ASOS Tone of Voice — Inclusive & Trendy
Tagline: "Discover Fashion Online"
Industry: Fashion E-commerce
Sector: E-commerce
How ASOS Communicates
ASOS communicates with a inclusive, trendy and young voice using trendy, inclusive, and youth-focused language. Their sentences are primarily commands in the present tense. Their messaging is literal. Their tagline, "Discover Fashion Online", captures this voice. The central tension in ASOS's communication is trend vs. value, which shapes every message they craft. Their mission is to becoming the world's number-one destination for fashion-loving 20-somethings.
Tone Words
ASOS's brand voice is defined by the following tone words: Inclusive, Trendy, Young.
Communication Style
- Language Style: Trendy, inclusive, and youth-focused
- Sentence Type: Command
- Tense: Present
- Expression: Literal
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
Frequently Asked Questions About ASOS
What is ASOS's tone of voice?
ASOS uses a inclusive, trendy, young tone of voice. Their communication is trendy, inclusive, and youth-focused, 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 is about Fashion democracy for twenty-somethings. Their concept "Youth fashion marketplace" drives their 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 every message they craft in the E-commerce sector.
What language style does ASOS use?
ASOS uses trendy, inclusive, and youth-focused language with literal messaging. Their sentences are typically command in structure, using the present tense.