Yes, ASOS is considered a good brand for affordable, trend-focused fashion with a wide variety of sizes and global shipping. It offers frequent sales, inclusive sizing, and a broad style range, but quality can vary by product. Shoppers value its style variety and price point, while noting mixed durability reviews.
What Is ASOS and Why Is It So Popular?
Originally launched in 2000 as “AsSeenOnScreen,” ASOS has evolved from selling celebrity-inspired outfits to becoming a global fashion powerhouse. Headquartered in London, this online retailer now serves 20 million active customers across more than 200 markets worldwide. ASOS has positioned itself as the go-to destination for fashion-conscious young adults seeking trendy yet affordable clothing options.
ASOS product range and private labels
ASOS offers an impressive selection of over 85,000 products across clothing, shoes, accessories, makeup, and gifts. At the heart of their business model are their in-house brands created by their London design team:
- ASOS DESIGN – Their flagship label interpreting major trends with inclusive sizing (Curve, Tall, Petite, Maternity)
- ARRANGE – Launched in 2025, focusing on elevated pieces and modern femininity
- ASOS 4505 – Their activewear line for various activities
- Additional labels – ASOS EDITION, ASOS LUXE, COLLUSION, Reclaimed Vintage, Topshop, and Topman
This dual strategy of combining successful in-house fashion with partner brands gives ASOS complete control over design, quality, and pricing.
European brands available on ASOS
Beyond their private labels, ASOS curates over 850 brands, including numerous European fashion houses. This strategic mix enables customers to discover exclusive collaborations and emerging designers alongside established names. Although the UK has a smaller customer base compared to the EU, ASOS generates more retail sales in its home country (£1.27 billion) than in all EU countries combined (£977 million).
Is ASOS legit and reliable?
Regarding legitimacy, ASOS maintains a B- rating from the Better Business Bureau, primarily due to 176 unresolved complaints. On Trustpilot, ASOS holds a modest 2.4/5 star rating across 188,050 reviews. Nevertheless, according to Scamadviser, ASOS scores favorably on legitimacy metrics with valid SSL certification and established domain history. Furthermore, they offer secure payment methods including credit cards and PayPal, providing customers with potential refund options for undelivered or damaged items.
How to Shop Smart on ASOS
Navigating ASOS’s vast catalog of 85,000+ products can feel overwhelming, but mastering a few insider techniques will maximize your shopping experience on this popular platform.
Know your size and use model measurements
Sizing inconsistencies can make online shopping frustrating. ASOS’s in-house labels typically run slightly larger than standard US sizing. When viewing products, check the “Size and Fit” section which displays the model’s height and the size they’re wearing. This comparison helps translate how garments might fit your body type.
Additionally, watch the “View Catwalk” videos to see how items move in real life, providing better insight than static images. For even more accuracy, use ASOS’s Fit Assistant tool which analyzes your provided information alongside similar shoppers’ purchases to recommend your ideal size.
Use the Save for Later feature
The “Save For Later” function serves as your personal wishlist, storing items for up to 60 days (or six months if logged into your account). Simply click the heart icon to save pieces you’re considering. Notably, if you select your size preference before saving, the system remembers this detail for faster checkout later. This feature particularly shines when you’re waiting for sales or discount codes, as your curated collection remains ready for purchase. The system even alerts you when saved items are running low in stock.
Follow ASOS Insiders and #AsSeenOnMe
ASOS Insiders are the brand’s team of personal stylists who showcase their favorite items based on different style preferences and body types. Finding an Insider with similar proportions helps visualize how clothes might look on you. Moreover, explore the #AsSeenOnMe hashtag to see real customers styling their ASOS purchases, offering authentic perspectives beyond professional photography.
Explore the ASOS app for faster browsing
Approximately 80% of ASOS traffic comes from mobile devices, making their app essential for serious shoppers. The app provides:
- Style Match technology to find similar items from photos
- Synced shopping bags and saved items across devices
- Exclusive notifications for flash sales and restocks
- Faster checkout options with saved payment methods
ASOS Pricing, Discounts, and Delivery Options
Shopping on ASOS comes with various ways to save money and convenient delivery options that can enhance your overall experience. Understanding these perks helps determine whether ASOS remains a worthwhile fashion destination in 2025.
