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ASOS to take action on serial returns behaviour

serial returns

ASOS may take action against serial returns in a change to its policy which aims to make it more sustainable.

The fashion retailer told customers in an email that it may “investigate and take action” if it notices an “unusual pattern”.

It announced that it would increase its returns period from 28 to 45 days.

The email acknowledged the importance of easy returns to ASOS’s brand but said that it had to ensure that returns were sustainable “for us and for the environment”.

Over three quarters of consumers would buy more from a retailer if offered free returns, according to a new survey by Klarna. The poll of 2000 UK consumers found that the volume of items had increased 14% since 2017.

According to a survey of 2000 online shoppers and 200 online clothing retailers, 13% of UK consumers have purchased clothing with the intention of wearing it once and then returning it for a refund, known as wardrobing.

The tendency was particularly high amongst 25 to 34-year-olds, 21% of whom admitted to doing this. By contrast, the figure was only 6% for those over 45 years old.

Of the retailer respondents, 62% said that the cost of wardrobing was significant to their business while 23% said it was “very” significant.

Image credit: ASOS

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