U.K. online clothing retailer Asos has launched a standalone Chinese website in a bid to tap into the fashion-hungry consumers in the world's second-largest economy.
Asos.cn joins seven other country-specific sites and aims to offer 6,000 of its own-brand products by spring 2014 across womenswear and menswear and then gradually roll out higher-end labels such as Ted Baker.
Nick Robertson, Asos chief executive, said the website will help "break down existing barriers" for Chinese consumers.
The website launch, which will cost up to £6 million this year ($9.6 million), follows earnings in September that showed Asos's sales soared 47 percent compared with the same time last year, driven by "dedicated websites and in-country teams", according to Robertson.
Asos's tactics follow a trend of retailers looking to tap into new markets through websites tailored to the country's culture.
"With a local website you are able to tailor the offer and that is important for a retailer even one like Asos, because the nuances are different. What is popular in the West might not be popular in China," Neil Saunders, retail analyst at Conlumino, told CNBC.
Asos's take on the fashion business model means it will appeal to a young, fashion conscious Chinese audience according to analysts.