Asos has informed staff that online meetings have a “detrimental” impact on performance as it warned against disobeying its flexible working policy.

The online fashion retailer said it would begin taking disciplinary action for employees if they flaunt the rules, which require some departments to attend the office up to five days a week.

Asos is understood to have requested that its creative, marketing and production teams conduct the majority of its meeting in person, claiming that virtual attendance puts a “strain” on the wider team, The Times reported.

The retailer said in correspondence to staff there were several meetings that are “vital” for them to attend in a face-to-face office environment, such as on projects, brainstorms, pre-production meetings and commercial meetings.

It added that there was a “very real need” for people in the company to see, touch, and feel the clothes, which would be “impossible virtually”.

Sales at Asos have been under pressure as of late as shoppers head back to the high street and switch to cheaper ecommerce players like Shein and Temu.

Asos reported widening losses in the half to 3 March to £120m after group sales plummeted 18% as it continues with the second phase of its turnaround plan.

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