1ASOS
No. 1 — ASOS. On the lists of 8 of 10 AIs; median place there: 4. ASOS promises an 'AI generated' icon and keeps returns free for account holders, charging only guests and heavy returners.
Did you know
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.
- What it is
- UK online fashion store with its own AI page and a try-on tool.
- Its edge
- Returns stay free for account holders, and its AI icon is promised on its own AI page.
- Who it suits
- 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
- HeadquartersLondon
Why it is here
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
Did you know
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.
Keep in mind
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.
Video: Why China's Shein is beating ASOS, H&M and Zara at fast fashion · CNBC International
