Founded in 2000, ASOS has grown into a global fashion and cosmetic retailer with over 20 million active customers. The UK-based company is known for its vast selection of over 850 brands as well as its own label of clothing, shoes, accessories, and beauty products. But with the rise of online shopping and increasing concerns over fast fashion, many consumers are wondering: is ASOS actually a good brand?
To find out, let‘s take a closer look at some key factors, including ASOS‘s product quality and variety, customer experience, ethical practices, and overall value. Drawing from customer reviews, news reports, and the company‘s own statements, I‘ll aim to provide a balanced and in-depth assessment of ASOS as a brand in 2022.
ASOS Product Quality and Selection
One of the biggest draws of ASOS is the sheer variety of items available on its website. The company carries over 850 brands, including major labels like Nike, Adidas, Levi‘s, and Ralph Lauren as well as smaller indie brands. This wide selection caters to a range of styles, sizes, and budgets, making ASOS a one-stop shop for many fashion lovers.
In addition to third-party brands, ASOS also sells its own private label clothing, shoes, and accessories. The ASOS Design line offers affordable, trendy pieces that are exclusively available through the retailer. According to a 2021 earnings report, the ASOS brand accounted for around 41% of the company‘s sales.
As for product quality, ASOS items tend to be hit or miss according to customer reviews. On Trustpilot, some shoppers praise the brand for having high-quality pieces that hold up well over time. "I‘ve been shopping with ASOS for years and have always been impressed with the quality of their clothing, especially for the price point," wrote one reviewer.
However, others complain about cheap materials, poor construction, and items that look different in person than online. "The quality is awful, not what it was a few years ago," said another reviewer. "Thin, cheap fabrics that lose their shape after one wash."
It‘s worth noting that because ASOS carries so many different brands, product quality may vary significantly from item to item. While the ASOS house brand seems to be more consistently low quality, the third-party brands sold on the site will have their own standards.
Overall, ASOS offers an exceptionally wide range of products from different brands, making it appealing for shoppers who want lots of choices. However, quality can be inconsistent, so buyers should check materials and reviews carefully, especially when it comes to ASOS‘s own label.
Customer Experience and Policies
Another important factor to consider is how well ASOS treats its customers. Based on online reviews, it seems that people have had mixed experiences with the company‘s customer service and policies.
On the positive side, ASOS offers free delivery on orders over a certain amount (which varies by country) as well as free and easy returns within 28 days in most regions. The site also has a clear and reasonable return policy, allowing customers to send back items for any reason for a full refund. Many shoppers appreciate this flexibility and convenience.
"The delivery was fast and the return process was very easy," said one happy reviewer on Trustpilot. "I got my refund within a week of sending my parcel back." The company also has a detailed size guide and product descriptions to help customers find the right fit.
However, some customers have had issues with slow or missing deliveries, especially during busy periods like the holidays. "I placed an order 2 weeks ago and still no sign of it," complained one Trustpilot reviewer. "Tracking hasn‘t been updated since the 27th…now getting concerned!!" Others have had trouble getting in touch with customer service to resolve problems.
ASOS‘s customer service seems to be somewhat understaffed and inconsistent in its responsiveness. While some customers report positive resolutions to their issues, others say their concerns were never adequately addressed.
The company has also faced controversy over changes to its return policy in recent years. In 2019, ASOS announced it would start banning serial returners who were suspected of wearing items once and then sending them back. Some shoppers felt this was unfair and an invasion of privacy. However, ASOS claims less than 1% of customers were affected by this policy change.
Another concern is regarding data privacy and security. In 2019, ASOS experienced a data breach in which hackers accessed customer login details and payment information. While the company says it took immediate steps to investigate and resolve the issue, some customers felt ASOS did not do enough to protect their sensitive data.
Overall, ASOS generally offers convenient services and fair policies, with most customers having positive experiences around shipping, returns, and support. However, the company has had some missteps and inconsistencies when it comes to customer service and data handling.
Ethical and Sustainable Practices
As a massive fast fashion retailer, ASOS has faced scrutiny over the ethics and sustainability of its business practices. The fast fashion model relies on pumping out huge amounts of inexpensive, trendy clothing, often at the expense of workers and the environment.
Let‘s start with labor practices. ASOS says it works with over 900 factories globally and expects all suppliers to adhere to its Ethical Trading Code of Conduct, which prohibits child labor, forced labor, discrimination, and unsafe working conditions. The company claims it audits every factory at least yearly to monitor compliance.
However, there have been several reports over the years of poor labor conditions in ASOS‘s supply chain. In 2016, workers at an ASOS factory in Turkey claimed they were paid less than minimum wage for 60-hour weeks. An undercover investigation in 2017 found evidence of workers at an ASOS factory in Sri Lanka being bullied and underpaid.
More recently, during the Covid-19 pandemic, labor activists criticized ASOS for reportedly canceling orders and delaying payments to suppliers, which left many garment workers without income. The company later reinstated orders and pledged to pay in full for orders completed and in progress.
