ASOS Tone of Voice — Inclusive & Trendy
Tagline: "Discover Fashion Online"
Industry: Fashion E-commerce
Sector: E-commerce
How ASOS Communicates
ASOS talks like the internet’s fashion feed. "Discover Fashion Online" pairs fast, trend-led style with inclusive, digital-first shopping — inclusive, trendy, young. The voice is on-trend and energetic, aimed squarely at a young, scrolling crowd.
Tone Words
ASOS's brand voice is defined by the following tone words: Inclusive, Trendy, Young.
Communication Style
- Language Style: On-trend
- Sentence Type: Command
- Tense: Present
- Expression: Straightforward
ASOS Brand Story
ASOS evolved from 'As Seen On Screen' celebrity-copying to a massive fashion marketplace for young adults. Their mix of own-brand and curated selections across 850+ brands offers something for every style and budget. Inclusive sizing across Tall, Petite, Curve, and Maternity ranges serves diverse body types. Free shipping and easy returns created customer loyalty in a competitive market.
Brand Message
Fashion democracy for twenty-somethings
Brand Mission
Becoming the world's number-one destination for fashion-loving 20-somethings
Brand Positioning
Core Concept: Youth fashion marketplace
Central Tension: Trend vs. Value
About ASOS
ASOS plc ( AY-soss) is a British online fast-fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe. ASOS originally stood for AsSeenOnScreen with the tagline "Buy what you see on film and TV" because it exclusively sold imitations of clothing from those mediums (for example, Brad Pitt's red leather jacket from the 1999 film Fight Club). ASOS's headquarters are in Camden Town, at Greater London House, with additional offices in Berlin and Birmingham. As of 2013, their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,500 workers. The customer care department is based in Leavesden. The Danish company Bestseller A/S, owned by the business magnate Anders Holch Povlsen, is ASOS's largest stakeholder, with a 26% share. The company is listed on the London Stock Exchange.
Frequently Asked Questions About ASOS
What is ASOS's tone of voice?
ASOS uses a inclusive, trendy, young tone of voice. Their communication is on-trend, typically using command-style sentences in the present tense. Their tagline "Discover Fashion Online" exemplifies this voice.
How does ASOS communicate with customers?
ASOS evolved from 'As Seen On Screen' celebrity-copying to a massive fashion marketplace for young adults. Their mix of own-brand and curated selections across 850+ brands offers something for every style and budget. Inclusive sizing across Tall, Petite, Curve, and Maternity ranges serves diverse body types. Free shipping and easy returns created customer loyalty in a competitive market.
What is ASOS's brand message?
ASOS's core message: Fashion democracy for twenty-somethings Their mission: Becoming the world's number-one destination for fashion-loving 20-somethings
What is ASOS's slogan?
ASOS's slogan is "Discover Fashion Online". It carries their inclusive, trendy, young voice.
What is ASOS's mission?
ASOS's mission: Becoming the world's number-one destination for fashion-loving 20-somethings
What makes ASOS's brand voice unique?
ASOS stands out through their inclusive, trendy, young communication style. Their central brand tension, "Trend vs. Value", shapes how they communicate across the E-commerce sector.
What language style does ASOS use?
ASOS uses on-trend language, with straightforward messaging, in command-style sentences, using the present tense.
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