LONDON – Customers of UK fast fashion brand ASOS have hit out at the company over a new rule charging them for returns if they do not keep a certain amount of their order. ASOS claims it is introducing the new policy to specifically target customers with a high return rate. However, many customers have taken to social media to claim that poor fit makes returns to ASOS inevitable.
One customer said: “The problem for large returns is the fact half of your stock is ill fitting and poor quality. You’re another brand now alienating your loyal customers. I’ll take my custom somewhere else.”
The new change means that for customers identified as frequently returning items, £3.95 will be deducted from their refund if they do not retain at least £40 worth of products from their order.
However, other shoppers have also claimed that ASOS has incorrectly labelled them as high returns customers. One shopper wrote on X: “Can ASOS explain how I’m a high returns customer when I’ve ordered from them twice in the last 12 months and kept items from both orders? Imagine a store charging you for trying on clothes.”
While ASOS has not provided a clear definition of what constitutes a “high return rate,” they said the new rule applies only to a small subset of customers. The company said a change is necessary to continue offering free returns to most customers. Those subscribed to ASOS Premier, a paid service, will still enjoy free returns as long as they keep at least £15 worth of items.
The new UK returns policy was rolled out earlier this year in other markets like France, Germany, and the US.
Brands appear to be damned if they do, damned if they don’t on this issue. Many environmental activists claim free returns are encouraging people to order more than they need. However, charging for returns – a service which was free for many years – appears to be a huge bone of contention among shoppers.
