1ASOS
N° 1 — ASOS. Dans les listes de 8 IA sur 10 ; place médiane : 4. ASOS promises an 'AI generated' icon and keeps returns free for account holders, charging only guests and heavy returners.
Le saviez-vous ?
In 2005 a fuel depot explosion at Buncefield shut ASOS for six weeks, and £5m of stock was lost. In 2013 it also recalled belts contaminated with the radioactive isotope cobalt-60.
- Ce que c'est
- UK online fashion store with its own AI page and a try-on tool.
- Son atout
- Returns stay free for account holders, and its AI icon is promised on its own AI page.
- Pour qui
- Suits regular account shoppers; less good for guest checkout or people who return most of their orders.
- Return fees and AI labelsFree for account holders
- SiègeLondres
Pourquoi il est là
On cost to the shopper, ASOS charges £3.95 only if a shopper's returns top 70% of the value of their past orders, counted over 12 months. Everyone below that line keeps free returns. That is stricter than a fee on every return. — Which?
On AI models, ASOS launched a try-on tool for 10,000 products in February 2026. Shoppers can upload their own photo or pick an AI-generated model with their likeness. Each try-on loads in four to seven seconds. — Retail Week
Le saviez-vous ?
ASOS began in 2000 as AsSeenOnScreen Holdings plc, selling copies of clothes worn by celebrities on TV and in films. It shortened the name to ASOS in 2003.
À garder en tête
ASOS closed some accounts in 2025 for breaking its Fair Use policy. It says this is how it keeps free returns going for most shoppers. Heavy returners may be affected.
Vidéo: Why China's Shein is beating ASOS, H&M and Zara at fast fashion (en anglais) · CNBC International
