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Founded in 2000, ASOS first began as a site selling clothing that copied items worn by stars and celebrities. ASOS stood for ‘As Seen on Screen’, however it has now expanded into other areas of fashion and cosmetics that have far surpassed this original smaller niche. Based in London, ASOS now has offices throughout Europe, including Paris and Berlin. There are other offices in New York and in the UK with additional offices in Birmingham, Barnsley, and Yorkshire.
ASOS is now one of the UK’s leading online retailers for clothes and cosmetics and is also available online in other territories including Australia, Spain and America. After a brief sojourn into kids wear, ASOS now focuses all of its business on adult wear for men and women.
ASOS offers a wide range of clothing, make up, hair products, gifts and home accessories for both men and women. They also have a vintage clothing section called ASOS Marketplace. ASOS carry their own brand of products, as well as big-name high street brands and lesser known emerging brands too. Whether you are looking for personal apparel, gifts for others or want some funky new home décor pieces, ASOS makes it easy to stay on trend, all in one place. As a modern brand, ASOS are committed to sustainability and inclusivity, championing curvier models with real bodies, and making sure to be representative of LBGTQ communities too. Partnering with GLAAD, they have recently launched a number of gender-neutral collections and continue to promote a message of body positivity. ASOS are also proudly in partnership with ParalympicsGB, helping to improve the visibility of disability within the fashion world and designing clothing that can be worn by anyone, not just able-bodied individuals.
Shopping on ASOS womenswear is divided into the following categories –
If you are looking to shop for menswear, simply select the menswear option when opening their website or app, which will allow you to shop for everything you need, including the same range of categories to choose from. ASOS also carries many unisex items, as well as co-ordinating hoodies and jumpers for couples to wear too.
ASOS offers a ‘Trending Now’ tab as part of their online store, making it simple to see which items are currently in high demand. When selecting an item, ASOS will also add the ‘selling fast’ logo if it is low in stock, helping you to decide more easily which items to save on your wish list for later, and which to quickly check out now before they are gone for good!
The ASOS Marketplace has all the feel of a vintage boutique but instead of wandering through endless shops and stalls, it is all collected for you right on the ASOS website and app! With over 700 boutiques on offer, the ASOS Marketplace has been bringing vintage fashion to the masses for over a decade. Here you can source one off unique vintage finds, and also support independent brands too if you prefer this option to vintage shopping. If you have some fashionable pieces at home that you would like to sell, then why not set up your own ASOS Marketplace stall? The website and app make it easy to open your very own online shop and provide all the tools and help you need to make your first sale and keep on selling. You also have access to a personal account manager to answer any questions you may have, as well as the opportunity to appear across the ASOS website selling your stuff! At just 20% commission, the ASOS Marketplace is a good opportunity for anyone who has always wanted to sell clothes from home but has not had the time or the budget to pursue it properly before.
The brand provides an online sizing chart to make it easier to find your correct size, which can sometimes prove tricky when shopping for clothes online. Their app and website will then remember your details for the next time you shop and will recommend which size would be the best fit for you in any item. This is particularly helpful as sizing can vary from one brand to another. ASOS are passionate about being an inclusive place to shop and offer clothes in 30 different sizing options.
ASOS have a website and app which is suitable for both Android and iPhone systems. The ASOS app makes it easy to scroll through their range of items and add them to either your wish list (using the heart shaped icon at the bottom of the screen) or to add them to your basket to checkout straightaway. The app also helps to guide users to a number of different payment options, including pay later methods such as Klarna and instalment payment options with Clearpay.
Here is a quick step by step guide to help you use your discount and voucher codes for ASOS.
ASOS offers a wide range of delivery options including –
As a brand, ASOS understand that customers want to receive their orders as quickly as possible and are doing everything they can to make their delivery process as straightforward as they can, with all orders courier delivered and tracked.
The app and website make it easy to keep track of your order whilst you wait, and there is the option to cancel an order within one hour of placing it if you suddenly have second thoughts and change your mind.
As ASOS continue to work towards lowering their carbon footprint and becoming a more sustainable brand, their returns system is now completely paperless. Simply place items back into the packaging, confirm your return via the ASOS app or website and then take them to your local post office or drop off point. Here, your QR code can be quickly scanned and your label printed off. The ease of returns policy also makes it easy to order multiple items at a time, and if something does not fit or suit, it is remarkably simple to send it back without losing any money.
ASOS gift cards are available online and can also be purchased through other department stores, such as Boots, as well as through supermarkets too. ASOS no longer carry a reward points scheme, however they offer frequent seasonal sales and discounts, so it is easy to find a bargain and stay on trend without breaking the bank. ASOS also consistently offer a student discount of 10%, so you can still stay on trend even when you are studying.
ASOS can often be found teaming up with celebrities and in particular reality stars in order to promote limited capsule collections of items. Recent collaborations include a collection as worn by Love Island and Made in Chelsea star Zara McDermott. They also sell collaboration collections from other brands, such as the In The Style x Jac Jossa collection and In The Style x Billie Faiers collection.
With one eye always on the future, ASOS proudly supports upcoming talent in the design and fashion world courtesy of their creative futures policy. By using the newest models, photographers, behind the scenes chefs for shoots and musicians, ASOS is helping to actively make a difference to the lives of up-and-coming creatives by taking a chance on new faces. They also run their annual Fashion Discovery competition, where a prize of £50,000 in mentorship and advice is awarded to the two top entries. With this expert advice and investment, the two winners can then launch their own collections on ASOS for two whole seasons in order to create a launchpad for their career in the fashion industry. 2020 saw the launch of the People’s Pick prize, where ASOS customers were able to select a winner who will also receive the opportunity to sell their collection on ASOS for a season.
As a brand that primarily appeal to younger men and women, ASOS appreciate the importance of a healthy and positive body message. As such, all their models are supported by their Model Welfare Policy in order to ensure that their images are prevented from being retouched or edited after shoots. This means that customers can shop for clothes whilst seeing models that look like real women, rather than unattainable digitally altered images. ASOS actively uses over 200 different models in order to include as many different body types, sizes and races as possible.
ASOS also only use suppliers who can assure the health and safety of their workers, and the brand currently employ 168 suppliers with over 700 factories around the world. With high ethical standards, customers can shop fast fashion with confidence, knowing that ASOS as a brand are always giving back to their suppliers and protecting their rights. ASOS also developed the Ethical Trading Standards Strategy and for the past three years have been implementing measures to ensure all workers receive a transparent living wage, reduce the risk posed by modern slavery and are helping to eradicate child labour across the industry altogether.
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