British online fashion and beauty store Asos.com just made the mother of all typos, printing 17,000 bags with their tagline misspelled.
The bag in question: a clear plastic little number that reads:
"ASOS discover fashion onilne."
But rather than tossing their mistake, wasting money and resources and reprinting the bags, ASOS decided to lean in to the mistake.
The official ASOS account took to Twitter, calling themselves out in the most humorous of ways:
ASOS fans loved being in on the joke and many appeared impressed by the company's sense of humor and outright honesty.
I love everything about this. If you make a mistake, own it.— Melissa Rieger (@MelissaRieger) March 21, 2018
And ASOS joined the conversation:
In an age where people and companies often work hard to hide their flaws, taking ownership for their admittedly minor but potentially embarrassing error, felt not only refreshingly humble but downright heroic to some.
Plus, by making the bag a "limited edition" rather than just throwing them all away, ASOS (pronounced ACE-OSS) is making a better choice for the environment—and their bottom line.
A decision that earned them major kudos from Twitter:
In fact, it sounds like the trendsetting retailer—launched in 2000 and originally called AsSeenOnScreen—is all about environmental responsibility:
As an online retailer, we source over 40 million plastic mailing bags and 5 million cardboard mailing boxes a year, all of which are recyclable! You can find out more on how we deal with packaging and waste here at ASOS by clicking here Tom https://t.co/rcet1898a8.— ASOS Here to Help (@ASOS_HeretoHelp) March 21, 2018
But how does something like this happen?
Well, as it turns out, ASOS' sub editor was on vacation when the bags were approved:
And in the end, by owning their mistake so publicly, ASOS may have stumbled upon an organic strategy for attracting new sales from customers who like their fashion purveyors with a dash of authenticity...
Oh, I hope when my order comes tomorrow I'm one of the lucky winners of these 🤞🏼— Melissa Conway (@Melissa_C_123) March 21, 2018
Still, as Audrey pointed out, it could have been a lot worse:
Your name already sounds like Ass. Good job the spelling mistake wasn't a missing 'O' 😂— Audrey Ashmore (@MissRey1979) March 21, 2018