As one of the fashion companies that has taken serious action to promote the circular fashion, Asos has begun the transparency approach such as publishing the Modern Slavery Statement, also commit to the Ethical Trade. It is a keen strategy to increase the brand awareness and consider it as brand unique selling point besides addressing the consumer demand that the majority is millennial, as well as tackling the social and environmental issue in the industry.
On the millennial BPC consumer report 2018, it is projected that just above a quarter of the UK age structure population is Millennial, which predicted to be the highest number in the global workforce in 2020. The expected demographic gives an idea that fashion business must meet their taste and lifestyle principles, rather than Generation X (Mintel, 2018).
Moreover, one in three of millennials are more likely to buy from mindful brands. Asos has been ahead, and one of the pioneers manage to update the responsible targeting the sustainable fashion as recently Asos has taken the accountable movement in early 2019, to stop selling product with animal-based materials such as silk, cashmere including mother-of-pearl. Also followed by the persistence to add more departments to work on the sustainable product, they start to recruit the experts for it (Business of Fashion, 2017).