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

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 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?

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 trendy, inclusive, and youth-focused language, with literal messaging, in command-style sentences, using the present tense.