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Eva Salisbury 200764955 (DESN2375) Fashion Promotions

Figure 3: Spring 2016 collection 1

Table Of Contents 2|History Of AllSaints 6|Target Consumer 7|AllSaints Product Range 19|Marketing Communications 25|Marketing Mix 27|Perceptual Map 28|Competitor Analysis 34|Target Audience 35|SS17 Denim Trends 39|Directional Denim 42|SS17 Denim Range 52|Marketing Communications Plan 62| Appendices & References


Figure 4,5&6: AllSaints shoot, shop & denim jacket


Figure 7: AllSaints Logo

History Of All Saints


ll Saints is a contemporary fashion branded retailer in womenswear, menswear, shoes and accessories (Lion capital, 2014). Founded in 1994, All Saints was inspired by East London’s’ All Saints Road (Finch, 2010). Merging music, fashion and culture to become an innovative, design-led brand that focussed on the attitude, individuality and creativity of its consumer base as well as the brands distinctive aesthetic (Lion Capital, 2014). Over the years, All Saints has evolved to be-

come an established premium luxury brand, that focuses on high quality craftsmanship, fabric and tailoring. All Saints follows its own unique brand identity and culture, inspired and led by its surroundings and inhouse design rather than the trends All Saints has build up an loyal consumer following, expanding to over 130 stores across select markets in Europe, Asia and North America as well as a innovative digital platform (Lion capital, 2014). 4


Figure 8: Target consumer board

Figure 9 & 10: City sketch and record player

Target Consumer


Following an interview with a Sales Assistant and at the Leeds store (see appendix1), the AllSaints womenswear target consumer

Psychographics Demographics Age: core customer is 25- 35 years old, although a diverse range of ages are consumers of the store in-between 18 - 40 years old. "AllSaints caters for a wide range of ages, for the younger market leathers and the quirkier styles are popular while the older market are attracted by the luxury materials and knitwear" - Sales Assistant Leeds store Occupation: Within the creative industry, graphics and illustration, art collectors, artists, musicians, PR and fashion.

AllSaints consumers tend to be forward thinking individuals who look for unique Geographics sonality rather than make it. They are not afraid to disrupt the norm and push • Edgy, Urban and unique cities - East boundaries by experimenting with their London, New York, Berlin, Amsterdam own style and creativity. and Los Angles. Value: honesty and integrity which is • All Saints tend to live in thriving shown their love of good quality fabcities with a big music and art scene rics and like support ethical labour and where they are free to express their transparency. individuality. Interests: indie and rock music, frequently attend concerts and gigs, read reviews, art and photography, illustration, reading books, culture magazines, reviews.

Marital status: Single/ Married Income: £34,000 +

• Prepared to spend money on good quality garments, spending money on investment pieces rather than what is sonal style. • busy lifestyle and they are a frequent user of Pinterest, Instagram and write blogs. • spend their disposable income on high quality pieces rather than fast fashion. • Shop 2- 3 times a month mixing premium high street with vintage and high street items. • Shops at Rag & Bone, Olive, Urban tage markets, Zara, Saint Laurent, Sandro and Religion.

Enjoys: Going to bars with friends, public speaking events, music concerts, visiting art galleries, festivals, travel, cooking


Figure 11: Womenswear picture sequence

AllSaints Product Range AllSaints incorporates high quality craftsmanship and luxury fabrics into every single product. Always keeping to the brands unique design led aesthetics AllSaints successfully merges music, culture and fashion to produce raw and innovative collection. The brand has continuously developed to provide a diverse product range, ranging from coats, leather jackets, knitwear, dresses, jackets, sweatshirts, tops, t-shirts, shirts, vests, denim, trousers & leggings, skirts & shorts, shoes, handbags and accessories (AllSaints, 2016).


The spring 2016 collection deputed at New York fashion week and represents the patchworks of modern life (AllSaints, 2016). Although the leather biker jacket remained core to the collection, AllSaints experimented with denim creating a relaxed and sions of contemporary life (AllSaints, 2016). AllSaints womenswear offers a unique style and identity, disrupting the norm to attract a consumer who looks to push boundaries and create their own identity.

