Asos Breaks Into U.S. Retail With First Pop-up Store in New York City's SoHo
'The U.S. is a hugely important market for Asos, and our customers here come to us because they love the unique mix of styles and brands we offer, especially those that can be hard to find elsewhere. This pop-up is about bringing that experience to life in a real, physical way,' Sean Trend, Asos managing director, told WWD via email.
More from WWD
Germany Emerges as Europe's New Capital of Fashion E-commerce
Top 10 Fashion Brands on TikTok
Asos Offloads Topshop to Bestseller, Partners With H&M Group for Cheap Monday's Comeback
According to Trend, New York City was the obvious place for Asos to debut its first pop-up store in the U.S. 'SoHo, especially, felt like the perfect fit. The neighborhood has high foot traffic and strong cultural relevance among our target audience. It's vibrant, creative, and always ahead of the curve, just like our customers,' he said.
The Asos pop-up will feature spring and summer 2025 pieces from Asos' own collections, as well as exclusive products, seasonal updates and items from other partner brands. Shoppers will also find Arrange, Asos' elevated premium brand, which debuted in March. The store's design highlights different themes, including occasion wear and summer essentials, with prices ranging from $10 to $300.
'This pop-up brings that curated mix into a physical space. It reflects what customers love about shopping Asos online: a diverse and inclusive range of styles across brands, sizes and aesthetics. That includes our extended size ranges like plus, tall and petite, which we see as a genuine point of difference in this market,' Trend said.
Inside the pop-up, customers can also browse and order from the full Asos online collection, creating a seamless experience between in-store and digital shopping. The pop-up also includes interactive launch events, giveaways and exclusive treats during the opening weekend. Some experiences require advanced sign-up through the event platform Partiful.
The pop-up is seen as a test-and-learn moment for Asos, according to Trend. 'We're focused on making this first activation a success and exploring how we might bring similar experiences to other U.S. cities. While permanent retail isn't the immediate plan, it's something we may revisit in the future if the opportunity feels right,' he said, adding that the brand is already planning a mini pop-up at Surf Lodge in the Hamptons over Fourth of July weekend. 'This is just the beginning,' Trend said.
Best of WWD
Every Winner in Miss World History: Opal Suchata Chuangsri, Priyanka Chopra and More
French Open's Most Memorable Tennis Outfits and Kits: Serena Williams' Fierce Nike Catsuit, Naomi Osaka's Sakura-Inspired Look and More
Labubu Street Style Wave: How the Viral Charms Are Styled as Accessories, Photos
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Buzz Feed
2 hours ago
- Buzz Feed
Experts Reveal How To Avoid This Rude Email Habit
To get ahead in your career, you need a strong network. And part of that means learning how to email people for their time and connections. One of the simple yet critical requests you'll encounter in your life is being asked to introduce someone else over email, or needing an introduction yourself. Introducing two people over email is a social and professional skill everyone needs to learn, but so many of us get it wrong. It takes emotional intelligence and delicate phrasing to make it as easy as possible for everyone to get the outcome they want. If you do not want to confuse and irritate your connections, you need to be thoughtful about how you broker an introduction between two people over email ― and how you reply. We asked email and etiquette experts exactly where we go wrong and tips for how to be as courteous and as clear as possible in these requests. Here's their advice: The rudest thing you can do? Assume everyone is OK with being contacted for help. If you are the connection 'broker' who is writing the email, you are the one who needs to be mindful of everyone's time and capacity. 'The first thing is, you have to ask yourself, 'Who wants what from whom?'' said William Schwalbe, co-author of Send: Why People Email So Badly And How To Do It Better. If you know both people equally well, and this is a casual request to make new friends or a professional connection, you don't have to be as formal, because the stakes are lower. 'Delighted to make this introduction, I thought you would enjoy getting to know each other. I'll leave it to the two of you to take it from here' is how Schwalbe said you can phrase these requests. But often an introduction email is about asking one party to do something on behalf of another. If the email is to help someone else's career with an informational interview, for example, you need to confirm if the person who will be fulfilling this request is OK with being contacted for help. 'The biggest mistake I see when making an email introduction is not getting the consent of the person being introduced and giving them an opportunity to decline,' said Pattie Ehsaei, a senior vice president of mergers and acquisitions lending at a major bank who also runs the TikTok account Duchess of Decorum, where she teaches workplace etiquette. 