ASOS Tone of Voice — Inclusive & Trend-led

Tagline: "Fashion with integrity"

Industry: Fashion & Apparel

Sector: Fashion

How ASOS Communicates

ASOS talks like the internet’s fashion feed. "Fashion with integrity" pairs fast, trend-led style with a nod to values — inclusive, digital-first, of-the-moment. 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, Trend-led, Digital-first.

Communication Style

Language Style: On-trend
Sentence Type: Statement
Tense: Present
Expression: Imaginative

ASOS Brand Story

Founded in 2000 in London as As Seen On Screen, ASOS became the leading online fashion destination for young adults. Offering 850+ brands alongside private label, ASOS pioneered inclusive sizing and sustainable initiatives.

Brand Message

Fashion for the style-conscious generation

Brand Mission

To be the number one destination for fashion-loving 20-somethings

Brand Positioning

Core Concept: Online destination for fashion-forward youth

Central Tension: Fast Fashion vs. Sustainability

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, trend-led, digital-first tone of voice. Their communication is on-trend, typically using statement-style sentences in the present tense. Their tagline "Fashion with integrity" exemplifies this voice.

How does ASOS communicate with customers?

What is ASOS's brand message?

ASOS's core message: Fashion for the style-conscious generation Their mission: To be the number one destination for fashion-loving 20-somethings

What is ASOS's slogan?

ASOS's slogan is "Fashion with integrity". It carries their inclusive, trend-led, digital-first voice.

What is ASOS's mission?

ASOS's mission: To be the number one destination for fashion-loving 20-somethings

What makes ASOS's brand voice unique?

ASOS stands out through their inclusive, trend-led, digital-first communication style. Their central brand tension, "Fast Fashion vs. Sustainability", shapes how they communicate across the Fashion sector.

What language style does ASOS use?

ASOS uses on-trend language, with imaginative messaging, in statement-style sentences, using the present tense.