What does the acronym ASOS originally stand for in the name of the British fashion retailer?
Answer
As Seen On Screen
ASOS originally stood for “As Seen On Screen.”
The British fashion retailer was founded in 2000 under the name AsSeenOnScreen. Its original concept was to sell clothing and products similar to items worn by celebrities and seen in films or television programmes. The name was later shortened to ASOS as the company developed into a broader online fashion retailer.
The original expansion explains why the brand’s name is not simply an invented four-letter word. ASOS eventually moved beyond celebrity-inspired products and built its own fashion marketplace, selling clothing, accessories and beauty products to customers in many countries.
The company is headquartered in London and became one of the prominent online-only fashion retailers in the United Kingdom. People sometimes interpret ASOS as a reference to online shopping in general, but the letters originally described the phrase “As Seen On Screen,” reflecting the retailer’s first commercial idea.