A number of ASOS customers have taken to social media to express their dislike for the fashion retailer’s new size recommendation tool.
The tool recommends sizes to consumers based on what they have previously bought on the retailer’s website.
Most online fashion retailers are generally facing pressure on their reverse logistics operations. This is often prompted by consumers buying products in several sizes and then returning those that don’t fit – this new tool could help reduce the number of returns for ASOS.
Consumers expressed their concerns on Twitter:
That size select feature on ASOS is making my self esteem just that much lower when it suggests that they don't have a size for me thanks
— Shannooooon =^•^= (@shannonwalton__) January 23, 2017
WELL MAYBE I'VE LOST WEIGHT SINCE THE LAST TIME I ORDERED WHICH OK WAS 5 DAYS AGO BUT STILL I COULD HAVE
— K a t y 💚 (@itskatywithay) January 23, 2017
But the response to the new tool was by no means all negative.