With fast fashion increasingly under fire for its environmental impact, online retailer ASOS has taken a firm stance against 'serial returners’.

This growing trend has prompted ASOS to tighten its return policies, identifying repeat offenders and warning them that their accounts could be permanently closed.

What does this mean for online shoppers who depend on these sites to find clothes that best suit them?

Listener Sadie Rose told Lunchtime Live she typically has to buy the same item in a few different sizes to find the right fit when shopping online.

“Obviously it’s a bit easier when you’re going in person shopping, you can try on these things,” she said.

“But there’s brands where you go online and I’d have to buy a couple sizes because obviously you can’t try it on and that’s one of the cons of online shopping.

“It’s really difficult in that sense when it comes to that side of online shopping, especially with big brands like ASOS who don’t really have that universal sizing.”

A young woman makes an online payment for a purchase.

Designer Helen Steele said she could understand some people’s frustration, but said there are others who “take the absolute mick”.

“I’ve had stuff returned to me that has been worn, that I’ve seen people wear; stuff with holes in it that can never be worn again,” she said.

“Now, I don’t get a lot of returns, but that has been my experience and that was when I was starting out and I [wasn’t established].

“As a designer, it’s extraordinarily difficult to make money in the fashion industry, especially here.”

Customer service

According to Ms Steele, this is likely a move ASOS felt it had to make in order to keep profit margins steady.

“They’re a business, they’re not a charity,” she said.

“Yes, their customer service is hugely important, but at the end of the day, they’re not going to be asked to work less for what their standard wage should be.”

Ms Steele pointed out that ASOS previously pledged to be net-zero by 2030, a target the business recently rolled back.

Main image: A woman tries on clothing. Image: Alamy.