AllSaints Womenswear Range


Coats • Knee-length coats • Hip length jackets • Trench coats • Sleeveless coats • Parka coats • Pea coat • Puffa jacket •Biker jacket

Leather jackets/ jackets • Biker jackets • Long-length leather jackets • Sheepskin biker jackets • Leather and suede bomber jackets

Description of Collection

Size & Fabrics price point 54 styles in one or XS – L • Crafted wool two colour ways. 2 – 14 • Mixed natural and man-made the structural elon- £228 gations of London’s £1,098 • 72% wool, skyline to provide 28% poslim-line, tailored ly-amide. options. Styling op• 75% polyestions are given with ter, 18%, 7% elastane. as of what to wear • Italian wool the product with blends – 80% from the collection. wool, 20% poSimilar style coats ly-amide. suggested. • Sheepskin, shearling wool

34 styles in one to four colour ways. Re-imaging the classic motorcycle leather for a clean modern look. Leather jackets are an assertion of uncompromising

XS – M 2- 10

• Lightly washed and tumbled leather. £278 - • 100% sheep£1, 098 skin leather • 100% suede • 80% lambs wool, 20% nylon • 100% goats suede. • 100% goat leather




• Dark colours – black, grey • Neutral colourspale pink, beige, light grey

• Contrasting patch stand collars • Slim jet pockets • Single button fastening • Long- length coats • Peak lapels • Buttons used for detail on front of coats. • Oversize collars • Buckles and leather taping traditional for shearling outerwear. • Asymmetric draping •Shoulder fastenings

• Long lasting styles to endure from season to season. • Tailored • Structure looks for city style. • Statement coats designed and crafted as investment pieces. • Biker styles with zip fastenings, buckles and oversized collars. • Oversized styles – tapered to female form.

• Dark colours – dark grey, black, brown, khaki green • Neutralspale blue, pink, light grey

• Classic biker detailing with epaulettes, zipped cuffs and pockets. • Waists belts • Zip up fronts • Knitted – inserts. • Ribbed collar, cuffs and waistbands • Striped motifs • Long plaited zips

• Biker aesthetic achieved through shoulder epaulettes and waist belts. • Statement leather jackets worked from tonal shades for a patchwork effect.

Figure 12 & 13: Spring 2016 collection | Table 1: Womenswear product range 8


Description of Collection

Leather jackets All Saints iconic biker cont. jackets have been re-worked and panelled with soft knitted inserts (AllSaints, 2016). Iconic silhouettes updated to the newest seasonal colours. Knitwear 72 styles in one to six • Jumpers colour ways. Knitwear • Dresses collection combines • Jumper stylish comfort with dresses premium fabrics. • Skirts Knitted from soft yarn • Cardigans blends including wool • Cashmere and alpaca. knits

Dresses • Party dresses • Smart dresses • Casual dresses


'Prepare yourself for any occasion, from a little black cocktail

Size & price point





• Classic iconic biker styles are softened with knitted inserts. • Different textures are paired together for contrasting detail. • Personal craftsmanship

XS – M 2- 10 £68.00 £258.00

XS – L 2- 14

28.00 length maxi , to the £248.00 luxury and comfort of our knitted dresses’ (AllSaints, 2016).

• 58% alpaca, 31% polyester, 11% merino wool. • 43%, 37% nylon, 20% alpaca • 100% cashmere • 100% merino wool, 100% silk panel.

• Dark colours – black, grey, brown, navy • Neutrals – light grey, cream, beige, pink, light brown. Single colours, colour blocking. • Simple colours with limited patterns – stripes and motifs.

• Ribbed neckline with scooped from hemline.

• 100% polyester • 100% rayon • 100% silk

• Rose pink Moss green Coal black Denim Chalk white • Patterns used on multiple dresses • Plaid/ checked patterns. • Floral patterns • Motif patterns • Animal print

• Sleeveless • V-neck • Button through front placket • Knee length • Rounded hemlines • Elasticated waistlines • Front button up • Point collar • Chest pockets • Shirt dresses – button down front and stand collar

• Front seams rise slightly to create a crop in the body.

• Relaxed and chunky styles. • AllSaints relaxed knitwear silhouettes have

the female form. • Relaxed and chunky style from patchwork motifs.

with pleated skirt section. structured waists. • New season dresses styled classically • Printed dresses offer effortless elegance. • Light fabric’s for natural draping effects.


Description of Collection

Size & price point


This seasons sweats use lightweight fabrics and innovate silhouettes (AllSaints, 2016). Colour ways of 1-6 per product.

XS - L £68.00£128.00

Tops Vests T-shirts

Light weight fabrics with a relaxed laid back feel.

XS - L £18.00 £358.00


• 100% cotton • 100% viscose • Cotton/ modal blend • Embroidery 55% polyester, 37% cotton, 8% viscose. • Silk • Cotton • Jersey •Silk crepe de chine


'We've looked a lot 2- 12 at our shirt silhouettes £88.00 for great effortless £148.00 options for the urban landscape' (AllSaints, 2016).

