Pre-press gang

摘要

Accuracy is of utmost importance to sustaining brand integrity. However, in March 2018 this was turned on its head when clothing retailer ASOS accidentally printed 17,000 shipping bags with a spelling error. The usual tagline 'discover fashion online' was printed with the typo 'onilne'. Not intending to waste the bags or a chance for public engagement, the brand's social media, wryly telling people to look out for 'limited edition' packaging.