(qlmbusinessnews.com Tues. 10th Sept, 2024) London, UK —
Online Shoppers React to Asos’ Controversial New Returns Charge
Asos, the popular online fashion retailer, is facing backlash from customers over a new returns policy that introduces a £3.95 fee for those with a “frequently high return rate.” The charge will be applied if customers keep less than £40 worth of items from their order, a change that has already sparked anger among shoppers.
Over the weekend, some customers received an email informing them that they had been flagged for returning items too often. The retailer has not specified what constitutes a “high return rate,” but has reassured that the policy will not affect the majority of its shoppers. “We’re making this change so that we can continue offering free returns to all our customers,” an Asos spokesperson told reporters. The company explained that the new rule targets only a small group of UK customers whose shopping habits make unlimited free returns unsustainable.
For Asos Premier members, free returns will still be available if they keep at least £15 of their order. Similar changes were rolled out earlier this year in other markets, including France, Germany, and the US.
Some shoppers, like London-based Sowda, have expressed frustration over the new policy. “The point of online shopping is that you can return items and get all your money back if you’re not satisfied,” said the 22-year-old, who is a regular Asos customer. “Even though £3.95 isn't a lot, it could add up over time and feels like a waste.” Sowda added that the policy might discourage her from shopping at Asos, particularly because of the retailer's reputation for inconsistent sizing.
Another disgruntled customer, Charlotte, took to social media to complain: “The problem with high returns is that half of your stock is poorly fitting and of low quality. I'll be shopping elsewhere.”
Experts suggest that the new policy may be a response to the behaviour of influencers and content creators who often showcase large “hauls,” buying hundreds of pounds worth of clothing only to return most of it after trying them on for their followers. “Regular shoppers may have followed this trend, leading to an increase in returns,” explained media analyst Kayley Cornelius. “This could have prompted Asos to rethink its policy and encourage people to think twice before purchasing.”
Online fashion retailers like Asos are grappling with a surge in returns, increased competition from fast fashion brands like Shein, and a squeeze on customer budgets due to the rising cost of living. Asos follows in the footsteps of other retailers, such as PrettyLittleThing, which introduced a £1.99 returns fee earlier this year and deactivated accounts for excessive returns. Meanwhile, H&M faced similar backlash and later reversed a comparable policy.
In a recent trading update, Asos reported efforts to improve sizing and enhance the way its products are presented online. The retailer also announced last week that it would sell most of its stake in the Topshop and Topman brands for £135 million.
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