Asos launches iPad magazine edition

Asos is launching an iPad app to coincide with next month’s overhaul of its online magazine as it looks to integrate its editorial and commercial web properties.

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The app will contain content originally produced for the online version of the Asos magazine as well as exclusive footage and features such as video and 360-degree views of clothing items. The magazine app will also let users update their shopping baskets directly from their iPads, but not purchase.

The iPad app will be available for free from the App Store from Friday with both Android and iPhone versions scheduled to launch by the close of 2011.

An Asos spokesman says the app will not feature any advertising opportunities for brands and that it was in the process of developing its first fully transactional mobile app.

Nick Robertson, Asos CEO, says the company would continue to focus on developing apps for tablet devices and that it would continue to develop editorial output focused on male audiences.

Earlier this year, Marketing Week’s sister title new media age revealed the online clothing retailer generated over £1m via its mobile-optimsed website in December 2010. Visitors to the Asos mobile site now account for 8% of its total online traffic.

Read Marketing Week’s profile of Asos chief executive Nick Robertson here.

This story first appeared on New Media Age. For more digital stories and analysis from NMA click here now

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