ASOS bans Premier Accounts for “too Many Returns”

ASOS, an online fashion retailer in the UK, is under fire after it barred some customers from returning too many items.

This move, which was enforced in accordance with its fair-use policy, raised questions regarding consumer rights, inconsistent sizes, and the amount of power that retailers should hold over their customers.

“We closed the accounts of some customers who had consistently violated fair use policies.” ASOS explained that the closure of these accounts helps maintain its commitment to provide free returns for all customers in all core markets. BBC.

ASOS has shipped more than 67.2 millions orders around the world in the past financial year.

ASOS customers angry over account closures with no warning

Many shoppers say that they were unaware of sudden bans and often had no opportunity to appeal.

Lucy Britnell is a self described “shopaholic” who lives in Teesside. She has paid for Asos premier since 2018. (ASOS Premier offers unlimited Next Day and Nominated Day Delivery on £15+ (€17.65) orders (plus, free Standard Delivery on everything else) for £9.95 (€11.72) a year.) After spending over £500 (€586.50) on a recent holiday shop, she received a termination email from the company.

“Most of the time I have to order two sizes and then I’ll return the one that doesn’t fit – and ASOS sizing, especially its own brands, is very unpredictable,” Britnell told the BBC.

ASOS asked her via Instagram to repost the photo. Her frustration grew when she received the request on the day that her account was blocked. “It was a real slap in the face – I thought it was a joke at first.”

ASOS customer support slammed for being “robotic”, “unhelpful”, and “unresponsive”

The appeals process, according to other banned shoppers, is virtually non-existent.

Louise Gowrie from Glasgow tried to appeal her ban using the Asos chat system, but she was repeatedly cut off.

“They told me the decision was final – and cut me off again with no reasoning,” she told the BBC.

Frankie Allen is a London-based PR director, 32, who has been loyal to the company for 20 years. She, like many others who do the same thing, regularly buys two sizes of clothing and returns one.

Experts in retail say that the cost of returns online is increasing.

Medi Parry Williams stated that “managing high volumes of returns is simply not a sustainable business model.” “In many cases, a return fee of £3.95 (€4.63) doesn’t come close to covering these costs.”

ASOS issued its first warning in 2019 about the possibility of closing accounts that have excessive returns. Last year in Britain, ASOS started charging £3.95 for frequent returners, and for those who kept less than £40 of their order. ASOS Irish returns are free, according to the website. BusinessPlus.ie.

ASOS is not the only company facing this return dilemma. Fellow fast-fashion brand Pretty Little Thing deactivated accounts last year for similar reasons, shortly after adding a £1.99 (€2.33) return fee.

Returns are a logistical and environmental nightmare in the fashion industry. Statista data shows that 3 out of 4 returned clothing items are disposed in landfills or burned due to processing charges.

Many shoppers depend on the flexibility of returns to ensure they get the right size. Is it fair to expect retailers to monitor returns? Or should they focus on improving customer service and ensuring consistent sizing instead?

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