* Image courtesy of ASOS
For part 2 of my exclusive content focusing on the fantastic ASOS In Your World series, I was lucky enough to get an interview with ASOS Fashion Director of Menswear Stefan Pesticcio.
Stefan has a sterling pedigree in menswear after working for the likes of established UK stores/brands Topman, Debenhams and River Island and is now the brains behind menswear at the retail juggernaut that is ASOS.
Stefan, I believe
Australia is ASOS’ second biggest market after the UK, so how excited are you
about the launch of your exclusive ‘In Your World’ collections for the
Australian market?
Yes, it is our fastest growing international
market. Six months ago we were selling something every nine seconds in Aus,
equating to 2 jumbo jets a week shipping the stock. Today, six months later, we
are selling something every six seconds equating to 3.6 jumbo jets. The
response here to what we are doing is phenomenal and in a large part, taking us
by surprise. We are excited to be doing this for the Aus market and the
response to the exclusive has made it all the more satisfying.
‘In Your World’ comprises
of 4 exclusive Australian collections, one of which ‘House Party’ is a menswear
collection. What can you tell us about it, and what inspiration did you
draw on for the collection?
The trend is called 'House Party' and
references '90s street, surf and skate culture, a little bit Fresh Prince of
Bel Air. There are a lot bold colours and graphic print played across chinos,
polo shirts, t-shirts, sweaters, backpacks, plimsoles and high tops and five
panel caps.
How important is it to
offer product for specific markets?, and how will this differ to product
for/from other territories?
This is the first time we have done this - it
is a first for ASOS and for Australia. Not only will this exclusive put
Australian consumers first, it will give us a chance to guage what is going to
perform for us this summer and could well influence our depth of buy on certain
products for our summer; so Australian's will in effect be helping to shape the
global trends as we present them for next summer.
For the uninitiated, what
does ASOS offer the Australian retail scene?
Our offering is a global one, the Australian
site features the same we offer to our UK and all international customers -
excluding this particular exclusive, our product offer does not differ country
to country. We aim to provide affordable, quality product and a superior
shipping and returns service - we can now ship to metro areas in two days if
ordered before 2pm.
Do you think online retail
seems to attract a more sizeable female following, or are the fellas shopping online
too?
Women definitely browse online and shop with
more frequency to men, however our men's business is growing in line with our
women's and is currently around 25% of our business and growing.
I spend a lot of my time
through IDYSM focusing on what’s happening at a street level, where do you get
your inspiration from?
We have a design team of ten and quite a large
buying department. Most of us travel the globe on research trips and I would
say most of our inspiration is from keeping a keen eye on trends and
sub-cultures bubbling on the streets.
As a key figure at the
forefront of menswear, what styles and trends do you see emerging in the future
for menswear?
This season we are backing five panel caps,
bomber jackets and printed shirts.
Lastly, I have to ask –
what have you got on your feet right now, and what inspired this choice?
ASOS tan brogues.
A big thanks to Stefan. The final part of my exclusive ASOS content is to come next week - don't you dare miss it!
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