Online fashion retailer Asos has launched ASOS.WORLD, its new loyalty programme for UK customers, following a successful trial that began in March.

The scheme offers exclusive benefits and experiences, including early access to collections and sales, priority back-in-stock alerts, and invites to exclusive events. The programme is designed to evolve the way ASOS connects with its customers beyond traditional shopping.

The loyalty programme features four tiers based on annual spending: Stylist (free to join), Curator (£100 annual spend), Icon (£350 annual spend), and A-Lister (£750 annual spend).

ASOS said the programme reflects the brand's continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers through its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace.

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."

She added: "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."

The company stated that the programme will continue to evolve based on customer feedback, ensuring it stays aligned with how ASOS shoppers want to engage with fashion. Customers can sign up to the Stylist tier for free on ASOS.com.

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