• 100% viscose • 100% silk • Silk/ viscose blends • 100% Tencel •100% polyester • Rayon/ cotton blends


• Black • Grey • Slate • Burgundy red • Light grey • Khaki

• Pull tie • Zip around neckline • Round neck pullover • Embroidery on sleeves and fronts • Thigh and hip lengths •Zip up hooded jumper • No pockets

• Drape effect round the neckline • Sheer fabric • Over sized silhouette • Elasticated cuffs and sweatshirt bands

• Black, grey, brown • Blue • Cream • Green • Pink • Red • White • Yellow

• Raw cut crew necklines • Cuffed sleeves • Scooped front hem • Straight sleeves • Round neck • V-neck •Tie front, crochet detailing • Lace inserts • Capped sleeves • Draped neckline • Peplum waists • Crossover draping •Authentic vintage wash light weight denim • Special yoke detailing along the back of shirts •Popper button fastenings

• Loose fitting • Draped styles • Layering• • Delicate lace detail • Minimalistic style

• Patterns - thin stripes, graphic prints, snake print. Shirts Casual Smart Long Sleeved Short Sleeved


• Black • Blue • Grey • Multi • Green • Pink • White

• Sheer inserts • Covered button flaps • Mandarin collars • Relaxed collars

• Loose silhouettes for a masculine feel softened with a new feminine shape. • Traditional military uniform trends softened through contemporary drapes • Layered styles • Elongated lengths



Description of Collection

Size & price point

Statement pieces for effortless style that drape over the body

Skirts & shorts Denim shorts Midi skirts A-line skirts Mid-calf length skirts

Skirts and shorts take S/M, M/L on an authentic vin£65.00 tage look incorporat- £298.00 ing frayed seams and


Trousers & leggings Culottes Leather leggings Chinos Sweatpants


for a relaxed look.

S-L £35.00 £398.00


Triacetate Polyester & Viscose blends Cotton & elastane !00% goat leather 100% Sheep leather Suede Leather Cotton Silk Denim



• Black • Grey • Pink • Green

• Clean fronts • Elasticated waists • Side pockets • Regular length • Pleated detailing • Fully lined for ongoing comfort • Two back patch pockets

• Loose fitting • Light fabrics for fluid drape • Comfy, relaxed fit • Slim

• Black • Blue • Grey • Brown • Green • White

• Frayed unfinished edges • 5 pocket styling • Top button with zip fastening • Unpicked leg hems • Patch pockets • Floral embroidery • Patchwork style • Front slit • Flapped front pockets •Concealed push studs on pockets

• Slim fit • Regular fit • Long length skirts • Frayed effect • Embroidered denim • Intricate embroidered hems • Tumbled denim enhances softness and worn shape.

Product range focuses on: • Wide range of garments, enabling the consumer to complete entire looks. • Wide price arichtecture: £28.00 - £358.00 enabling a range of price points for consumers to buy into. • Largely neutral colour palette: core colours - black, grey, white. Accent colours: Pastel pink, brown, beige and blue.



Figure 14: Womenswear product range


AllSaints Denim Range Name: Grace Jeans. Price: £88.00. Size: 24 - 30 Grace denim range provides a stylish and versatile addition to any wardrobe (AllSaints, 2016). Colour ways: Off white, Pale grey, Fresh blue, Authentic indigo blue, Blue black, Rinse wash, washed black, jet black.

Name: Biker Jean. Price: £98.00. Size: 2 - 14. Ultra slim tapered jeans with traditional biker detailing. A garment that embodies rebellion (AllSaints, 2016). Colour ways: Khaki green, light grey & blue black.

Fabric composition: 93% cotton, 5% elastomultiester, 2% elastane. Fabric combination varies depending on the colour, washed rinsed effects.

Fabric composition: 93% cotton, 5% polyester, 2% Lycra. Heavily laundered stretch denim

ing, arrow shaped back pockets, some styles are slashed at the knee for vintage aesthetic.

Design detail: low rise, panelled, ribbed detailing biker top stitch detailing across the back and front, zip side pocket and offset button fastening.

Name: Mast. Price: £88.00. Size: 2 - 14 Meticulous detail, absolute comfort and timeless style are the foundations for the mast denim range (AllSaints, 2016).

Name: Birds embroidered jeans. Price: £108.00. Size: 24 - 32.

