In a quick marketing move, ASOS turns typo into ‘limited edition’ offering

In PR and marketing, it’s all about positioning.

ASOS, an online fashion and beauty retailer in the United Kingdom, is reaping the benefits of a last-minute pivot after it found a typo on 17,000 of its bags:

Ok, so we *may* have printed 17,000 bags with a typo. We’re calling it a limited edition. pic.twitter.com/wTpKNid4V5

— ASOS (@ASOS) March 21, 2018

Instead of reading, “Discover fashion online,” the last word was misspelled to read, “onilne.” ASOS’ social media team took to Twitter with a picture and admission of the mistake, telling followers it was calling the bags with the typo “limited edition.”

The tweet has racked up more than 6,000 retweets and 38,000 likes, along with a slew of other comments on Twitter and headlines across news publications.

“This is the best turnaround I’ve ever seen,” wrote Cosmopolitan’s Abbi Malbon. Independent.ie wrote that the retailer is “ styling it out spectacularly ” and Metro called said ASOS “brilliantly” recovered from the error.

Many consumers applauded the move on Twitter, with some wanting to purchase items just to get the bag:

I love everything about this. If you make a mistake, own it.

— Melissa Rieger (@MelissaRieger) March 21, 2018

When you know your marketing..It's not a typo, it's a limited edition! #asos #marketing pic.twitter.com/2FoWHM3m5W

— Ivana Šulc (@IvanaSulc) March 22, 2018

Most retailers would just stop shipment and discard them, but @ASOS has the #creativity to convert a problem into an #opportunity. #🧠

— Ashwin Arun (@ashwinarun) March 21, 2018

Very well played @asos 🙌

— Sally O’Shea (@sweetiesal) March 21, 2018

@ASOS Now I have to order something to see if I will be lucky enough to get the typo bag! https://t.co/x53TRDfM9V

— Maja Srdanovic (@majakokolari) March 21, 2018

I love shopping onilne

— Char (@char_x0) March 21, 2018

this makes me love you guys more and now I want one of those bags

— Chelsea (@ChelseaREvans) March 21, 2018

I love how @ASOS managed to turn a genuine typo mistake into a 29K liked tweet. https://t.co/DhgF9ujMad

— Si Jobling (@Si) March 22, 2018

Others jumped in with typo admissions of their own:

Been there... pic.twitter.com/DHByuituFd

— Robots With Rayguns (@robtswthrayguns) March 22, 2018

Cheer up. Happens to the best ones. #VeryFirst pic.twitter.com/3yMfi9mY9P

— Sharee ™ (@Shareee) March 21, 2018

I work in fashion as well....I think we've had our share of typos like "shite shirt" instead of "white shirt" 😂😳 pic.twitter.com/yWVI4bPqTc

— Michelle Lauritzen (@MELauritzen) March 21, 2018

Haha. These things happen!
It reminds me of this typo spotted on my local high street. I wonder if anyone else noticed...? 😂 pic.twitter.com/O8lWCbj2Hv

— Thinking_aloud (@Thinking_aloud7) March 21, 2018

Look at our signed poster! 😱😱😱 pic.twitter.com/iqOdkaJ3W1

— Comedy Store MCR 🐝 (@ComedyStoreMCR) March 22, 2018

For PR and marketing pros facing the music after making a grammatical mistake or overlooking a typo, ASOS’ “oops” moment shows that you’re far from being alone. It also highlights the opportunities for a PR and marketing win, provided you’re willing to laugh at your mistake and think quickly to turn the situation around.

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