As regular ASOS shoppers, the latest news of the e-commerce giant cracking down on ‘unusual’ return patterns caught our attention at Hatch.
While the brand is clear that it’s targeting excessive or potentially problematic return behaviour, and has stopped short of calling it a ban, the message has understandably raised questions among customers. Should I still order two sizes to be sure? What if the fabric isn’t what I expected? And is one more return going to get me blacklisted?
Changes to Return Policies
ASOS isn’t alone in this change to return policies – retailers like New Look, H&M and Next have started introducing charges to return items by post, and last year Pretty Little Thing made headlines when it deactivated accounts with high return rates. These shifts reflect a broader industry trend as brands look to balance customer convenience with operational sustainability.
For many of us, returning items are not about gaming the system, they’re a natural part of the online shopping experience. Style, quality, and fit aren’t things you can always judge from a product photo or description. So, introducing new rules or restrictions around returns, especially without clarity or context, has the potential to create uncertainty around a once low-friction customer journey.
Sustainability in the Fashion Industry
Sustainability within the fashion industry is incredibly important, so the argument made in defence of the return crackdowns is valid. Every return has a carbon footprint and some items ultimately go to waste. In that sense, return policy reform makes sense as part of a bigger sustainability effort. But for that to resonate, brands need to empower shoppers with the tools to buy better, with clearer sizing, more accurate product descriptions, and transparency around materials and ethics. Research has found that out of those surveyed, 53% of UK consumers are willing to pay more for sustainably and ethically produced fashion, so the appetite is definitely there.
Building and Maintaining Trust
Ultimately, trust is built not just through convenience, but through clarity, communication and transparency. Policy changes don’t have to come at the cost of loyalty if customers understand the ‘why’ behind them.
Looking to build stronger, more authentic connections with your audience? From communication strategies to creative storytelling, here at Hatch we work with brands to navigate the moments that shape perception and strengthen customer relationships. Drop us a line at hello@hatch.group.
