I believe ASOS was one of the first sites to make some progress with online fashion retailing. For a few years I didn't really pay any attention to it as it seemed to be built around the concept of the user copying the look of the stars (hence the name ASOS - 'As Seen On Screen'). However they appear to have dropped this approach to focus on becoming more of a online fashion superstore / department store in recent years. The site now has one of the largest ranges of labels out there, more often than not focused at the high street level rather than true designers.
I have purchased from ASOS many times and have always had a pleasant experience. The items have always arrived in perfect condition and promptly.
I probably wouldn't buy ASOS branded items again as the quality is not there. I purchased some merino jumpers and they bobbled immediately. Then again what can I expect for £15 each, they were no John Smedley's.
Back to the site, I moved to Australia a few years ago, and what impressed me more about ASOS then was that they offer the lowest international shipping rate at £10.50 and the items still arrive usually within a week.
ASOS also send out from time to time emails with Australia only specials. Due to these reasons and word of mouth, I know of a lot of Aussies who have now started to check out the site use it frequently.
I would have to say that the site could do with a little refresh however as Review #2 said, it's not as if there is anything wrong with it.
I also agree with the customer service comment, it does their job but they isn't the personal touch. My understanding (from reading the ASOS wikipedia page) is that they employ a considerable number of staff in a call centre which is why I think this is the case. At the end of the day, this is what helps them keep the prices down.
Reviewed 18th Dec 2010 by Ian
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