Success isn’t about not making mistakes, but how you recover from them. Fashion Giant, ASOS did one recently and turned it into publicity pr. ASOS managed to print 17,000 packaging bags with a rather prominent typo on them. Their slogan, ‘discover fashion online’, had the word ‘onilne’ instead of ‘online’.
Not exactly what you want when you’re positioning yourself as a massive digital fashion brand that knows all about techy stuff, right?
The fashion giant could have pretended this hadn’t happened. Most people probably wouldn’t have noticed anyway. Also, ASOS could have issued an apology and moved on, but they instead decided to use their mistake to their advantage.
‘Ok, so we *may* have printed 17,000 bags with a typo,’ ASOS tweeted. ‘We’re calling it a limited edition.’
One person’s typo-covered bag is another’s special, limited edition, collector’s item. This is a genius move (so genius it makes us wonder if the whole thing was a well-constructed PR move, but we’re choosing to be positive and believe the typo genuinely happened).
This means that anyone who’s placed an ASOS order recently could be one of the lucky few to get their paws on a typo bag. If you spot ‘onilne’ on yours, rejoice, you can probably sell that sucker on ebay.
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