ASOS vs Nordstrom: Tone of Voice Compared

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

In short

ASOS and Nordstrom 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 Nordstrom sounds service-oriented, premium, writing in warm language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; Nordstrom answers with "Generosity Is the Best Gift".

Voice comparison

DimensionASOSNordstrom
Tone wordsInclusive, Trendy, YoungService-Oriented, Premium
Language styleTrendy, inclusive, and youth-focusedWarm
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""Generosity Is the Best Gift"

What ASOS and Nordstrom share

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

Where they differ

ASOS leans inclusive, trendy, young. Nordstrom leans service-oriented, premium.

Positioning & strategy

DimensionASOSNordstrom
Brand messageFashion democracy for twenty-somethingsPremium fashion with legendary customer service
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsHelp customers feel good and look their best
Core conceptYouth fashion marketplaceLegendary Service
Core tensionTrend vs. ValueTransaction vs. Relationship

Frequently Asked Questions

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

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while Nordstrom uses a service-oriented, premium tone with warm language. They share no tone words.

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

ASOS's tagline is "Discover Fashion Online". Nordstrom's tagline is "Generosity Is the Best Gift".

Do ASOS and Nordstrom target the same market?

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

Is ASOS or Nordstrom more figurative in its messaging?

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

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