ASOS vs ThredUp: Tone of Voice Compared

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

In short

ASOS and ThredUp 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 ThredUp sounds sustainable, smart, writing in conscious language. They share no tone words at all. ASOS's tagline, "Discover Fashion Online", captures its voice; ThredUp answers with "Secondhand. First Choice.".

Voice comparison

DimensionASOSThredUp
Tone wordsInclusive, Trendy, YoungSustainable, Smart
Language styleTrendy, inclusive, and youth-focusedConscious
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""Secondhand. First Choice."

What ASOS and ThredUp share

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

Where they differ

ASOS leans inclusive, trendy, young. ThredUp leans sustainable, smart.

Positioning & strategy

DimensionASOSThredUp
Brand messageFashion democracy for twenty-somethingsMake secondhand fashion the first choice for conscious consumers
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsInspire a new generation of consumers to think secondhand first
Core conceptYouth fashion marketplaceSustainable Fashion
Core tensionTrend vs. ValueNew vs. Secondhand

Frequently Asked Questions

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

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while ThredUp uses a sustainable, smart tone with conscious language. They share no tone words.

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

ASOS's tagline is "Discover Fashion Online". ThredUp's tagline is "Secondhand. First Choice.".

Do ASOS and ThredUp target the same market?

Yes — both ASOS and ThredUp compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and ThredUp on e-commerce / secondhand fashion.

Is ASOS or ThredUp more figurative in its messaging?

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

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