How Asos Is Helping Life Is Beautiful Diversify Product Beyond the Festival

Asos and Life Is Beautiful’s new multiyear partnership is aimed at bringing the festival and retailer one-step closer to their consumer base. The deal and inaugural apparel launch collection — celebrated Thursday evening in Hollywood with a guest list that included Sofia Richie, Scott Disick, Katherine McNamara and Madison Beer — makes Asos the festival’s exclusive retail partner. That means it will be the only company working with Life Is Beautiful on apparel for this year’s festival, in addition to multiple activations both on and off the festival grounds. CLICK HERE FOR PHOTOS FROM INSIDE THE PARTY The event at club No Name on Fairfax Avenue served as the kick-off event to a six-month focus on marketing at festivals in the lead up to Life Is Beautiful, explained Asos communications director Rachel Bremer. The strategy entails sending influencers out wearing Asos to the Governors Ball Music Festival, L.A. Pride Festival, Outside Lands Music and Arts Festival, Pitchfork Music Festival and Afropunk Festival. While the retailer has dabbled in similar tactics in the past, it was never done in as structured a way as this year, Bremer added. A survey of Life Is Beautiful attendees last year asked respondents if they were familiar with Asos.

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