Reliance Retail to take on H&M, Zara with UK label Asos

In what will pit it against fast fashion brands like Zara and H&M, Reliance Retail has inked a long-term licensing agreement with UK-based online fashion platform Asos, which targets shoppers in their 20s.
Under the terms of the deal, the company will be the exclusive retail partner for Asos across all online and offline channels in India. Simply put, Reliance Retail will plan the brand’s retail strategy and decide on which online and offline platforms its products should be placed. Going ahead, Reliance Retail may also launch exclusive Asos stores in India just like it operates outlets for American brand Gap.
“Reliance Retail will introduce Asos’s curated portfolio of fashion-led own brand labels to the Indian market through a multi-channel presence for Asos and a diverse array of retail formats, including exclusive brand stores, multi-brand store expressions and digital commerce platforms,” the company said in a statement.
The partnership with Asos will widen Reliance Retail’s portfolio of fashion brands and add to its strategy of playing across segments ranging from luxury to mass. The positioning of Asos will be premium.