“The home of emerging creatives, GUAP, is proud to announce the return of the GUAP GALA this November after a one-year hiatus, once again spotlighting the talent shaping the future of culture.”GUAP announces return of the GUAP GALA this November with headline partner ASOS and confirms 2025 award categories
ASOS
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
20 of ASOS's own blog posts, press releases and announcements, 2021 to 2025, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.
- Pages measured
- 20
- Years covered
- 2021–25
- Archived before ChatGPT
- 0
- Blog · press
- 2 · 18
20 pages only. The writing numbers on this page are context, not findings: there are no sector rankings or comparisons below 30 pages.
01 · Homepage
One capture a year
ASOS's homepage from 2003 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of ASOS’s homepage (asos.com) as archived by the Internet Archive on 30 Jun 2026. © ASOS or its licensors. Shown for comparison and review; not endorsed by ASOS.
Homepage
2026
“Discover more from”
Page title
ASOS | Online Shopping for the Latest Clothes & Fashion
- 2012Join the COnversation
- 2013This is ASOSYour one-stop fashion destination
- 2015ASOS own label
- 2018Save Page Now
- 2019This is ASOS
- 2026Discover more from
22 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2021 | 11.6 | 1 |
| 2024 | 8.4 | 3 |
| 2025 | 9.1 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2021 | 0.92 | 1 |
| 2024 | 0.71 | 3 |
| 2025 | 0.78 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2021 | 31.9 | 1 |
| 2024 | 20.0 | 3 |
| 2025 | 15.6 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "You" | Pages |
|---|---|---|
| 2021 | 57% | 1 |
| 2024 | 26% | 3 |
| 2025 | 21% | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "We" | Pages |
|---|---|---|
| 2021 | 43% | 1 |
| 2024 | 63% | 3 |
| 2025 | 60% | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Questions | Pages |
|---|---|---|
| 2021 | 5.8 | 1 |
| 2024 | 1.7 | 3 |
| 2025 | 2.9 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Exclamations | Pages |
|---|---|---|
| 2021 | 8.70 | 1 |
| 2024 | 8.54 | 3 |
| 2025 | 7.37 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Long words | Pages |
|---|---|---|
| 2021 | 18% | 1 |
| 2024 | 23% | 3 |
| 2025 | 27% | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Em dashes | Pages |
|---|---|---|
| 2021 | 1.45 | 1 |
| 2024 | 7.04 | 3 |
| 2025 | 4.73 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2021 | 0.00 | 1 |
| 2024 | 0.25 | 3 |
| 2025 | 1.46 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2021 | 0.00 | 1 |
| 2024 | 0.20 | 3 |
| 2025 | 0.95 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2021 | 0.00 | 1 |
| 2024 | 0.62 | 3 |
| 2025 | 0.64 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2021 | 0.00 | 1 |
| 2024 | 0.03 | 3 |
| 2025 | 0.02 | 5 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2021 | 690 | 1 |
| 2024 | 31,444 | 3 |
| 2025 | 17,884 | 5 |
Years with pages: 2021 (1), 2024 (3), 2025 (5). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
ASOS among fashion brands
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. ASOS has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.
Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
04 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“Created for a customer whose style is increasingly shaped by the crossover between sport,fashion and culture. Rooted in adidas Originals' sporting heritage and reimagined through ASOS' British fashion lens, it combines tailored influences, elevated fabrication and iconic sportswear silhouettes to create a wardrobe designed to move seamlessly between different moments of everyday life.”adidas Originals and ASOS launch first menswear collection fronted by Noni Madueke
05 · Every page
All 24 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 20 count towards the measures; the rest were not measured (4 pdf report (annual report, info pack)). Pages with no reliable date count in the overall numbers but in no year.
20255 pages
- New On Netflix October 20262025 · announcement · 742 words
- Pat McGrath Labs Is Officially On ASOS2025 · announcement · 1,220 words
- adidas Originals x ASOS: Collection 01 has landed – shop it now.2025 · announcement · 557 words
- GUAP announces return of the GUAP GALA this November with headline partner ASOS and confirms 2025 award categories2025 · press · 690 words
- https://www.asosplc.com/media/u0sjrlvd/213800h8dbb8jskdw630-2025-08-31-t01_preview.xhtml2025 · press · 86,213 words
20243 pages
- The Style Feed Team's Favourite Dresses For Spring2024 · blog · 599 words
- Inspired By: Meet the Best-Dressed Guests at our Campaign Launch Party2024 · announcement · 653 words
- https://www.asosplc.com/media/0cxgapbr/213800h8dbb8jskdw630-2024-09-01-t01.xhtml2024 · press · 93,080 words
20211 page
- Say hi to Under Armour’s Class of 20212021 · announcement · 690 words
In the overall numbers, no year11 pages
- ASOS Appoints Law Roach as Stylist in Residence19 Sep 2026 · press · 769 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Black Friday & Cyber Monday Sales 202617 Sep 2026 · blog · 932 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- From exclusive launch to customer favourite: Lioness24 Aug 2026 · announcement · 235 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Fashion has never been easier to find. So why is getting dressed still so hard?21 Aug 2026 · press · 1,257 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- adidas Originals and ASOS launch first menswear collection fronted by Noni Madueke24 Jul 2026 · press · 770 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Topshop.com launches in Ireland8 Jun 2026 · press · 306 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- ASOS Appoints Natasha Jeffers as Managing Director, Global Trading18 Mar 2026 · press · 381 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Topshop EU launches in 23 countries15 Jan 2026 · press · 335 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Introducing the ASOS Disability Hub8 Dec 2025 · announcement · 218 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- ASOS Appoints Ben Blake as EVP Customer & Commercial10 Sep 2025 · press · 415 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Introducing Indie Grunge2014 · announcement · 380 wordsDated before 2015: in the overall numbers; the year charts start at 2015
Not measured4 pages
- https://www.asosplc.com/media/lokaeriz/asos_plc_admission_prospectus_18022022.pdfundated · info_pack · 42,334 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.asosplc.com/media/buijobcn/49775_asos_ar25_text_int_031225-final.pdfundated · info_pack · 90,231 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- ASOS Annual Report 2023undated · info_pack · 96,912 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.asosplc.com/media/prwpal1k/fashion_with_integrity_strategy_update.pdfundated · info_pack · 14,918 wordsPDF report (annual report, info pack): listed, but kept out of every measure
06 · Method
How this was measured
The pages
ASOS's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.