Pureplay drives state rivalry

Global fashion e-tailer, ASOS, has teamed up with a handful of Australian fashion bloggers to launch “State of Fashion”, a digital competition to find Australia’s most “stylish state”.

Driving the ASOS proposition as a pure-play digital retailer, a selection of top Australian fashion bloggers have been hand picked to present individual edits of their favourite fashion looks for the new season – styled on each contributor, providing inspiration for their followers and representing their eight respective states.

Launching this week, customer engagement will be driven through submission of their own blogger-style fashion photographs and votes on each others’ images. The participant with the most votes will win $1,000 to spend on ASOS as a reward for positioning their local region as the most “stylish state”.

Sally-Anne Newson, ASOS country manager for Australia, stated: “With Australia being the biggest international market for ASOS outside of the UK, State of Fashion is about celebrating the style we see across the whole country and the interpretation of the latest trends to suit each state’s climate, which we cater to with seasonally relevant product online all year.

“Leading with Australian bloggers – and in turn their highly engaged followers – to inspire ASOS customers to showcase their own style, and socially engage with each other digitally, underscores our position as an online fashion destination for product and content. This is a world first for ASOS.”

The participant with the most votes will win $1,000 to spend on ASOS as a reward for positioning their local region as the most “stylish state”.

ASOS has selected the following bloggers for each state:

• NSW: Sara Donaldson, Harper & Harley, harperandharley.com
• VIC: Micah Gianneli, RAWW, rawwblog.com
• QLD: Amanda Shadforth, Oracle Fox, oraclefox.com
• SA: Dajana Mešović, Le Flassh, leflassh.com
• WA: Malena Permentia, Fashion Container, fashioncontainer.com
• ACT: Jiawa Liu, Closet Voyage, closetvoyage.com
• NT: Rebecca Parish, Rebecca Anne Parish, rebeccaanneparish.com
• TAS: Jessica Biancon, Jessica Emily, jessicaemily.net

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