Asos named UK’s most reputable fashion retailer

Online retailer Asos has been named as the UK’s most reputable fashion retailer, according to the Reputation Institute’s UK RepTrak ranking of high street fashion companies reputations amongst the general public.

Asos received a score of 80.4 out of 100 to be the only retailer to be grouped as ‘excellent’ based on its overall reputation across seven key areas: products and services, innovation, workplace, governance, citizenship, leadership and performance, based on nearly 5,000 interviews with UK consumers.

Following Asos in the ranking was Laura Ashley with 77.8, closely followed by Debenhams who scored 77.4, while Marks and Spencer with 77.0 came fourth, and Next with 76.3 came fifth.

Rounding off the top ten high street fashion retailers were SuperDry, Monsoon, House of Fraser, H&M, and Ted Baker.

The ranking reports that the perception of fashion retailers amongst the UK general public is generally positive, even though Asos was the only one to be grouped ‘excellent’, ten companies were rated ‘strong’.

Reputation Institute executive partner, Kasper Ulf Nielsen, said: “It is intriguing that an online-only retailer has achieved a stronger reputation than the old high-street favourites. This not only reflects the shift in shopping habits of the UK general public, but it also underlines the point, that you can build a high degree of trust, respect, and admiration without the face to face experience.

“With only one retailer breaking through the ‘excellent’ barrier, many within the sector need to do more to cement and build upon their reputations. Businesses can gain further goodwill with the public by defining and further demonstrating responsible business behaviour and corporate citizenship.”

Image: Asos website