Brand sentiment analysis
What does the world think of Asos?
The sentiment score is available in the full report.
Mixed, leaning positive
Score in full report
ASOS sits on a split reputation: shoppers still rate the app and the range very highly, with a 4.9 star average across more than 520,000 iOS ratings and steady praise for fast delivery, Premier membership and easy discovery, while independent press coverage is markedly harsher. Guardian reporting on executive pay rises 'amid losses' and on fast fashion's post-Covid decline, plus BBC coverage of customers banned over returns calling it a 'slap in the face', sets a negative business and trust narrative. Social chatter on Bluesky and Mastodon is mostly everyday product talk with recurring gripes
Product range and app experience still win customers over
The iOS app holds a 4.9 rating from over half a million reviewers, with recurring comments like 'always find something unique and interesting, very fast delivery and easy returns' and praise for true-to-size fit and Premier delivery. Independent chatter echoes this, from sale bargains and outfit pos
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>