Asos is investigating reports of a hack, following the drop of its shares on the London Stock Exchange by almost twelve percent. A message sent out to customers stated, "Dear Asos DPO [data protection officer] and IT, we have fully compromised the Snowflake instance."

Dray Agha, the senior manager of security operations at Huntress, an online security firm, noted that Snowflake functions as a massive cloud database where retailers commonly keep sensitive customer details. Furthermore, the same security expert suggested that the push notification implies attackers breached the systems managing the Asos mobile application.

According to Dray Agha, the senior manager of security operations at Huntress, an online security firm, sending a ransom demand directly to consumer devices represents an aggressive extortion tactic intended to force a swift business negotiation. Marijus Briedis, the chief technology officer at the online service provider NordVPN, advised that high-profile cyber incidents create ideal conditions for phishing attacks.

Last year, other major retailers, including Marks & Spencer, the Co-op, and Harrods, experienced cyber incidents.