Yes, people still shop on ASOS, which remains a major, top-ten UK clothing retailer with 67.2 million orders shipped worldwide last financial year. However, the company is facing declining popularity and sales, with many consumers switching to faster, cheaper alternatives like Shein, and facing issues with return policies.
“The company missed profit expectations, largely due to subdued consumer demand, reflecting broader economic worries and tighter household budgets. Many customers appear to be delaying purchases, or waiting out for deeper discounts which is a habit ASOS would do well to avoid relapsing into.”
Even with the European and North American expansion, 42 percent of ASOS sales in 2021 came from the UK. It is one of the ten largest clothing retailers in the country, and has expanded rapidly following the acquisition of Arcadia Group, which owned the Topman, Topshop and Miss Selfridges brands.
Once the feared enemy of the high street and worth more than £5bn, the online fashion retailer Asos has seen its value slump as it faces difficulties that could herald the demise of fast fashion. The London-based seller dropped out of the FTSE 250 with a whimper this week, valued at about £320m.
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Is ASOS ok to buy from?
Yes, ASOS is a legitimate and reputable online retailer based in the UK. It has been in business since 2000, ships globally, and sells both its own ASOS brands and well-known fashion labels.
ASOS Plans 2026 Brand Relaunch Amid Revenue Decline. ASOS is preparing a brand relaunch for next year following final results showing group revenue falling 15% from £2.9bn to £2.5bn in the 52 weeks to 31 August 2025. The online fashion retailer's GMV decreased by 12% during this period.
Shopbop. When it comes to logistics and Fashion, ASOS can only be rivaled by Shopbop and that's why it makes our list. While ASOS built out a powerful expedited delivery and customer service system on its own (as far as I know), Shopbop was acquired by Amazon and, well, ya know.
In 2023, an investigation by the advocacy groups Collective Fashion Justice and World Animal Protection, found that Asos and several other brands had inaccurately labelled real animal feathers as 'faux' or synthetic on a number of products.
Though still fast fashion, a Zara blazer or pair of trousers often holds its shape better than a comparable item from Asos. The quality on Asos can be inconsistent. Because it's a marketplace featuring hundreds of brands alongside its in-house lines, quality varies drastically.
ASOS said revenue would come in slightly below market expectations. Analysts on average had expected the company's total sales to fall 8.4 percent on a constant currency basis for the fiscal 2025. Gross merchandise value is also seen lower than expected as it prioritises “higher quality sales”.
An interesting finding from social media statistics is that 68 percent of individuals aged 18 to 29 and 78 percent of those aged 30 to 49 use Facebook. With the rise of newer platforms like Snapchat and TikTok, Facebook is often perceived as being favored by older generations.
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Another major fast fashion retailer that's come under fire is ASOS. The fashion giant introduced a new returns rate rule this month, which is designed to tackle “serial returners” – shoppers who order huge hauls only to send almost everything back. The golden rule is a return rate of less than 70% to avoid the charge.
Shein's biggest competitor is widely considered to be Temu, another ultra-low-cost online retailer from China that competes directly on price, vast selection, and aggressive customer acquisition, often outperforming Shein in app downloads and some sales metrics, though traditional fast-fashion giants like Zara and H&M remain significant rivals, particularly in brand perception and physical presence.
ASOS plc (/ˈeɪsɒs/ AY-soss) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults.
ASOS is "dropping" due to intense competition (Shein, Temu), a tough economic climate impacting consumer spending, and internal challenges like managing excess stock and improving profitability after post-pandemic shifts, leading to falling revenues, stock drops, and its removal from the FTSE 250, despite ongoing turnaround efforts focusing on cost-cutting, better gross margins, and restoring brand appeal.
So, who owns ASOS? Here is everything you need to know about its biggest shareholder, Danish billionaire Anders Holch Povlsen, and his connections to Scotland.
Published by. Yihan Ma, In September 2025, global visitors to the asos.com website were most likely aged 25 to 34 years old, with almost. percent of visitors to the site being from this age group. Ranked second were 35 to 44-year-olds, who made up around.
