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ASOS targets brides on a budget

Brides planning to tie the knot after April 2016 will now have the chance to buy their wedding dress from online retailer, ASOS.

According to British Vogue, the fashion retailer will launch an affordable bridal range as part of its Spring/Summer 2016 collection. The highest price point in the 18-piece collection be £250 (A$380).

The collection includes tops, dresses and skirts and prices will start at £60 (A$91). According to a spokesperson for the company, a full look, including accessories, will cost less than £400 (A$608).

Last month, during the company’s results presentation, Nick Beighton, ASOS CEO, said the online retailer’s mission, to be the number one fashion destination for twenty-somethings, remains the same. Having stepped up to the top job in September, he acknowledged the world ASOS plays in is changing fast.

“It’s more about mobile, it’s more about social, it’s more about content,” he said.

The online retailer’s strategy is made up of four key pillars: great fashion at a great price, “be awesome on mobile” and, deliver engaging content and experiences, supported by best in class service (ie a friction-free experience from delivery through to customer care).

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