Colour: Marble black, Washed indigo, washed dark indigo, washed grey, , Mid grey, Jet grey, khaki green, dusty pink, chalk white.

Fabric composition: 100% cotton.

Fabric composition: 93% cotton, 2% elastane, 5% polyester. Power stretched denim sourced from Europe, marble & washed effects.

exposed riveting, 5 pocket styling. 13

Figures 15- 46 : Denim range

Colour: Washed out indigo blue

leg, embroidered with a swallow bird, 5 pocket styling, cropped leg, washed out colour.

Name: Nim high-waisted cropped jeans. Price: £98.00. Size: 24 - 32. High waisted super skinny jeans with cropped leg.

Name: Amy girlfriend jeans. Price: £108.00. Size: 24- 32. A new denim style with a loose 2016).

Colour: Chalk white, rinse wash, fresh blue, washed black.

Colour: washed light indigo blue, fresh blue, washed black.

Fabric composition: 100% cotton, stretch denim. Fabric composition: 65% cotton, 35% lyocell. Design details: high rise waist, narrow hem opening, cropped leg, 4 pockets, zip and button fastening, frayed hem.

Name: stilt jeans. Price: £98.00. Size: 24-32.

Design details: super soft, burnished over the

Name: Lux denim chino. Price: £108.00. Size: 24 - 32. A new women’s chino style, with

Colour: warm grey, jet black, dark grey, black. Fabric composition: 93% cotton, 5% polyester, 2% elastane. Power stretch denim.

Colour: Black Fabric composition: 100% cotton.

ette, regular length, 5 pocket styling.

Design detail: non- stretch, side pockets and two patch pockets, mid rise, regular length.



Name: Sasha boys shorts. Price: £68.00. Size: 24- 32.

Name: Sue vintage sailor shorts. Price: £68.00. Size: 24- 32.

Colour: White, black

Colour: Vintage wash

Fabric composition: 100% cotton

Fabric composition: 100% cotton.

5 pocket styling. Frayed leg holes. Top button with zip fastening.

Design detail: Inspired by sailor pant styles, large patch pockets, turned up hems, vintage wash.

Name: Birds embroidered denim shorts, Price: £78.00. Size: 24- 32.

Name: Sina long skirt. Price: £108.00. Size: 2- 14.

Colour: Indigo

Colour: washed light indigo blue.

Fabric composition: 100% cotton.

Fabric composition: 100% cotton

Design detail: cuffed leg, embroidered swallow, 5 pocket styling, lightly burnished, washed out.

Design Detail: Denim designed to hold shape, high-waisted mid calf length skirt, hemline unpicked after the washed process to give a shadow gradient.

Name: Jules denim short. Price: £68.00. Size: 24- 32.

Name: Erin denim skirt. Price: £88.00. Size: 2 14.

Colour: Indigo blue

Colour: washed light indigo blue

Fabric composition: 100% cotton

Fabric cotton: 100% cotton. Washed and tumbled denim for soft handle.

leg hems, 5 pocket styling, colour highs and lows, top button with zip fastening.

Design detail: knee length, high rise waistline, split front seam, hemline picked after the wash process to give a shadow effect.

Name: June denim skirt. Price: £78.00. Size: 2-14.

Name: Birds denim jacket. Price: £148.00. Size: 2- 14.

Colour: Indigo blue

Colour: Indigo blue

Fabric composition: 100% cotton.

Fabric composition: 100% cotton

Design detail: button front skirt with two patch pockets, top stitching, mini length, 2 back pockets, seams running down front and back.

low detail, two curved patch pockets, two side pockets, metallic button fastening, pointed collar, waist band.

Name: Metal pencil skirt. Price: £65.00. Size: 2-14

Name: Loa soft trucker jacket. Price: £98.00. Size: 2- 14.

Colour: Black

Colour: Black

Fabric composition: 70% cotton, 27% polyester, 3% elastane. Metallic stretch denim

Fabric composition: 72% Tencel, 26% cotton, 2% elastane.

back, high-waisted, above the knee length.

button fastening, small curved chest pockets, self fabric tapering down the front.

Name: Lari denim skirt. Price: £78.00. Size: 2- 14.

Name: Denim trucker coat. Price: £148.00. Size: 2- 14.

Colour: light indigo blue

Colour: Light blue

Fabric composition: 100% cotton, washed down

Fabric composition: 100% cotton. Stone washed.

Design detail: vintage look, above the knee length, heavily frayed hem with welt and patch pockets.

Design detail: elongated length, zig-zag stitching on front placket, two chest pockets with metallic button fastening.



