ASOS
Senior Designer: Tailoring
April 2026 - Present.
Tailoring Reimagined: A Vision for Future Growth
Within my first six months in the ASOS Menswear Tailoring team, I identified a series of strategic opportunities to elevate the department while continuing to deliver seasonal product development. Through trend forecasting, customer insight, competitor benchmarking and cross-functional collaboration, I developed future-facing concepts across trend, quality, fit and styling. Using AI to rapidly bring ideas to life, I transformed strategic thinking into tangible, commercially relevant solutions designed to improve the customer experience, strengthen the ASOS Tailoring proposition and support long-term growth.
Explored through four interconnected pillars, Trend, Quality, Fit and Styling, this project demonstrates how strategic thinking, customer insight and design innovation can be used to identify growth opportunities, elevate the customer proposition and shape the future direction of Menswear Tailoring at ASOS.
Tailoring SS27: Trends. Delivering the Right Product for the Customer
Led the SS27 Formal Trend strategy for ASOS Menswear, identifying six trend narratives through a combination of catwalk research, cultural insight, social media analysis and market intelligence. By validating each direction against SS27 runway collections, I created a commercially focused trend framework that guided colour, silhouette, fabrication and product development across the category.
Tailoring SS27: Elevating Quality Through Product, Construction & Brand Experience.
Led the development of a quality elevation strategy for ASOS Menswear Tailoring, combining garment construction innovation, quality storytelling and brand development. Through competitor benchmarking and customer insight, I created a new branding architecture and proposed two sub-brand concepts, studio. a and NOAK, using AI to visualise realistic and commercially viable branding solutions. The project demonstrates how considered design, premium touchpoints and clear product storytelling can enhance perceived quality and elevate the overall Tailoring proposition.
Tailoring SS27: Tailoring Fit Architecture & Customer Fit Guide
Led the development of a future-facing fit architecture for ASOS Menswear Tailoring, combining competitor research, SEO insights and cross-functional collaboration to identify emerging fit opportunities. Using AI, I created a customer-focused fit guide that introduced clearer fit definitions, consistent naming and visual education tools, helping customers shop Tailoring with greater confidence while elevating the overall brand experience.
Tailoring SS27: Styling & Digital Customer Experience
Explored how styling and digital merchandising could improve the online Tailoring journey at ASOS. Using AI-powered visualisation, I developed future-facing concepts including 'Wear It Your Way' outfit builders, fit-led shopping experiences and occasion-based styling tools. The proposals focused on improving product discoverability, increasing outfit inspiration and helping customers shop Tailoring with greater confidence, while creating opportunities to drive attachment, conversion and overall category growth.
