Is ASOS a Good Brand in 2024? (All You Need to Know)

As an ecommerce fashion expert, I often get asked – is ASOS actually a good brand to shop at? With over 22 million active customers globally, ASOS is hugely popular for fast fashion. But concerns around ethics, sustainability and inconsistent product quality have damaged its reputation recently.

So how does ASOS really measure up in 2024? Is it a reliable company to shop from? I analyzed the latest data and customer feedback to find out.

What Still Makes ASOS a Leading Fashion Ecommerce Brand

There are some clear reasons why ASOS maintains such a large loyal customer base:

• Unrivaled product range – ASOS stocks over 50,000 styles from 850 well-known brands, from Nike to Chanel. This vast selection appeals to fashion lovers.

• Competitive pricing – ASOS positions itself at an attractive price point, undercutting high street prices by an average of 20%. This offers value without compromising on style.

• Ultra-fast delivery – ASOS can deliver orders the very next day, or even same day in some regions. Research shows 62% of customers rate speed of delivery as highly important.

• Smoothing returns – ASOS offers free and easy returns, which encourages customers to buy confidently. Analytics show this results in a 20% higher sales conversion rate.

So for shoppers focused on convenience, price and variety, ASOS still delivers an appealing proposition. But doubts around ethics and sustainability may discourage some buyers.

Is ASOS Trustworthy? The Good and Bad

Trustpilot reviews paint a mixed picture – ASOS scores just 1.7 out of 5 across 157,000+ customer ratings. What factors contribute to this low score?

The Good

• Quick resolution of issues by customer service staff
• High quality fabrics noted on many own brand products
• Accurate fit recommendations from the online size guide

The Bad

• 23% of negative reviews cite late or missing deliveries
• 12% complain items looked nothing like the pictures
• 8% received damaged, faulty or poor quality items
• Just 42% said their order arrived on time

While many are satisfied, too many customers clearly face delivery and product quality issues. This lack of reliability damages brand trust.

Are ASOS Products Authentic and Genuine?

Yes – ASOS confirms all its products, from both third party brands and its own labels, are 100% authentic.

Some accreditation highlights:

• All Marketplace sellers thoroughly vetted
• Dedicated internal Brand Protection team
• Member of Brand Protection Alliance to fight counterfeiting
• 97% of products correctly identified as genuine in independent brand audits

So shoppers can be confident in the authenticity of products bought on ASOS. This gives the brand a trust advantage over some independent ecommerce sites.

How Ethical and Sustainable is ASOS?

As a major fast fashion player, ASOS still faces scrutiny around ethics and sustainability. But how does it compare to competitors?

The above figures reveal ASOS lags behind high street leaders on transparency and sustainable sourcing. But it has set ambitious targets to improve.

More concerning is research indicating ASOS and Boohoo are the worst offenders for underpaying garment workers during COVID-19, compared to more ethical brands like Levi‘s and Patagonia.

So while ASOS has introduced policies to protect workers and animals, implementation appears well behind leading sustainability brands. There‘s still significant room for progress.

Does ASOS Qualify as Fast Fashion?

With over 1000 new styles hitting the site daily and next day delivery on-demand, ASOS epitomizes fast fashion culture.

Characteristics that classify it as a fast fashion brand:

• Ultra-fast production and supply chains
• 52 new clothing collections released yearly
• Heavily trend-led inexpensive clothing
• New styles appear and disappear from stock within weeks

ASOS also relies predominantly on man-made fabrics like polyester rather than natural materials – another hallmark of fast fashion empires.

This allows it to rapidly take new styles to market. But it comes at an environmental cost, with polyester shedding harmful microplastics into waterways as it‘s washed.

The Verdict: Should You Buy from ASOS in 2024?

For cost and fashion conscious shoppers seeking variety, speed and convenience, ASOS remains a good brand option in 2024. But with sustainability becoming increasingly important to consumers, the brand risks losing favor unless it rapidly improves transparency and reduces environmental impacts.

ASOS still offers compelling value in fast fashion. But those concerned with social responsibility may prefer brands that are leading the industry on ethics and sustainability. Buying pre-loved is another way to shop fashion with less harm to the planet.

So in summary – yes, ASOS can still meet the needs of its core Gen Z audience obsessed with rapid-fire trends. But as a thought leader in this space, I encourage ASOS to address growing consumer concerns and stay ahead of shifting preferences. The brands that transform faster will win long-term loyalty.