ASOS vs Boohoo vs PrettyLittleThing: Which Is Best for Deals?

Three Sites, Very Different Propositions

ASOS, Boohoo, and PrettyLittleThing are the three most-visited UK online fashion retailers for younger shoppers, and they are often assumed to be interchangeable. They are not. Despite overlapping audiences, they have meaningfully different approaches to pricing, product range, discounting strategy, and the returns experience — all of which affects how much you actually save and what you get for your money.

This guide compares all three across the factors that matter most. For currently verified discount codes and active sales, see our ASOS store page, Boohoo store page, and PrettyLittleThing store page.

Pricing: How the Three Sites Compare

All three operate in the value-to-mid range of fast fashion pricing. The differences between them are real but narrow, and are often erased by whichever one is running a sale at any given moment.

ASOS sits slightly above Boohoo and PLT on base pricing for most categories. This reflects their broader range — ASOS carries third-party brands alongside its own-label lines, and those branded products carry their standard retail pricing. For ASOS own-label, the price points are competitive with Boohoo and PLT. The site also carries a wider range of size options across many items.

Boohoo is typically the lowest base price of the three for own-label clothing. Their pricing model is aggressive, built around very high volume and frequent site-wide sales. Individual items often start at prices that feel unsustainably low, which is reflected in the quality tier — what you see is exactly what you are paying for.

PrettyLittleThing sits at a similar base price to Boohoo for most categories, with some lines positioned slightly higher, particularly for occasion wear and co-ord sets that have become their visual signature. PLT leans harder into trend-led, social-media-ready styles, and the pricing reflects that positioning.

Sale Frequency and Discount Depth

All three run frequent sales, but their approach differs.

ASOS runs seasonal sales and periodic mid-season events, but is more restrained than the others about running constant percentage-off promotions. Their Black Friday sale and end-of-season clearance events are the deepest discounting moments. Day-to-day, their outlet section — the ASOS Outlet, accessible through the sale filter — carries a large range of genuine clearance items.

Boohoo effectively treats discounting as its default mode. Site-wide sales with significant percentage-off are common throughout the year, not just at traditional sale periods. This means the base price is in some sense a list price rather than an expected selling price. Shopping Boohoo at full price, without a current code, is rarely the best approach — there will almost always be a promotion available or arriving shortly.

PrettyLittleThing follows a similar approach to Boohoo, with frequent and deep site-wide promotions. Their seasonal sale events can reach significant percentage reductions across large parts of the range. As with Boohoo, the cadence of promotions means it is worth checking for an active code before completing any order.

For current discount codes across all three, visit our fashion deals hub.

Student Discounts

Student discounts are available on all three platforms, typically verified through a student discount verification service.

ASOS offers a student discount for verified students, which applies on top of sale pricing in many cases. Given ASOS's slightly higher base pricing, the student discount is a meaningful lever for making the platform more competitive against Boohoo and PLT.

Boohoo and PrettyLittleThing both run student discount schemes. Both also run regular promotions that may exceed the standard student rate during peak sale periods, so it is worth comparing the student discount against any current site-wide offer before deciding which to apply.

For verified student discount codes on all three, see our student discounts hub.

Returns: All Three Now Charge

Returns policy is an area where all three sites have converged toward charging most customers.

ASOS introduced return fees for standard (non-Premier) customers. Premier members retain free returns as part of their subscription, but for customers on the standard tier, returning an item now carries a charge. ASOS's returns portal remains well-developed and the process is straightforward, but the cost-free returns era for standard accounts has passed.

Boohoo charges for returns unless you hold a Premier membership, which bundles free returns with other benefits. PrettyLittleThing similarly charges for returns outside of specific free-returns promotions.

The practical upshot is that all three sites now effectively charge non-subscribing customers to return items. The difference is in the membership proposition: ASOS Premier, Boohoo Premier, and similar tiers are worth comparing if you buy frequently and return often. For casual or infrequent shoppers, factor a potential return postage cost into the effective price of any item you are unsure about on any of the three platforms.

Quality and Sizing

None of these sites are positioning themselves as quality-led retailers — this is value fast fashion, and the price points reflect that. Within that context, there are differences.

ASOS's own-label tends to be consistent in quality relative to its price tier. The third-party brands it carries (Nike, Levi's, New Balance, and others) maintain their own quality standards. The overall experience is more predictable.

Boohoo and PrettyLittleThing both produce very trend-reactive own-label product at very fast turnaround. Quality varies by item and by production run. The general advice is to manage expectations accordingly: some items are excellent value, others are not.

Sizing can vary significantly between lines on all three platforms. Reading customer reviews and checking individual item measurements where provided is worthwhile, particularly for anything fitted.

Range and Style

ASOS has the broadest range by a significant margin. It carries womenswear, menswear, accessories, sportswear, and beauty. Its own-label ranges run across multiple style sub-labels. The third-party brand section makes it a genuine alternative to a multi-brand department store for online shopping.

PrettyLittleThing is heavily weighted toward women's fashion, with a strong emphasis on going-out wear, co-ords, occasion dresses, and trend-led statement pieces. Their range for casual basics and everyday wear is more limited relative to their core strength. Menswear is available but is not the focus.

Boohoo has a broader split across women's and men's than PLT, and also runs sub-brands including BoohooMAN. The range is wide but not curated — the emphasis is on volume and trend speed rather than selection quality.

Best by Situation

For the widest range and brand variety: ASOS. Nothing else is close for combined own-label plus third-party brands in one place.

For the lowest absolute price on trend pieces: Boohoo or PrettyLittleThing, particularly during a site-wide sale, will usually undercut ASOS on like-for-like own-label items.

For occasion wear and going-out styles: PrettyLittleThing's visual identity is built around this category. The range depth and trend speed on occasion dresses and co-ords is their strongest suit.

For frequent returners: compare the membership tiers across all three. ASOS Premier, Boohoo Premier, and similar subscriptions include free returns — the value depends on how often you buy and return from each site.

For students maximising discounts: check the current student rate against any active site-wide promotion on all three — whichever is running a deeper promotion may beat the standing student discount percentage.

The Practical Answer

The three sites are not interchangeable, but they are all useful. ASOS offers the most complete and reliable experience. Boohoo and PrettyLittleThing offer lower base prices on own-label trend pieces but with more variable quality and a less generous returns experience.

The most cost-effective approach for most shoppers is to check all three before purchasing, compare the total cost including any potential return postage, and use whichever discount code applies to the best current price. For guidance on hitting your budget across all three — including how to use sale timing and codes together — see our best fashion deals under £50 guide.

For verified codes on all three platforms, see our ASOS deals, Boohoo deals, and PrettyLittleThing deals pages.

Sources & References

• Which? — Independent Product Reviews
• WRAP — Sustainable Fashion and Textiles
• Advertising Standards Authority — UK Ad Rules