Name: Rex boxy military denim jacket. Price: £108.00. Size: 2- 14.

Name: Cal denim shirt jacket. Price: £108.00. Size: 2- 14.

Colour: Indigo blue

Colour: Indigo blue

Fabric composition: 100% cotton

Fabric composition: 100% cotton

push stud fastening, two chest pocket, epaulettes

a jacket, push stud button fastening, two chest pockets, unpicked hem with gradient dye effect, frayed hem edge.

Name: Elena denim jacket. Price: £148.00. Size: 2-14.

Name: Larissa denim jacket: Price: £128.00. Size: 2-14.

Colour: Black

Colour: Blue

Fabric composition: 92% cotton, 6% polyester, 2% elastane.

Fabric composition: 100% cotton, soft cotton with

Design detail: trucker jacket with a leopard print suede colour, two chest pockets, taping down the front, suede point collar.

Design detail: Large silver buttons and pockets

Name: May tencel coat. Price: £148.00. Size: 2- 14.

Name: Octavia Military shirt. Price: £98.00. Size: 2-14.

Colour: Indigo blue

Colour: Black

Fabric composition: 76% Tencel, 24% cotton

Fabric composition: 100% cotton.

Design detail: Oversized denim coat, with reconstructed military styling, two oversize chest pockets, cuffed sleeves with push stud tabs, concealed push stud fastening.

Design Detail: Military style oversize denim shirt, two pleated chest pockets, push stud front, push stud cuffs, worn detail to the front.

panel and cuffs with push stud fastening.

Name: Fin shirt. Price: £98.00. Size: 2-14.

Name: Mia dress. Price: £118.00. Size: 2-14.

Colour: Light Indigo

Colour: light indigo blue

Fabric composition: 100% cotton, authentic vintage wash.

Fabric composition: 100% cotton

tons. Name: Jill shirt. Price: £88.00. Size: 2-14.

Design detail: elongated and feminised structure, shirt dress style, concealed button fastening, heavily frayed hem with fabric waist belt, curved hemlines, lower back hem, 3/4 length sleeves. Name: June denim dress. Price: £108.00. Size: 2-14.

Colour: Indigo blue Colour: Indigo blue Fabric composition: 100% Tencel. Fabric composition: 100% cotton Design detail: cropped and cuffed sleeves, push stud front fastening, button panel, point collar,

Design detail: shirt dress with waist belt, concealed push button stud front, highs and lows to the colours, fashioned seams on the sleeves.

Name: Mel dress. Price: £98.00. Size: 2-14.

Name: Mira dress. Price: £88.00. Size: 2-14

Colour: Grey, light indigo

Colour: Indigo blue

Fabric composition: 100% cotton

Fabric composition: 100% cotton

sized epaulettes, point collar, concealed button fastening, side pockets, curved back yoke, curved hemline, longer at the back.

Design detail: unpicked hems, twist seam that splits at the leg, back zip fastening, crew neck, frayed hems, centre back seam.


AllSaints distinctive brand offering is met with an equally unique marketing communications strategy, opting to focus on developing a world class digital strategy that is lead by content to ensure the best experience is provided at each point in the consumer journey (Lion capital, 2014).


Marketing Communications


AllSaints has abondoned traditional print advertising to a content led marketing strategy that communicates the brands essence and values of AllSaints and effectively translates the brands image across all cultures and channels it trades in. AllSaints weaves its communication channels together to create a simultanuous brand experience for its consumers to engage with (Mortimer, 2014).

Billboard Campaigns Following AllSaints use of Urban landscapes and cultures as inspiration for its collections, AllSaints has launched a billboard look book campaign to promote the AW16 Tokyo collection in AllSaints main cities: London, Paris, New York and Los Angles (AllSaints, 2016). AllSaints have adapted the ronment, adopting the tag line 'art is trash' in Shoredich in order to provoke emotion and conversation amongst its consumers and promote AllSaints unique brand identity.

Figures 47& 48: advert & video campaign Figures 49, 50& 51: billboard campaign

Online Advertising AllSaints recognises online advertisings growing prevalence and impact, enabling AllSaints to control the placement of click-through adverts in order to connect to the right consumer (Moore, 2012). AllSaints adverts are minimal and portray the premium brands values and image through high quality pictures of the models and a 'shop now' click through button to see the latest collection arrivals.

