Asos Breach Raises Questions About Fashion Retail Apps and Data Security
Asos users received an in-app message last week saying the retailer had been hacked and its data storage provider was compromised. This week, reports said H&M is investigating similar claims, though the company said no breach was found. A cybersecurity expert questioned why fashion brands need their own apps, citing retail data collection and security risks.
Asos, based in London, has more than 16 million active users worldwide. Last Tuesday, hackers placed an in-app notice claiming the company had been breached and that Snowflake, its data storage provider, was fully compromised. This week, the Times reported H&M is examining similar claims involving the same group under another name; the Swedish retailer said it found no breach.
Cybersecurity professor Justin Cappos questions why fashion labels need apps, linking them to retail’s data appetite and incentives like discounts or app-only prices. A Coresight report says AI can build lifelong customer profiles, while a Business Digital Index analysis found 65 percent of fast-fashion firms including Asos, Shein and Boohoo had corporate credentials circulating on the dark web.
Consumers who use fashion retail apps could face heightened privacy risks if detailed profiles are exposed, potentially affecting trust in brands and online shopping. Retailers may need to weigh app-based data collection against security costs, while investors could react to uncertainty around breaches. The episode may also prompt shoppers to question discounts tied to app downloads and to consider how much personal information they share.