Etail giant ASOS launched their ASOS Green Room in 2010, which is the area of their online marketplace dedicated to ethically minded brands. It houses some of ethical fashion’s coolest labels including People Tree, Melissa and their own line, ASOS Africa. By featuring brands in both the main area and the ‘Green’ section of the website, a brand’s traffic and exposure is effectively doubled. Ethical brands are thus easy to find but not specifically cornered off.
In this interview stacked with tips, SOURCE Intelligence’s Daniela Nordmeyer speaks to ASOS buyer Claire Hamer about the concept and the selection process, introducing us to The Green Room mantra: people, planet, profit – and product. Claire explains why this addition of ‘product’ to the conventional ‘triple bottom line’ is crucial to catching the eye of the ASOS buying team.
Sign in to read the full article