ASOS’s commitment to Millennial buyers has landed them on the Forbes list of Most Innovative Growth Companies for 2016. The online fashion retailer has attracted young consumers with accessible prices, eco-conscience clothes, and lines for every body size. Its own label fashions have been worn by well-known figures like Rihanna, Taylor Swift, and Malia Obama, propelling them to designer status. The company “is fluent in the language of its Millennial buyers,” and look to their own young employees to guide the brand: “Every employee (many Millennials themselves) is expected – and empowered – to conceive and create meaningful products, services and processes that speak to its twenty-something customers.” (Forbes)
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