ASOS is a global online fashion
With a central base in the UK, it
ships to over 190 countries,
ASOS customers are funky, fashion
forward, 16-34 year old men and
women with an eye for style and
According to the company profile, ASOS has
13.6 million unique users a month and in
September 2011, 6.3 million registered users
and 3.1 million active customers (www.asos.com)
Every single registered user would have had to
register online to be able to buy ASOS
This registration includes ticking a box that says the user has read
how many people actually read these?
And what are we agreeing to when we tick that box?
ASOS requires the customer information be accurate so
that it can efficiently deliver goods to the customer.
ASOS also requests its BUYING customers be 18 years of
age and the holder of a valid credit card. This assumes
that its customer are at least of this age although they
are targeting teenagers.
This personal information is also used to ‘conduct
appropriate anti-fraud checks’ on behalf of the customer.
ASOS states that it does not do credit checks on customers
but states that customer’s information is available to other
companies and affiliates that ASOS works with including
courier companies, credit/fraud organisations and market
Australian customers should also note that their personal
information does not stay in Australia but is shared with
other companies in other countries for shipping and
ASOS does not guarantee the secure transfer to other
locations and companies and cannot guarantee privacy as
those companies may have their own privacy policies and
terms & conditions which the customer would unknowingly
be subject to.
ASOS operates a blog that allows users to comment on.
Users who contribute to ASOS blogs or Fashion Finder own
all their content and can decide how it is shared – via
Facebook, Instagram, Google+ and other sites – via their
If these privacy setting are set to public then ASOS has
‘non-exclusive, transferrable, sub-licence, royalty-free,
worldwide licence ‘ to use that content .
This content can also be shared with affiliated websites and
third parties and can include the user’s name and profile
ASOS members contributions to the website
User’s content is also subject to community
guidelines which has its own link:
These guidelines include:
• treating all members with respect and
•Respecting copyrighted material and not trying
to pass off someone else’s work as your own
•Not posting inappropriate or offensive content
•Not posting slanderous or defamatory content
that could be come a matter for the legal courts
•All comments should be in English.
Failing to comply to the community guidelines
can result in ASOS membership being cancelled
and material edited or removed from the website.
Asos.com provides an easy and convenient online shopping experience.
It also caters abundantly well for his target demographic customer –female/male
16-34 year olds with an eye for fashion and trends.
These customers needs to be aware of what they are signing up for when they
become an ASOS customer : •Your privacy may be compromised if YOU do not take measures to protect
it. ASOS does not take measure to protect your privacy.
•Your personal details cannot be guaranteed to be safe and secure as they
make their way across the world to suppliers, service providers and third
party companies associated with Asos.
•Any content you submit to the Asos website including comments, photos,
images, illustrations and videos are subject to community guidelines that
can be published and used on other sites without your knowledge or explicit
ASOS terms and conditions: http://www.asos.com/au/infopages/pgetandc.aspx
ASOS community guidelines:
All fashion photos and screend shots taken from www.asos.com website
All illustrations under licence from www.shutterstock.com