'Ask both parties in a private email if they welcome an introduction to the other party, and if both consent, then and only then do you proceed with the introduction,' Ehsaei suggested. People are busy or unavailable for many reasons you may not know. In this preliminary email, you should explain the favor and give the person who is going to be asked to do something in return an easy way to decline. 'The last sentence should be 'I totally understand if you can't do it at this time,' or, 'I'll take no reply as indication that this isn't a good time for the introduction,' ''I'll assume that you can't unless I hear otherwise,'' Schwalbe said. No one likes being surprised with a task they did not agree to do. In this way, you preserve your relationship with your connection by letting them know that their time is important to you. And it can be polite to ask upfront about their preferred method of communication ― especially if this person's contact information is usually private. You can end this email with a line like: 'P.S. If you are willing to talk to them, do you prefer your home email, your work, email, or a text?' Schwalbe suggested. Even if you explained the request in a previous email or text, you should still summarize who everyone is in your official email to the two people being connected. 'Don't presume that the person you asked is going to remember, even if only a couple of days have gone by,' Schwalbe said. Here is a basic fictional template of how this could go: Subject line: Mark <> Julia Hey Mark and Julia, As I mentioned earlier, I'm delighted to make this introduction. Mark is a recent college grad who is hoping to learn more about breaking into marine biology research. He's a sharp writer who just did an internship at X. Julia is my dear friend who is a leader in X. I will let Mark take it from here to set up a time to chat. A good broker makes it easy for everyone to understand what the next steps are. To avoid being included in reply-all emails, Schwalbe said you should make it clear that you want to be dropped from the email thread. Schwalbe said you can phrase this request as 'You can drop me from correspondence going forward, but I look forward to hearing how it all goes.' If you're the person seeking the introduction, don't dilly-dally on a reply. If you ask your connection with help brokering an introduction, you need to follow through on your request right away. It shows your enthusiasm, interest and that you don't take this opportunity for granted, Schwalbe said. In our fictional example, this reply could look like: Hey Julia, I would love to talk to you about how to get into marine biology research. I really admire your career and would be happy to learn more about your journey over coffee or a phone call. That said, I completely understand if time doesn't allow for this kind of conversation. If you are available, please let me know what times would be best in your schedule. Schwalbe said as the person requesting help, it is courteous to give the person helping you an additional opportunity to decline if they are busy. If the request is job-related, you could include a sentence like: 'I would love to send you my resume, if you'd be willing to receive a copy,' Schwalbe said. Don't send attachments or PDFs of your portfolio until you hear back because it can come off as presumptuous in a first email, Schwalbe said. If you don't hear back, do not immediately follow up. Wait two weeks before bumping the email thread again and circling back with your connection broker after another two weeks of silence, as a general rule, Schwalbe said. This way, you give people enough time to respond if they are on vacation or busy. It's polite to keep your broker posted, regardless of the outcome. 'If something comes of it, the asker really should loop back,' Schwalbe said. 'If somebody wants me to speak to somebody, and I speak to them, and I never hear back, it is slightly irritating.' And even if you hear radio silence from your email recipient, you should tell your connector that you're still thankful for the time they took to help you. You can say something like, 'As it happened I didn't hear back but I know how busy they are, and wanted you to know that even though nothing came of it, I really appreciate your desire to help me,' Schwalbe said. When you're seeking help, be sensitive to how often you ask your broker for help. Unless they have given you permission to see their contact list as yours, 'I think of it as kind of one-and-done,' Schwalbe said. In other words, you cannot ask your connector for help with an introduction and ask for their help again with a different contact two weeks later. Emails are great for coordinating schedules and making introductions, but they are ultimately words in an inbox. Showing sincere appreciation for someone's help means going one step further. 'An email thank-you, no matter how extravagantly phrased, is still just an email,' Schwalbe said. Schwalbe gave the example of someone's connection being the reason you land a job. Whether you are the asker, helper or broker, if somebody 'really helps out somebody else in the chain, it's really nice to send a handwritten note, flowers, chocolate,' he said. That's why, in Schwalbe's view, the biggest mistake we make with these kinds of emails is not understanding the value of someone giving you their undivided time and attention. 'It is a big favor to ask someone to take the time, and it's a favor a lot of people are genuinely delighted to do, but it's still a big favor,' Schwalbe said. HuffPost.