Video Campaigns/ campaigns

music and fashion, the collections are shot in videos promoting the seasons collection at the cities they are deputing for Fashion Week (AllSaints, 2016). AllSaints unique digital strategy enables the energy and culture of the brand to be shown through moving picture enabling the consumer to get a feel for the collection and aspire to the unique lifestyle AllSaints portray. AllSaints also embarks on digital campaigns shown on their website and visual social media platforms such as Pinterest. The 'Biker portrait' campaign captured the youth and spirit of AllSaints by photographing real people in California with similar attitudes and style to the brand (AllSaints, 2016). 20

Look book Sales Promotion With the launch of each new season online, AllSaints provides a look book each month, promoting 'looks' of how to wear the collection and indicates the continuous development of the brand. This enables consumers to become inspired and engage with the collections.

Figures 52, 53& 54: Look book, biker portrait & sales promotion 21

Sales promotions are a useful technique to make a brand more attractive by issuing Many of AllSaints customers are loyal to the brand and like to buy more than one item in order to complete 'the look'. Promotions such as 'free delivery when spending over ÂŁ100' and '30% off selected items off certain collections' are sent to consumers via a 'newsletter subscription' each month in order to maintain loyalty and a strong relationship with the customer (See Appendix 1).

Visual Merchandising

Figures 55, 56, 57 & 58: Visual merchadising.

AllSaints in-store environment and visual merchandising is an integral aspect of its brand identity and enables the consumer to physically interact and experience the brands energy and attitude. Store windows The store windows are kept simple, lined with the authentic singer sewing machines that emphasise the premium quality and a view of the store and clothes inside that entice the consumer to enter the store. Store Atmosphere AllSaints create atmosphere instore through lighting, music and a stripped back urban decor with uncovered metal beams, wooden/ neutral colour scheme.

Shop display The stores have limited POS on display, opting to line the walls in two rows with clothes, enabling the customer to have a clear view if the collection. Simple models are used on podiums through the store to show complete 'looks'. The variations between metal rails and authentic wooden tables with folded garments entices the consumer to move freely within the store. Digital display In line with their unique digital strategy, digital screens are placed within the store with the latest collection videos and interactive tablets to shop the brand online, which successfully integrates the digital experience in-store.


Figures 59, 60, 61, 62 & 63: Social media.


Figure 64: City Scene

Social Media Visual platforms such as Instagram, Pinterest and Facebook are an important part of AllSaints digital strategy. Social media allows consumers to engage directly with the brand (Moore, 2012). AllSaints has successfully created a 340k following on Instagram where they inspirational images of the collection and promotional videos and images that represent the attitude of the brand (Instagram, 2016). This enables the consumer to continuously interact and communicate directly with the brand.

PR Press Releases Press Release content is geared towards releasing news and information that hasn't previously been available (Moore, 2012). AllSaints present invitations to the media and magazines to view their up and coming collections and catwalk shows, which creates interest around the brands activity (Instagram, 2016).

AllSaints Studios AllSaints Studios is a contemporary social platform that works with the latest up and coming


through moving image, capturing bands, creative disruption and the evolution of the brand

then be simultaneously viewed on social media by followers (Grede, 2015). AllSaints chooses to integrate the collection, location and fashion week, through innovatively using the city AllSaints is deputing in as the backdrop to their latest collection campaign videos (AllSaints, 2016). AllSaints has recently used New York to document the 'its up to you' SS16 campaign video, using street cast individuals and friends of the brand (AllSaints, 2016). The video was produced and shot in just 7 days on the streets of New York, using the urban landscape as their runway (AllSaints, 2016).

2013). AllSaints is currently working on LA Sessions and AllSaints East, that work with the local talent to produce live performances at AllSaints Week to celebrate the opening of stores within the Asian market (Vogue, 2016).

AllSaints abandons the traditional runway opting to


Marketing mix in relation to target consumer Place

Marketing Mix Price



Table 2: Marketing mix.


