Overview

• ASOS closed and deleted thousands of customer accounts after determining their shopping behavior violated its Fair Use Policy designed to safeguard free returns.
• The retailer introduced a £3.95 returns fee on orders unless customers keep at least £40 of items, with Premier members qualifying for a waiver by retaining £15 worth of goods.
• Some banned shoppers have contested the move, claiming they made few or no returns and maintained a history of loyalty.
• The crackdown mirrors measures by H&M, Zara, Boohoo, Pretty Little Thing and Next, all of which have imposed fees to deter frequent returns.
• ASOS has rolled out its ‘Summer, styled by ASOS’ campaign shot in Tenerife during ongoing policy enforcement.