Asos appoints head of editorial in content push has ramped up its efforts to compete with consumer publishers by appointing former Elle UK editor Melissa Dick to lead its content strategy.

The online fashion retailer has appointed the former editorial director to take on the new role and oversee the content of its monthly customer magazine, and its associated websites.

Asos marketing director Clare Dobbie says the position has been created “due to the increased importance of editorial content to our business”.

Dick has previously held senior editorial roles across digital and print publications at Hearst Digital and fashion website

“Asos is one of the most dynamic and innovative fashion brands that exists right now and I am delighted to be joining it,” she says.

“The ability to integrate content and commerce online is something that is really shaping the future of fashion editorial and the opportunity to combine my editorial experience with global fashion retail and media is a proposition I’m excited to be undertaking,”

Dobbie adds that Dick will be “invaluable to providing our customers with compelling and relevant content.”

In the latest ABC figures Asos magazine had a circulation of 449,943.

Read MaryLou Costa’s in-depth analysis of brands moving into magazines to taking on consumer publishers, including a case study of Asos magazine.


New channel, but a 1980s mentality

Marketing Week

Wow, isn’t the new age of digital marketing so exciting for the data professional? Loads of new metrics, types of data, volumes of instantaneous customer numerical and textual sound bites to store, manipulate, masticate over and hopefully provide actionable insight upon.


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