ASOS is one of those brand names nobody seems to know how to pronounce. Is it A-SOSE or A-SOS? Well, wonder no more. I’m here to make it clear, once and for all, how it’s actually said, so you don’t need to mispronounce it the whole time. After debunking the myths of the brand’s sustainability and finding their cutest dresses, it’s only right that we share this…right?

Well, let’s go back to the very beginning. Launched in 2000 as As Seen on Screen in London, England, the name was later shortened to ASOS. Initially, the brand adopted this name as it focused on offering clothing that emulated the styles worn by celebrities on TV and in movies.

Today, the online retailer is one of the biggest fashion platforms on the planet, stocking over nearly 900 of the world’s most loved brands as well as a wide range of clothing, accessories, and beauty products. It celebrates individuality, offers inclusivity in sizing, and fosters a sense of community among fashion enthusiasts. 

It’s safe to say we’re big fans of ASOS here at Wear Next.

If you’re an avid lover of ASOS, too, find out the not-to-miss sales dates of ASOS in 2024. And if you’re thinking of purchasing an ASOS Gift Card for your loved one, here’s where you can buy ASOS gift cards.

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How do you pronounce ASOS properly?

This question is still widely debated, until now. On the ASOS website, they take a moment to address a common query that arises among their customers: the origin and pronunciation of their brand name.

In response to the pronunciation question, ASOS clears the air by stating, “It’s ACE-OSS, by the way.”

They provide the phonetic representation of the correct pronunciation, emphasising that it is neither ‘ASS-OS”‘ nor “AY-SOS,” but rather a clear enunciation of each syllable as ‘ACE-OSS.’

But either way, the pronunciation doesn’t really matter, does it? As long as its understood and if it feels more natural to you, then you do you.

The #AySauce Challenge

In connection with the ASOS pronunciation, did you know about the #AySauceChallenge?

With the need to level up their awareness and engagement in the digital world, ASOS partnered with marketing technology agency Byte and custom music agency KARM to take advantage of TikTok’s ever-popular branded solutions, the Branded Hashtag Challenge Plus. Hence, the #AySauceChallenge was born on August 31, 2020, and the campaign lasted in the UK and US for three weeks.

So, what’s the challenge about? On TikTok, it states “Channel that ASOS vibe and drop your strongest three ’fits with our #AySauceChallenge.”

With its quirky and unforgettable beats, TikTok for Business reported that over 488,000 videos were created and 167,000 users joined the challenge. The brand also achieved a “25% increase in aided brand awareness, a 10% increase in brand association with being ‘trendy,’ and a 50% increase in ad recall.”

Even popular beauty creator @abbyroberts joined the #AySauceChallenge.

How do you pronounce Zara?

While we’re here, we may as well tell you how Zara’s pronounced too.

The Spanish fashion brand Zara is pronounced as “dzah-dah” in Spain, where it originates. It’s all thanks to the Northern Castilian dialect where the brand’s HQ calls home. In English, it is often pronounced as “zah-rah,” which is widely accepted.