ASOS

Senior Designer: Jersey

June 2024 - April 2026.

Driving Growth Through Product Innovation & Agility

Across four years in the ASOS Jersey category, I combined trend forecasting, customer insight and agile product development to identify and deliver commercially relevant opportunities at speed. From fabric innovation and elevated essentials to rapid Test & React initiatives, I consistently translated emerging trends and customer needs into successful product propositions. A key highlight was the creation of breatheMAX™, a premium jersey concept that showcased how innovation, clear customer positioning and speed to market can unlock significant commercial growth. This work demonstrates my ability to balance strategic category thinking with fast-paced product execution, delivering impactful solutions that resonate with both customers and the business.

Jersey SS26: Product Strategy, Customer Profiles & Seasonal Big Deals

1. SS26 STRATEGY - JERSEY & LEISURE - Copy of CUSTOMER SEGMENT BRANDED BREAKDOWN.jpg

2. SS26 STRATEGY - JERSEY & LEISURE - SS26 JERSEY & LEISURE COLOUR BOARD.jpg

2.SS26 STRATEGY - JERSEY & LEISURE - SS26 ADMW Jersey Strategy - Total Big Deals_ breatheMAX & High Summer.jpg

4. SS26 STRATEGY - JERSEY & LEISURE - SS26 ADMW Jersey Strategy - Total Big Deals_ Smart & Sports.jpg

Jersey AW25: Product Strategy & Big Deals

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Jersey AW25 Product Shots - Heavyweight

Jersey AW25 Product Shots - Long Sleeve

Jersey AW25 Product Shots - Smart

Jersey AW25 Product Shots - Smart: SUPIMA®

Delivered the first Supima® cotton product launch at ASOS, working closely with Supima® and internal compliance teams to ensure full fibre traceability from farm to finished garment. The project combined premium fabric innovation with rigorous supply chain validation, creating a more elevated and quality-focused jersey proposition for the customer.

Jersey SS25: Product Strategy & Big Deals

1. SS25 PLAIN JERSEY DEPARTMENT BIG DEALS NEU NORMAL.jpg

2. SS25 PLAIN JERSEY DEPARTMENT BIG DEALS HEAVYWEIGHT & PREMIUM.jpg

3 .SS25 PLAIN JERSEY DEPARTMENT BIG DEALS HOLIDAY.jpg

SS25 PLAIN JERSEY DEPARTMENT BIG DEALS 1 PAGERS-4.jpg

Jersey SS25 Design Development & Product Shots - Colour: Neu Normal & Heavyweight & Premium: breatheMAX™. Launch: May 25

£239K across 23 styles in the first 6 days. +211% vs Plan (+ £160K)

“Introducing breatheMAX™, our new range built for maximum comfort and effortless style. Each piece is crafted from a heavyweight jersey that’s both soft and breathable so you can wear it on repeat. Arriving in multiple fits and colourways, breatheMAX provides lasting quality to elevate your everyday wardrobe – and trust us, you will be reaching for it every day. Whether you’re on the go or off the clock, ASOS breatheMAX is made for every moment”.