Recently, the online fashion retailer Asos has come under fire for banning a segment of its shoppers who allegedly overuse their return policy. This decision has raised eyebrows and elicited a wave of backlash from regular customers who feel unfairly targeted. Many shoppers claim they have received emails indicating that their accounts have been shut down due to violations of the company’s “fair use policy”. This surprising turn of events comes after Asos implemented a £3.95 fee for frequent returners, a policy introduced for customers who keep less than £40 worth of goods after placing an order.
Asos, known for its vast selection of trendy clothing and accessories, defended its actions by stating that it aims to maintain a sustainable return service model. The company issued a statement noting, “We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our fair use policy. This helps us maintain our commitment to offering free returns to all customers across all core markets.” In this context, the fair use policy is designed to curb “unusual or suspicious activity,” which may include an abnormal frequency of returns or the return of worn items.
The online retailer first warned customers about potential account deactivation in 2019; however, many shoppers are now reporting a significant uptick in accounts being barred from service. Lucy Britnell, one shopper from Teesside who has had a premier account since 2018, shared her experience of being banned by Asos despite being a loyal customer who spends up to £100 monthly. Lucie mentioned that her shopping habits often required her to order multiple sizes due to unpredictable sizing, particularly with Asos’ own brand items. Following her ban, she expressed disbelief and disappointment, stating it felt like a “real slap in the face,” especially since she had recently received a request from Asos to repost a photo of her wearing one of their outfits.
Notably, customer frustration has been further fueled by the communication—or lack thereof—from Asos regarding the bans. Others, like Louise Gowrie from Glasgow, reported feeling ignored when attempting to dispute their account closures. Gowrie stated she felt “cut off” during her attempts to complain via the website’s live chat feature, ultimately leading to a feeling of helplessness among several customers who have come forward.
Some customers, including Frankie Allen, a PR director from London, have also raised concerns about the lack of responsiveness from customer service once accounts are banned. Allen clarified that like many others, she frequently orders multiple sizes, finds herself returning the ones that don’t fit, and was shocked when her account was closed without sufficient explanation. The backlash shows that many long-time customers feel increasingly alienated by the brand due to perceived robotic and dismissive communication.
While these return policies are meant to prevent abuse, many retail experts recognize the challenges of managing returns effectively. Retail analyst Medi Parry-Williams emphasized that sustained high volumes of returns are not a sustainable business model. He noted that simply charging a fee doesn’t fully address the financial burden of handling returns, which includes processing and inspecting returned merchandise.
The controversy follows a broader trend in the retail industry, where numerous companies—including Next, Zara, and H&M—have started implementing charges for returns as they attempt to balance customer satisfaction with operational costs. The implications of such policies are particularly important as customers increasingly shift to online shopping, a trend exacerbated by the pandemic.
In response to the uproar, some individuals are taking action against Asos’ policies. A notable figure, broadcaster Tskenya-Sarah Frazer, has gone as far as to initiate an online petition demanding a halt to punitive measures against online returns. She argues that for many customers, including those with specific needs, shopping online is crucial as physical retail spaces continue to dwindle.
This situation underscores a growing tension in e-commerce, where companies like Asos must navigate customer desires for free and flexible shopping experiences while also implementing measures to protect their bottom lines. As Asos’ returns policy continues to evolve, it remains to be seen how the company will balance these competing demands and restore trust among its customer base.
