Success isn’t about never making mistakes – it’s about how you recover from them. Take note from ASOS, who, yes, messed up, but recovered in a brilliant way. 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 tech-y stuff. Being unable to handle a keyboard does make people doubt your abilities. Now, ASOS could have pretended this hadn’t happened. Most people probably wouldn’t have noticed anyway, right? And any snarky tweets about the brand’s spelling could have been ignored. ASOS could have issued an apology and moved on. But instead they 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.’
