Brand sentiment analysis
What does the world think of Asos?
The sentiment score is available in the full report.
Mixed
Score in full report
ASOS faces a significant reputation challenge following a high-profile October 2026 data breach in which hackers used the company's own app push notification system to announce unauthorized access to customer data, sparking widespread cybersecurity coverage. While the brand maintains strong customer satisfaction metrics (96% CSAT, 4.9/5 App Store rating) and is recognized as a fashion authority, the breach has exposed vulnerabilities in data security and customer trust, compounded by persistent concerns about sustainability practices and recent customer service complaints.
Strong customer satisfaction and brand loyalty
ASOS maintains a 96% customer satisfaction score with 96% of respondents very satisfied or satisfied, and holds a 4.9 out of 5 rating on the iOS App Store from over 529,000 reviews. The brand continues to be recognized as an authority in affordable online fashion with a glossy editorial presence.
Detected concerns (locked)
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<a href="https://pollyx.org/en/sentiment/asos" target="_blank" rel="noopener"> <img src="https://pollyx.org/api/badge/asos" alt="Asos brand sentiment score by PollyX" height="28"> </a>