ASOS Tone of Voice — Inclusive & Trend-led
Tagline: "Fashion with integrity"
Industry: Fashion & Apparel
Sector: Fashion
How ASOS Communicates
ASOS communicates with a inclusive, trend-led and digital-first voice using youthful language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Fashion with integrity", captures this voice. The central tension in ASOS's communication is fast fashion vs. sustainability, which shapes every message they craft. Their mission is to be the number one destination for fashion-loving 20-somethings.
Tone Words
ASOS's brand voice is defined by the following tone words: Inclusive, Trend-led, Digital-first.
Communication Style
- Language Style: Youthful
- Sentence Type: Statement
- Tense: Present
- Expression: Figurative
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
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 youthful, typically using statement-style sentences in the present tense. Their tagline "Fashion with integrity" exemplifies this voice.
How does ASOS communicate with customers?
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.
What is ASOS's brand message?
ASOS's core message is about Fashion for the style-conscious generation. Their concept "Online destination for fashion-forward youth" drives their 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 every message they craft in the Fashion sector.
What language style does ASOS use?
ASOS uses youthful language with figurative messaging. Their sentences are typically statement in structure, using the present tense.