New York Post
4 hours ago
- New York Post
NYC used to be the fashion capital of the world — now you can hardly find a decent clothing store
It's time for class to return New York, New York. Once, a helluva town. The prices stay up but the merchandise is down. Days of old, need shmattas for a wedding, confirmation, bar mitzvah, divorce settlement, you'd just walk in the West 30s and see dudes pushing racks of dresses, coats, suits. Shove names like Gucci, Valentino, Chanel, Dior. That Seventh Avenue chunk was Fashion Alley. So busy that — amble by in your own outfit — some rack-pusher could've even hustled it right off your behind to resell to a pushcart in Venezuela. These movable racks had clothes, shoes, sprinkles, feathers, fashion, flowers — many Washington, DC, thieves ago — that was then IT! Not now. Sayonara. Products aren't in stores. Why? Because there aren't many stores. Because shops aren't paying their bills. Saturation was luxury clientele. Now they're not buying what they did. Handbags? Meh 'Handbags do not always enthuse luxury spenders. Chanel, Gucci, Balenciaga, Valentino, Dior changed their top designers. Sales are down. Money's down. The look is down. Revenue is from a wearable look. That's what's notable. But look at what's wearable today,' so says a designer who formerly dressed the Oscars and Tonys. 'Small brands are even affected. Tees made in China, Vietnam, Uruguay. It's scary. Fashion's not unique, not special, not wanted in the big time. No reason for the consumer to shop. 'VIP society has become casual. Jeans for a thousand dollars? Chanel shirt to go with the jeans — $1,200. 'And European runway garbage isn't wearable. Theirs is your crotch hanging out, butt crack visible, breasts grabbable, designers making your navel into a small potted plant growing feathers. Get opinions and commentary from our columnists Subscribe to our daily Post Opinion newsletter! Thanks for signing up! Enter your email address Please provide a valid email address. By clicking above you agree to the Terms of Use and Privacy Policy. Never miss a story. Check out more newsletters 'The onetime personal shopper's been poached. That bar mitzvah or top-of-the-line wedding shopper who went to your home with carte blanche so you needn't suffer dressing room tryouts has switched to everyday Nordstroms. Once the prevail of Saks 5th, Neimans, those high-priced, nose-up-your-behind salespeople who'd hand-carry original Paris creations to a VIP? Gone. Kaput.' Stores closing. The new generation wears garbage. Fast fashion. Guys do T-shirts. Stomachs hang out. Chopped tops, cutoff jeans. They'll spend on food and experiences — not clothing. It's only to look hot on Instagram or TikTok. You have to give consumers a reason to buy. Canadians no longer come. Chinese are buying less. Europeans are down in terms of shopping here. Luxury people aren't customers anymore. Stores are going out of business. No one has style I was in Due restaurant the other night. Throats were in pasta. Behinds were in jeans. Watch, French billionaire Bernard Arnault who already owns LVMH, Dior, Bulgari, Givenchy, Fendi, Tiffany, Celine, Kenzo, Marc Jacobs, Pucci, Loro Piana, Loewe, Guerlain, Sephora, plus another stock of stores, and already owns 57th and 5th's three most famous corners . . . watch. Just watch. WATCH. He'll grab Bergdorf's next. With shmattas' hem lengths today, if a female wants her appendix taken out and doesn't want it to show, they'll have to remove it through her nose. And not only in New York, kids, not only in New York.
