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DMI Daily Digest

ASOS Release Mind Blowing YouTube Dance Video

ASOS are one of the biggest online only fashion brands in the UK with sales of close to £400 million in the last year alone and they’ve really shown how to build a brand online without any bricks and mortar stores using digital as their main channel. Their clothing is targeted at males and females between 16-34 and social media is at the heart of everything they do as well as having one of the most beautiful and most functional online retail sites you will ever see. This video which they have released is absolutely stunning and more than good enough to be used as a TV advert but it is online that this is going to blow up and you can expect it to get millions of views once people start picking up on it. The video starts off with a Google maps’s style zoom in to the center of London and what proceeds is some of the slickest dancing, music and branding that you are ever likely to see. It feels like a huge production Nike or Adidas TV advert and it makes me want to head over and buy clothes immediately on the site.

ASOS have a big presence on both Twitter and Facebook, they also put blogging at the center of what they do as well as launching their own community side of the site in 2009 and this video clearly shows their commitment to all things online. It’s great to see how a brand can grow online and evolve digitally in this day and age rather than targeting consumers through billboards and television ads all the time. Sit back and enjoy the video because this is simply stunning…

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