ASOS vs Macy's: Tone of Voice Compared

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

In short

ASOS and Macy's 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 Macy's sounds aspirational, american, writing in aspirational language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; Macy's answers with "Believe".

Voice comparison

DimensionASOSMacy's
Tone wordsInclusive, Trendy, YoungAspirational, American
Language styleTrendy, inclusive, and youth-focusedAspirational
Sentence typeCommandCommand
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""Believe"

What ASOS and Macy's share

ASOS and Macy's share no tone words. Both compete in the E-commerce sector.

Where they differ

ASOS leans inclusive, trendy, young. Macy's leans aspirational, american.

Positioning & strategy

DimensionASOSMacy's
Brand messageFashion democracy for twenty-somethingsThe magic of department store shopping, reimagined
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsBe the preferred shopping destination for our customers
Core conceptYouth fashion marketplaceMagic of Shopping
Core tensionTrend vs. ValueOrdinary vs. Magical

Frequently Asked Questions

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

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while Macy's uses an aspirational, american tone with aspirational language. They share no tone words.

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

ASOS's tagline is "Discover Fashion Online". Macy's's tagline is "Believe".

Do ASOS and Macy's target the same market?

Yes — both ASOS and Macy's compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and Macy's on department store.

Is ASOS or Macy's more figurative in its messaging?

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

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