ASOS vs Mercari: Tone of Voice Compared
A side-by-side comparison of how ASOS and Mercari communicate — tone words, language style, sentence structure, and taglines.
In short
ASOS and Mercari 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 Mercari sounds simple, accessible, writing in simple language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; Mercari answers with "The Selling App".
Voice comparison
| Dimension | ASOS | Mercari |
|---|---|---|
| Tone words | Inclusive, Trendy, Young | Simple, Accessible |
| Language style | Trendy, inclusive, and youth-focused | Simple |
| Sentence type | Command | Statement |
| Tense | Present | Present |
| Expression | Straightforward | Straightforward |
| Tagline | "Discover Fashion Online" | "The Selling App" |
What ASOS and Mercari share
ASOS and Mercari share no tone words. Both compete in the E-commerce sector.
Where they differ
ASOS leans inclusive, trendy, young. Mercari leans simple, accessible.
Positioning & strategy
| Dimension | ASOS | Mercari |
|---|---|---|
| Brand message | Fashion democracy for twenty-somethings | The simplest way to buy and sell anything |
| Mission | Becoming the world's number-one destination for fashion-loving 20-somethings | Create value in a circular society |
| Core concept | Youth fashion marketplace | Easy Selling |
| Core tension | Trend vs. Value | Complicated vs. Simple |
Frequently Asked Questions
How is ASOS's tone of voice different from Mercari's?
ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while Mercari uses a simple, accessible tone with simple language. They share no tone words.
What is ASOS's tagline and what is Mercari's tagline?
ASOS's tagline is "Discover Fashion Online". Mercari's tagline is "The Selling App".
Do ASOS and Mercari target the same market?
Yes — both ASOS and Mercari compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and Mercari on e-commerce / marketplace.
Is ASOS or Mercari more figurative in its messaging?
Both lean straightforward — ASOS and Mercari each express themselves in a straightforward way.