Small wins: Asos’s data-driven male models

Using data to discover which models appeal most to shoppers is nothing new for online retailer Asos, but this practice has now spread beyond womenswear into menswear.

In the last six months the menswear team has been working more closely with production to make decisions on product presentation. This includes refining how all menswear product is shot but also more in-depth data analysis around which male models appeal most to shoppers and who drives sales.

As well as allowing the retailer to build out a team of 20 regular faces who can boost conversion rates long-term, it’s also given Asos the impetus to experiment. By reshooting the same product using a new model, sales have seen a 400% boost.

Regardless of the original base figure, that’s impressive and speaks volumes about the small wins retailers can gain when they test and trial new data insights.


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