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

After noticing a misspelling on thousands of its bags, the UK-based retailer tweeted out the error with a joke. Many applauded the decision.

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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.

— 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.

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