July 11, 2025
ASOS Launches Tiered Loyalty Programme for UK Customers
ASOS has announced the launch of ASOS.WORLD, a new rewards programme designed to deepen engagement and keep fashion-conscious UK shoppers coming back for more.
Following a trial run earlier this year, the UK-exclusive programme is now live, offering a mix of perks that go beyond simple discounts. Early access to edits, collections, and sales and VIP alerts when favourite items are back in stock will be available for customers. Even invites to exclusive events are included.
Structured around four tiers—Stylist (free), Curator (£100 annual spend), Icon (£350), and A-Lister (£750)—the programme mirrors loyalty strategies seen in the airline and hospitality sectors, but with a fashion-first twist. ASOS hopes its blend of own-brand design and curated partner labels will give the programme an edge in a crowded ecommerce market.
Macy Hong, head of loyalty at ASOS, said: “Our customers want to engage with ASOS in a way that goes beyond just shopping. ASOS. WORLD 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.”
While the platform is pitched as a reward system for existing customers, ASOS also sees it as a growth engine. A seamless sign-up process and a tier that requires no purchase make the entry barrier low, an intentional move to attract new users.
The retailer says ASOS.WORLD will continue to evolve based on shopper feedback, keeping it flexible and responsive to how fashion lovers want to interact with the brand.
UK customers can join the program through ASOS.com.
