‹ Blog Home

5 Questions: James Emmerson, Buyer at ASOS.com

Buyers at ASOS.com are always on the lookout for new brands to buy in and sell on ASOS.com. One of the places they look is ASOS Marketplace, so we quizzed menswear buyer James Emmerson to find out what he looks out for. Get your notepads ready...

1. What are the current trends your team are scouting for?
We don’t follow ‘trends’ as such. What we are looking for is something different and new. Obviously there are certain areas of menswear that feel massively relevant at the moment, for example camo print. What would distinguish a good brand from a great brand would be how they interpret this to make it feel new.

2. How often do you visit ASOS Marketplace to look for new brands?
At least once a day.

3. What do you look for when scouting on ASOS Marketplace?
A slick boutique page and good styling.

4. What made you buy Volklore (previously a Marketplace boutique) for the past 2/3 seasons?
Volklore has an amazing brand identity which immediately stood out. The unique cut & sew of the shirting combined with the graphic tees made it perfect for menswear. We’re thrilled at how well it’s done over the seasons.

5. What advice would you give to an emerging designer/brand on how to get noticed by buyers?
Maintain a strong brand message and be clear about what you’re trying to say. There’s a lot of generic brands out there, don’t be one of them.