Now Launches Joint Branding Exercise With ASOS

IPC’s flagship women’s weekly, Now, has joined forces with online fashion retailer ASOS to run a co-operative marketing campaign throughout the coming year, including discounts at ASOS.com for readers, as well as branded celebrity clothing features in the magazine.

The deal will see Now readers will receive an exclusive 20% discount in March when they shop at the online store, while selections from the latest ASOS.com fashion collection will be featured in the magazine. Now‘s fashion director will also select the hottest clothes in a special section of the ASOS website.

The marketing partnership will continue throughout the year, rolling out a range of joint activity linking the brands. Now branding will be included on a number of ASOS.com newsletters, distributed to their 400,000 strong female email database throughout the year, promoting a range of special offers tailored to customers.

There will also be regular Now branding on the ASOS.com home page, www.asos.com, direct mail activity and exclusive Now subscription offers for online shoppers. Jointly branded flyers will also be inserted into subscription copies of Now periodically throughout the year.

Commenting on the promotion, Now‘s senior marketing manager, Tara Steadman, said: “This year-long partnership between Now, the UK’s best-selling celebrity magazine, and leading online style store ASOS.com is the perfect match of style and substance. The two brands really complement each other and, most importantly, the partnership adds value to our readers.”

ASOS.com’s marketing manager, Joanne Miller, added: “ASOS is proud to have teamed up with Now for this exciting partnership. The synergy is perfect. Our customers read about the latest celebrity news and fashion trends in Now, and then log on to ASOS to buy the looks they’ve seen the celebs wearing. Now has been featuring ASOS products editorially for some time, but the ‘Fashion Director Choice‘ activity in particular adds an expert endorsement to our products.”

Last year saw Now launch a similar joint marketing initiative with mail order specialists, Freemans. The deal saw the magazine target the catalogue’s customers with a specially created email marketing campaign featuring a mixture of special offers and competitions designed to drive sales (see Now Partners Freemans In Joint Marketing Initiative).

IPC Media: 0870 4445000 www.ipcmedia.com

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