While ASOS seems to have a robust supplier code of conduct on paper, the enforcement of those standards appears to be lacking based on reports from the company‘s own factories. The fast fashion business model creates immense pressure to keep costs low, which encourages cutting corners on labor.
When it comes to environmental sustainability, ASOS has set some ambitious goals but still has a long way to go. The fashion industry has a massive carbon footprint and is responsible for huge amounts of pollution and waste.
On its corporate website, ASOS claims it is "committed to minimising textile waste, water usage, energy consumption, chemical usage and carbon emissions in our operations." Some of the company‘s current goals include:
- Switching to 100% more sustainable cotton and 100% recycled or sustainable polyester and plastic packaging by 2025
- Developing a circular design process that maximizes clothing reuse and recycling
- Achieving net zero carbon emissions across the entire value chain by 2030
To work toward these goals, ASOS has launched initiatives like a sustainable clothing collection made with eco-friendly materials, a program for customers to easily recycle old clothes, and a partnership with resale site Thrift+. The company also says it follows chemical management guidelines to minimize use of hazardous substances.
However, environmental advocates say ASOS is still not doing enough given the huge scale of its business. While the company has increased its use of sustainable materials in recent years, the majority of its products are still made from resource-intensive virgin fibers.
"A 2019 report found that 80% of ASOS‘s women‘s clothing contained new plastics," noted sustainability journalism site EcoCult. "Not a great look considering polyester sheds tons of microplastics and doesn‘t biodegrade." Critics also point out that initiatives like clothing recycling do little to offset the environmental harm when companies just keep producing more new clothing.
ASOS is not alone in this criticism – the entire fast fashion industry is hugely problematic from a sustainability perspective. However, as a market leader, ASOS has an opportunity and responsibility to dramatically transform its practices and set a higher standard.
Affordability and Value
One of the main reasons ASOS has attracted so many loyal customers is its affordable prices and frequent sales. The company built its business on selling trendy clothing at low costs, especially targeting younger shoppers on a budget.
"Prices are very reasonable and they always have discount codes on offer," said one enthusiastic reviewer on Trustpilot. "I have placed several orders over the last few months and always happy with prices." ASOS also offers a 10% student discount and a loyalty rewards program for frequent shoppers.
However, some customers feel that while ASOS‘s prices are cheap, the quality of many items doesn‘t justify the cost. "Pricing is all over the place, can find the same items cheaper elsewhere," said one Trustpilot reviewer. "Quality very hit and miss."
Others warn that the tempting sales and marketing emails from ASOS can encourage people to buy much more than they need. "It is incredibly easy to get carried away by the deals and promotions that are in your face all the time," noted another reviewer.
The question of value is a tricky one when it comes to fast fashion retailers like ASOS. On one hand, having access to stylish clothing at very low prices can make fashion feel more accessible and democratic. Low costs allow people to experiment with their style and freely participate in trends.
However, the larger costs of fast fashion are often not reflected in those low price tags – costs to workers, the environment, and ultimately, the consumer. Cheap, disposable clothing might seem like a deal in the short term but falls apart quickly, doesn‘t last through many wears, and ends up in a landfill.
Many fashion experts encourage shoppers to invest in higher quality, ethically made pieces that cost more upfront but offer better long-term value. Buying less and wearing items for longer reduces waste and supports brands with stronger labor and environmental practices.
Still, the reality is that sustainable and ethical fashion remains inaccessible for many consumers due to higher prices. For some, fast fashion retailers like ASOS might be the only affordable option for clothing that fits their needs and budget.
As a society, we need systemic solutions that make it possible for companies to produce clothing sustainably while keeping it affordable. In the meantime, shoppers can try to balance low prices with other important considerations like durability, ethics, and environmental impact.
Conclusion: Is ASOS a Good Brand?
So back to our original question: all things considered, is ASOS a good brand? The answer is not clear-cut and depends on how you weigh different priorities.
ASOS offers a convenient online shopping experience with a wide selection of brands and styles, generally affordable prices, and shopper-friendly policies around shipping and returns. For many customers, this makes it a great go-to site for trendy fashion.
However, ASOS also has significant downsides, especially when it comes to product quality, consistency of customer service, and sustainable and ethical practices. The company‘s fast fashion business model is fundamentally at odds with garment worker well-being and environmental protection.
For consumers, it‘s important to be aware of these trade-offs. Shopping at ASOS can save money in the short term but may have long-term costs in terms of the lifespan of your clothes, the environmental footprint of your purchases, and the labor conditions in which your items were made.
At the same time, ASOS is far from the only or worst offender in the fashion industry. These are systemic issues that go beyond any one company.
As a brand, ASOS does some things well – it gives shoppers plenty of choices and a seamless online experience. But it also has much room for improvement when it comes to quality, service, ethics, and sustainability. The company has set some positive goals but needs to go much further to truly reduce its negative impact.
Ultimately, whether ASOS is a good brand for you depends on your personal values, priorities, and budget. When possible, try to invest in higher quality, longer lasting, and ethically made items. But if you do shop at ASOS, buy only what you truly need and will wear. Advocate for the company to step up its sustainability efforts. And remember – the most sustainable clothing choices are the ones you already own.
