The fact that fashion relates to the lifestyle inspires the retail start to provide the consumer with new product categories to fulfill their daily need such as home decoration with fashionable style. The idea of expanding the product into homeware ranges is a response to the optimistic consumer outlook for spending on the home decorating. According to the Mintel report in January 2019 about consumer behaviour on homeware spending, there is every indication that people plan to carry on buying homeware in 2019, which is approximately one in two of them (Mintel, 2019).
It is the right set of circumstances for Asos as a leading online retailer in the UK to produce homeware products. The estimation of online shopping for the home will double in the next five years. In 2018, just above one in five of all consumers spending on the house goes online. Retailers are becoming highly skilled at presenting products online and overcoming obstacles to decision- making (Mintel, 2019).
Big fashion retailers such as Asos, New Look and Primark have already added their brand make up products over the past a year to be saturated with the beauty market hence a homeware collection give an excellent opportunity to the retailers to develop the brand and make it into a place to go for lifestyle shopping (Sutherland, 2018).