Asos launches same-day delivery for Londoners amid looming fashion threat from Amazon

The service is initially being rolled out to London shoppers

Asos has unveiled a same-day delivery option for customers in London, promising that the service will be rolled out in other major UK cities in the coming months.

The move comes amid growing competition from the likes of Amazon which has been bulking up its Prime Wardrobe service over the past few months – allowing shoppers to order clothes with no upfront cost so they can try before they buy.

Dubbed Asos Instant, the fashion retailer will be hoping its new delivery option will offer a point of difference in what is becoming an increasingly crowded market.

In the past 12 months alone, Asos claims it has introduced 200 delivery and service improvements around the world. Earlier this year, in the UK, where 80% of its traffic is driven by mobile, the fashion brand revamped its app to include a visual search tool.

The same-day service will be available to customers within any of London’s 122 postcodes, on orders placed before 10AM on weekdays. It will cost £12.95 and parcels will be delivered between 6 - 10PM on the same day.

“Asos has a history of innovation - in our use of technology, our trend setting fashion, and in the best-in-class delivery and service propositions we offer our customers. We are excited about the introduction of Asos Instant and will continue to explore new options that add convenience and choice for shoppers,” said Matt Rogers, delivery solutions and returns director at Asos.

Asos attracts 146 million visitors a month, selling a mix of branded and own-label clothes. While Asos has years on Amazon's forays into the fashion space the e-commerce behemoth has been looking to snap at its heels with Prime Wardrobe as well as the launch of its own-label clothing brand Find, which sells clothes from £10.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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