Los Angeles Times
8 hours ago
- Los Angeles Times
U.S. and European Union announce a trade framework
EDINBURGH, Scotland — The United States and the European Union reached a tariff deal Sunday after a brief meeting between President Trump and European Commission chief Ursula von der Leyen. A White House deadline was days away from imposing punishing import taxes on the 27-member EU, which is America's leading global trading partner. 'It was a very interesting negotiation. I think it's going to be great for both parties,' Trump said. The make-or-break talks were meant to head off trade penalties — and promised retaliation from Europe — that could have sent shock waves through economies around the globe. Trump and Von der Leyen held private talks at one of Trump's golf courses in Scotland, then emerged a short time later saying they had reached an 'across the board' agreement. In remarks before the session, Trump pledged to change what he characterized as 'a very one-sided transaction, very unfair to the United States.' 'I think the main sticking point is fairness,' he said while also noting, 'We've had a hard time with trade with Europe, a very hard time.' Von der Leyen had said the U.S. and EU combined have the world's largest trade volume, encompassing hundreds of millions of people and trillions of dollars. Trump said the stakes involved meant a deal should be pursued. 'We should give it a shot.' Von der Leyen said Trump was 'known as a tough negotiator and deal maker,' which prompted the president to interject, 'But fair.' She said that, if the agreement is successful, 'I think it would be the biggest deal each of us has ever struck.' For months, Trump has threatened most of the world with large tariffs in hopes of shrinking major U.S. trade deficits with many key trading partners. More recently, he had hinted that any deal with the EU would have to 'buy down' the currently scheduled export tax rate of 30%. The Republican president pointed to a recent U.S. agreement with Japan that set tariff rates for many goods at 15% and suggested the EU could agree to something similar. Asked whether he would be willing to accept tariff rates lower than that, Trump said, 'No.' As for the threat of retaliation from the Europeans, he said: 'They'll do what they have to do.' Their meeting came after Trump played golfed for the second straight day at his Turnberry course. The president's five-day visit to Scotland is built around golf and promoting properties bearing his name. A small group of demonstrators at the course waved American flags and raised a sign criticizing British Prime Minister Keir Starmer, who plans his own Turnberry meeting with Trump on Monday. Other voices could be heard cheering and chanting, 'Trump! Trump!' as he played nearby. On Tuesday, Trump will be in Aberdeen, in northeastern Scotland, where his family business has another golf course and is opening a third next month. The president and his sons plan to help cut the ribbon on the new course. Joining Von der Leyen were Maros Sefcovic, the EU's chief trade negotiator; Bjorn Seibert, the head of Von der Leyen's Cabinet; Sabine Weyand, the commission's directorate-general for trade; and Tomas Baert, head of trade and agriculture at the EU's delegation to the U.S. The deadline for the Trump administration to begin imposing tariffs has shifted in recent weeks but was now firm, the administration said. 'No extensions, no more grace periods. Aug. 1, the tariffs are set, they'll go into place. Customs will start collecting the money and off we go,' U.S. Commerce Secretary Howard Lutnick told 'Fox News Sunday.' He added, however, that even after that, 'people can still talk to President Trump. I mean, he's always willing to listen.' Without an agreement, the EU said it was prepared to retaliate with tariffs on hundreds of American products, including such diverse items as beef, auto parts, beer and Boeing airplanes. If Trump eventually made good on his threat of tariffs against Europe, it could mean that items including French cheese, Italian leather goods, German electronics and Spanish pharmaceuticals would be more expensive in the United States. The U.S. and Britain, meanwhile, announced a trade framework in May and a larger agreement last month during the Group of 7 meeting in Canada. Trump says that deal is concluded and that he and Starmer will discuss other matters, though the White House has suggested it still needs some polishing. Weissert writes for the Associated Press.
