The ASOS brand is a beauty and fashion company that sells products through its online store and app.
ASOS is considered a “fast fashion” brand—but what does that mean exactly? The term refers to the fact that most of the clothing you’ll find at ASOS is inspired by fashion shows and celebrity trends.
(The ASOS name hints at this—the acronym originally stood for “As Seen On Screen.”)
Because these trends come and go so fast, garments are manufactured quickly, and the ASOS store constantly updates its inventory. Around 90% of what you’ll find at ASOS has been added to their catalog in the past 12 months.
ASOS also tends to sell lower-priced products, though generally, its prices are slightly higher than similar brands like H&M or Forever 21.
Most of the ASOS shoes or clothes you’ll find on the website are designed to appeal to online shoppers now and then be replaced by a new set of fashion-forward designs in a few months.
This buy-replace cycle is the profitable business model behind fast fashion. Because designs are created quickly from new trends and are meant only to be worn a short while, there isn’t much attention to detail and quality.
If you’re only on the ASOS app to find a cute dress for the summer, you’ll see plenty of options you’ll probably love.
If you’re fine with moving on to new styles in a few months, you’ll probably be fine with the quality.
This said, the quality of ASOS quality isn’t much better or worse than similar retailers.
What ASOS reviews say
ASOS reviews vary wildly across different sites.
The best score I found for ASOS was on Knoji, where the brand scored 4.2 out of 5 stars. The brand had worse scores on other sites.
On Trustpilot, ASOS has 3.8 stars based on nearly 85,000 reviews. At Reviews.io, the brand scored a score of 3.44 based on 41 reviews. And Sitejabber gives ASOS 2 out of 5 stars based on over 1,400 reviews.
To get a feel for what problems a customer could expect, I read dozens of ASOS clothing reviews.
The four biggest complaints I saw were incorrect sizing, poor customer service, low-quality items, and shipping problems, including customs charges and missing packages.
The most serious is probably the lack of customer service since great support can help fix other issues. More than one customer review mentioned that customer service ruined the online shopping experience for them.
Unfortunately, ASOS scores the lowest letter grade of F on the Better Business Bureau for similar issues—namely, ignoring multiple customer complaints.
In general, most customers were pleased with the item they purchased. But if there was a shipping, sizing, or refund problem—or the product ripped or broke immediately—it was nearly impossible to solve due to poor customer support.
If you’re looking to express yourself, a new piece of trendy clothing can be one of the fastest ways to change your look.
The ASOS brand offers a huge selection of fashionable clothing that appeals to anyone looking for what’s new and popular.
But it comes with a price. Most of the products you’ll find at this online retailer aren’t meant to last a long time, and if you run into an issue, you probably won’t find a quick solution with customer service.
That said, if you’re just looking for something to wear to next week’s party, ASOS might be a good brand to check out.