at your fingertips.  Stores themselves can only stock a certain number of lines due to space - online the space is infinite!

How does ASOS.COM differentiate itself from other online fashion sites?

Choice, Value and fashion authority.  Not only do we allow our customers to shop with ease (within a few clicks) we also give our customers true fashion inspiration from online catwalk to rich, spirited fashion features - be that within our monthly glossy or online through interactive shoppable content.

How do you find working with us?

Creative, inspirational and always pushing boundaries without loosing the brands core values and position.

How do you think the work we've done so far will impact ASOS.COM?

The projects we are currently working on will definitely have an impact in terms of taking the ASOS.COM brand to it's next level - through the re-brand, packaging and labeling.