Fashion Return Fees

ASOS' Fair Use Policy has been updated so that UK customers with a historic return rate of over 70% will be charged a £3.95 fee to discourage unsustainable shopping habits.

In the ASOS app, customers can see their personal return rate, as well as tips and guidance to help them make more sound purchasing choices. According to ASOS, the Fair Use Policy was implemented to help customers shop with confidence and reduce returns, and shoppers who successfully improve their return rate will no longer face return fees. "We’re committed to keeping free returns available for all customers in all core markets, while ensuring we do so sustainably," said Ben Blake, executive vice-president of customer and commercial at ASOS.

In addition, ASOS is introducing new tools, like the Fit Assistant for sizing help and personalized recommendations, and videos and 360-degree imagery of models wearing products.