• Strategically places AllSaints stores in Urban Locations such as London, New York, Los Angles, Paris and Berlin in order to target the edgy urban consumer. • Operates in over 59 markets across Europe, North America and Asia with plans to expand throughout Asia ans other geographic markets (Lion capital, 2014). • AllSaints opportunity of growth and expanding into new markets has also lead to the brand expanding their collections and flagship stores, taking inspiration from the markets they are entering into in order to forge a global voice and a culturally vibrant dialogue between the markets AllSaints operates within (Mortimer, 2014). • Although AllSaints has established itself as a luxury premium high street brand, AllSaints has a varied price architecture with basic products such as t-shirts starting from £28.00 to more premium products such as knitwear and leather jackets at £358.00 (AllSaints, 2016). This enables the brand to be accessible to a wide range of consumers with varied disposable incomes and maintain loyalty while remaining aspirational through the brands image and the premium priced products that are iconic to AllSaints. • Strategy led by digital content through AllSaints studios, video campaigns and visual social media platforms to increase a following and loyal consumer base who not only are passionate about contemporary fashion but also film and music. • Sales promotion - Consumers can subscribe to a newsletter to be sent the latest promotions, this increases loyalty within the consumer base. • Visual merchandising is an integral part of the brands image, relaying creativity, attitude and individuality to the consumer. • AllSaints understands the importance of quality to the consumer, concentrating on luxury fabrics and high quality craftsmanship that their older consumer base is willing to invest in. • Styles and trims remain minimalistic in order to concentrate on the high quality fabrics and tailoring of the garments. • AllSaints has a very unique style driven by the attitude and strong design orientation towards their urban environment and music rather than the latest trends, this enables AllSaints to attract a niche market who like to dress to their express their own individuality. • All of AllSaints designs are curated in house, enabling the brand concentrate on high quality craftsmanship and gain inspiration from their external environment (Lion capital, 2014).

Phase 2

Figure 65: AllSaints denim 26

Figure 66 - 75: Brand logos

High Price

AllSaints is positioned as a premium high street brand with pricing similar to Ted Baker and Religion. However AllSaints focuses building its collections on its own inspiration and brand identity similar to that of The Kooples and Acne Studios.

Trend- Led

Brand identity led Innovator

Perceptual Map Low Price


Brand position

Competitor Analysis Founded in Stockholm, Acne has a multidisciplinary approach combining the directors interests in photography, architecture, art and contemporary culture (Acne, 2016). The collections are deing (Acne, 2016). Gelder den light vintage £120.00 Design: A short, asymmetric vest with a cropped with long denim ties. Detail: hidden button placket, two chest patch pockets, heavy top-stitching on neckline, belt Fabric: 100% cotton, rigid Japanese indigo denim stonewashed to a light vintage with natural fade marks. Top mid vtg mid vintage £220.00 Design: tails. Detail: pockets, button cuffs, button side tab, twin needle top-stitching, yellow button stitching, labelled buttons. Fabric: 100% cotton, rigid, Japanese indigo denim with natural fade marks.

Pin pure £170.00 Design: Detail: 5 pocket styling, embossed rivets, zip fastening, waistband with embossed bachelor buttons, off white top-stitching. Fabric: 92% cotton, 6% E metallic, 2% elastane. Stretchy, indigo tone denim with a vintage wash.

Row blue black £170.00 Design: from the knee. Detail: waist band with bachelor button, worn dye at component parts Fabric: 94% cotton, 5% polyester, 1% elastane , Compact stretch twill with blue black dye.

Figure 76: Acne Studios competitor analysis 28

Boy indigo fray £220.00 Design: straight leg. Normal waist. Detail: 5 pocket styling, frayed leg hem and waist

Kent linen denim £550.00 Design: Constructed inside out with large centre front slit. Detail: Visible facings, white contrast piping, pressed creates on front and back, fringed detail at side seam, two front pockets, two back patch pockets, double layered. Fabric: 66% linen, 34% wool, bi-colour yarn for washed colour effect.

Fabric: 100% cotton, rigid indigo denim that heavily stonewashed, resulting in deliberate fraying and distressing.

Carda den light vintage £320.00 Design: Feminine denim dress with centre front placket that opens to reveal an under layer a-line skirt. Detail: front placket, opens to reveal an under layer wrap seams and heavy top-stitching. Fabric: 100% cotton, rigid Japanese indigo denim, stonewashed with light vintage tone, natural fade marks.

Overview • Light denim, blue-black, black, washed denim effect • Finishes/ techniques - stone washing, vintage wash, distressing, bi-colour yarn for washed colour effect. • Design - focus on tailoring, high quality top-stitching , piping, tapered legs • 100% cotton, 66% linen/34% wool mix, Elastane blends.


Figure 77: Label lab competitor analysis

Label lab is targeted towards the urban and edgy individuals (House of Fraser, 2016). Design is led by rock and roll elements, vintage aesthetics, distressed and treated fabrics (House of Fraser, 2016).

Denim shift dress £59.00 Design: v-shaped back with back. Detail: Above the knee, scooped neck collar, capped sleeves, zip hem. Fabric: 100% cotton, washed effect.

