ASOS has introduced a new loyalty programme for UK customers. Following a “successful trial” that began in March, ASOS.World is designed “to evolve the way [we connect with our] customers”. 

The programme offers “exclusive benefits and experiences”, including early access to edits and collections, priority back-in-stock alerts, invites to exclusive events and early access to sale.  

The programme features four tiers: Stylist (free to join); Curator (£100 annual spend); Icon (£350 annual spend); and A-Lister (£750 annual spend).  

“ASOS.World reflects the brand’s continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers, thanks to its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace”, the online fashion giant said. 

Macy Hong, head of loyalty at ASOS, added: “Our customers want to engage with ASOS in a way that goes beyond just shopping. [This] creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences. It’s a programme designed to reward loyalty while staying true to what makes ASOS exciting and relevant – a dynamic fashion mix of our own brands and curated selection of partner brands.” 

The retailer added that the programme “will continue to evolve based on customer feedback, ensuring it stays aligned with how ASOS shoppers want to engage with fashion”.