ASOS vs REI: Tone of Voice Compared

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

In short

ASOS and REI 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 REI sounds adventurous, community, writing in adventurous language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; REI answers with "A Life Outdoors Is a Life Well Lived".

Voice comparison

DimensionASOSREI
Tone wordsInclusive, Trendy, YoungAdventurous, Community
Language styleTrendy, inclusive, and youth-focusedAdventurous
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""A Life Outdoors Is a Life Well Lived"

What ASOS and REI share

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

Where they differ

ASOS leans inclusive, trendy, young. REI leans adventurous, community.

Positioning & strategy

DimensionASOSREI
Brand messageFashion democracy for twenty-somethingsQuality gear and expertise to fuel outdoor adventures
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsInspire, educate, and outfit for a lifetime of outdoor adventure and stewardship
Core conceptYouth fashion marketplaceOutdoor Living
Core tensionTrend vs. ValueIndoor vs. Outdoor

Frequently Asked Questions

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

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while REI uses an adventurous, community tone with adventurous language. They share no tone words.

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

ASOS's tagline is "Discover Fashion Online". REI's tagline is "A Life Outdoors Is a Life Well Lived".

Do ASOS and REI target the same market?

Yes — both ASOS and REI compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and REI on outdoor retail / co-op.

Is ASOS or REI more figurative in its messaging?

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

Browse 3,202 brands by sector

  • Technology brand voices
  • Food & Beverage brand voices
  • Consumer Goods brand voices
  • Finance brand voices
  • Sports & Fitness brand voices
  • Fashion brand voices
  • Travel & Hospitality brand voices
  • Healthcare brand voices
  • Investment brand voices
  • Automotive brand voices
  • Industrial brand voices
  • Services brand voices
  • Entertainment brand voices
  • Retail brand voices
  • Cryptocurrency brand voices
  • Beauty brand voices
  • Luxury brand voices
  • Energy brand voices
  • Media brand voices
  • Gaming brand voices
  • E-commerce brand voices
  • Insurance brand voices
  • Education brand voices
  • Home & Garden brand voices
  • Real Estate brand voices
  • Aerospace brand voices
  • Design brand voices
  • Telecom brand voices
  • Home
  • Compare brands
  • Top lists
  • Taglines
  • Glossary
  • About