Asos has relaunched its fashion website with two brand new departments, Kids and Designer, in line with its strategy to become an online department store.

Two sections have been added to the site, a children’s clothing section branded Little Asos, and a designer clothing section.

The designer department sells brands including Jaeger London, McQ by Alexander McQueen, Sass & Bide and Pringle.

The clearance section has also been rebranded from Asos Red to Asos Outlet.

The home page of the redesigned site has a strong editorial feel, with the search and navigation bar running across the top of the page.

Within each section, site visitors can shop by department or brand, and also narrow the choices displayed by choosing to see only high street brands, boutique brands or independent designers.

Later this year Asos will also launch its Marketplace where customers will be able to become sellers, a service pioneered by online giant Amazon and also now offered to customers of Play.com.

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