Student discounts and UNiDAYS
Students worldwide can enjoy a 10% discount on ASOS purchases through their student verification program. This offer extends to students over 16 in full-time or part-time education across multiple countries, including the UK, US, Australia, and various European nations. To access this discount, students must validate their status via SheerID, which links directly to their ASOS account. Alternatively, UNiDAYS and Student Beans platforms provide the same 10% discount. Unlike temporary promotions, this student discount remains valid until graduation, making it a reliable savings option for fashion-conscious students.
ASOS Premier Delivery: Is it worth it?
For frequent shoppers, ASOS Premier offers significant value at $19.00 annually. This subscription provides:
- Free Standard Shipping on orders over $20
- Free Express Shipping on orders over $50
- No limit on number of orders (subject to fair use policy)
Since Premier is activated within an hour of purchase and applies to your current order, it essentially pays for itself after just one or two express deliveries. However, the subscription is country-specific and cannot be transferred between ASOS sites.
Return policies and refund timelines
ASOS allows returns within 28 days for most items, except those marked “Final Sale”. Refunds typically process within 14 days after the warehouse receives your return. Subsequently, it may take up to 10 additional business days for funds to appear in your account. Return timeframes vary by location—US and Puerto Rico returns take up to 14 calendar days to process, whereas Canada and Mexico can take 21 business days.
Is ASOS still affordable in 2025?
Despite economic challenges, ASOS maintains competitive pricing through strategic discounts. New customers can receive 15% off with code “WELCOME” or 20% off when ordering through the app with code “WELCOMEAPP”. These offers require a minimum purchase of $50, with maximum discount caps of $789.55. Essentially, ASOS remains affordable through these discount strategies alongside regular sales events, though some customers report price increases on certain items since 2024.
Is ASOS a Good Brand for Quality and Ethics?
Evaluating ASOS beyond its trendy offerings reveals important insights about its commitment to quality and ethics in 2025.
ASOS quality: What customers are saying
Customer feedback on ASOS quality paints a mixed picture. Many shoppers report inconsistent sizing and questionable durability issues. On Trustpilot, ASOS holds a disappointing 2.4/5 star rating, with frequent complaints about incorrect items, delayed deliveries, and problematic returns. Reviews.io customers note that “delivery is typically prompt” yet caution that “sizing can be inconsistent”. Ultimately, many express frustration over “cheap fabrics, poor stitching, and lacking durability”.
Sustainability efforts and circular design
ASOS has made strides toward sustainability through its “Fashion with Integrity” program launched in 2010 and updated in 2024. The brand developed nine circular design strategies in collaboration with the Center for Sustainable Fashion:
- Innovative materials and recycled inputs
- Minimized waste and zero-waste approaches
- Remanufacture/upcycling and durability
- Versatility, mono-materiality, and disassembly
Their circular design guidebook, released as a 112-page resource, aims to help designers create more sustainable fashion. Simultaneously, ASOS pledges to have 100% of products and packaging made from sustainable or recycled materials by 2030.
Ethical concerns and labor practices
Regarding ethics, ASOS extended its partnership with Anti-Slavery International through 2025. Unfortunately, the Clean Clothes Campaign gave ASOS its lowest possible rating, as the brand failed to provide evidence that workers received living wages. Currently, ASOS requires suppliers to implement “industry recognized best-practice standards” yet questions remain about monitoring and enforcement.
Animal welfare and material sourcing
ASOS firmly believes “it is not acceptable for animals to suffer in the name of fashion”. Their animal welfare policy prohibits fur, angora, rabbit hair, silk, and endangered species materials. Permitted materials must be by-products of the meat industry and sourced under the “Five Freedoms” animal welfare standard. ASOS makeup is not tested on animals, reflecting their support for a worldwide ban on animal testing.
Conclusion
After diving deep into ASOS’s offerings, pricing, and practices, my assessment reveals a brand with significant contrasts. ASOS certainly delivers on trendy fashion at accessible price points, though quality remains hit-or-miss depending on the specific item. Their massive selection undoubtedly makes them a one-stop shopping destination, albeit one that requires smart navigation techniques.
First-time shoppers should certainly take advantage of the sizing tools, “Save for Later” feature, and video catwalk options before purchasing. Additionally, student discounts and Premier Delivery provide genuine value for regular customers, making the overall shopping experience more cost-effective despite occasional price increases since 2024.
Nevertheless, ASOS falls short in several key areas. Their disappointing Trustpilot rating reflects real customer frustrations with inconsistent sizing, questionable durability, and sometimes problematic customer service. Meanwhile, their sustainability efforts appear genuine but still developing, with ambitious targets set for 2030 that remain unproven.
