ASOS vs Gap: Tone of Voice Compared

A side-by-side comparison of how ASOS and Gap communicate — tone words, language style, sentence structure, and taglines.

In short

ASOS and Gap both compete in E-commerce, but they don't sound alike. ASOS sounds inclusive, trendy, young, writing in trendy, inclusive, and youth-focused language, while Gap sounds casual, american, writing in casual language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; Gap answers with "Be Your Own Gap".

Voice comparison

DimensionASOSGap
Tone wordsInclusive, Trendy, YoungCasual, American
Language styleTrendy, inclusive, and youth-focusedCasual
Sentence typeCommandCommand
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""Be Your Own Gap"

What ASOS and Gap share

ASOS and Gap share no tone words. Both compete in the E-commerce sector.

Where they differ

ASOS leans inclusive, trendy, young. Gap leans casual, american.

Positioning & strategy

DimensionASOSGap
Brand messageFashion democracy for twenty-somethingsAmerican casual style for self-expression
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsBridge the gap between style and individuality
Core conceptYouth fashion marketplaceIndividual Style
Core tensionTrend vs. ValueConformity vs. Individuality

Frequently Asked Questions

How is ASOS's tone of voice different from Gap's?

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while Gap uses a casual, american tone with casual language. They share no tone words.

What is ASOS's tagline and what is Gap's tagline?

ASOS's tagline is "Discover Fashion Online". Gap's tagline is "Be Your Own Gap".

Do ASOS and Gap target the same market?

Yes — both ASOS and Gap compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and Gap on fashion retail.

Is ASOS or Gap more figurative in its messaging?

ASOS's messaging is straightforward, while Gap's is imaginative.

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