ASOS has launched its new tiered loyalty programme, ASOS.WORLD, for UK customers, aimed at evolving the way shoppers connect with the fast fashion brand.

Designed to reward loyalty “beyond shopping” among existing customers as well as boosting new customer acquisition, the retailer said ASOS.WORLD reflected the brand’s “continued investment in CX and long-term engagement.”

“Our customers want to engage in a way that goes beyond just shopping,” Macy Hong, Head of Loyalty at ASOS, said. “ASOS. WORLD creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences.”

Following a pilot which began back in March, the loyalty scheme features four tiers based on a customers’ annual spending – from Stylist, which is free to join, to Curator for shoppers spending more than £100 and Icon for £350+ annual spenders. The top tier, A-Lister, is reserved for ASOS brand fans that exceed the £750 annual spending mark.

Each tier unlocks exclusive user benefits and experiences, including early access to edits and collections, priority back-in-stock alerts, early sale access and invites to exclusive events.  

Hong added that the loyalty programme is “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.” 

ASOS said the scheme would continue to evolve based on customer feedback to ensure its aligns with how its customers want to engage with fashion.