The company has rolled out an iPad application that gives users free access to its magazine. The app coincides with the re-designed September issue of ASOS magazine and offers access to the publication’s editorial content, enabling the reader full shopping capability, 360-degree product views and exclusive content, such as behind-the-scenes video and music.

ASOS is Britain’s independent online fashion and beauty retailer aimed primarily at fashion forward 16-34 year olds.

Tablet app
The app was developed in-house and will be marketed through all of the company’s channels and to its global customer base of 15 million users.

Additionally, ASOS is working on additional mobile developments in the next few months, including Android and PlayBook versions of its magazine in time for the Christmas market.

The content is delivered monthly and in the same frequency as the ASOS magazine.

Let’s shop
Readers can browse content from ASOS’ editorial and retail teams and industry contributors such as bloggers, writers and musicians.

Consumers can also shop their favorite looks via the tablet magazine and order them to be delivered to their house.

Consumers can shop via the app

The app is available for free download in Apple’s App store.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York