Denim skirt with front zip detail £45.00 Design: Pencil denim skirt with front zip detail. Detail: Washed fabric near hem and zip, contrasting bronze zip, large hem with top-stitching, waistband. Fabric: dark indigo.

Thorn high waisted skinny jeans £55.00 Design: Detail: branded buttons and hardware, leather detailing, ankle zips, top-stitching in yellow, belt loops. Fabric: 98% cotton, 2% elastane, stretch fabric, dark indigo.

Thistle black skinny jeans £55.00 Design: Detail: pockets front and back, zip fastening, ankle zips, branded hardware and leather detailing. Fabric: 98% cotton, 2% elastane, dark wash. Overview • Design focused, frayed detailing, wash effects used. • Black and dark indigo denim, lack of finishes used. • Cotton and elastane blends, making the garments fitting to the figure. 30

AG frayed hem leggings £195.00 Anthropologie aims to produce a mixture of clothing, home decor (Anthropologie, 2016). Brody Denim Culottes £118.00

Detail: zip fastening, frayed hem, dyed then taken out stitching for reverse effect, 5 pocket styling, stitch detail on back pockets. Fabric: Rayon, cotton, polyester, light denim, washed denim for light effect.

Design: Culottes, elegant silhouette. Detail: Pull on styling, large front pockets, top-stitching on pockets and hems, yellow stitching. fabric. Citizens of Humanity riley high rise jeans £208.00 Deacon wide leg denim dungarees £128.00 Design: wide leg silhouette, dungarees, 3/4 length trouser. Detail: large side pockets, waistband, size zip, crisscross back straps, straps held through a hole and loop fastening. Fabric: 100% cotton, navy indigo, light weight,

ny silhouette Detail: Cut on the selvedge creating turn up detail, distressed detailing on knee, pockets, 5 pocket styling, zip fastening. Fabric: cotton, Tencel, rayon, light denim wash, with worn out effect wash detail on knees.

Figure 78: Anthropologie competitor analysis 31

Pilcro Serif Skinny Jeans £98.00

Braya denim skirt £128.00

Design: Skinny cut, tapered at the ankle. Detail: 5 pocket styling, black stitching and button detailing, diamond shaped back pockets,

Design: a-line below the knee length dress. Detail: centre seams front and back, seams down from front pockets, curved large front pockets, side zip, thick waist belt loops. Fabric: 100% cotton, tinted denim, brushed

Fabric: cotton, lyocell, polyester, elastane, black washed

Pilcro hyphen roll up jeans £98.00 Overview Detail: 5 pocket styling, yellow top stitching rounded pockets, turn ups at hem, front zip Fabric: cotton, polyester, elastane, washed dark denim • Finishes and washes are an important aspect, dark and light washes, stretch denim, brushed finish. • Curved pockets, straight cut, skinny cut, a-line silhouette.


Figure 79: Religion competitor analysis

Religion is focussed on the pursuit of individual style, music and British Heritage, using inspiration from the streets of East London and international street culture to shape its collections (Religion, 2016). Bones Lacrimal £65.00

back yoke. Fabric: cotton elastane, mid rise dark blue denim, soft ultra stretch denim for ultimate comfort.

Judas crush light blue £55.00

Judas Lightening wash £55.00

Fabric: cotton Lycra denim in a lightening wash.

Surface coat £100.00 Design: trench style, knee length coat with belt tie. Detail: buttoned shoulder epaulettes on the shoulders, frayed detail on the hem, turn up cuffs, large lapels, curved hem line longer at the front. Fabric: light wash denim, light weight Overview

Detail: frayed ankle hems, had back pocket and front right pocket removed for dye contrast, 5 pocket styling, zip fastening Fabric: Light blue stretch denim.

• Focus on wash and style of silhouette • Innovative washes - lightening wash, frayed hem, contrast die detailing • • Fabrics light blue denim - dark black washes - cotton with Lycra blends.


Target Audience Considering AllSaints current denim collection and the difference in style, fabric, design and pricing compared to direct competitors, the new denim collection will be tailored to suit individuals that look for good quality fabrics, handcrafted detailing and focussed on tailored styles. The target AllSaints consumer: • Will not be age dependent however will attract consumers who are prepared to pay a premium price for good quality and innovative denim. • Will have a high powered career with disposible income to spend on high quality garments that are made to last. • Has a stong interest in music, arts and likes to explore different lifestyles and cultures. They look for unique and innovative styles that suit there personality.

however due to their busy city lifestyle, does not have the time to travel often so relies on social media and online shopping to gather inspiration. Figure 80: Typical consumer 34

SS17 Denim Trends

Table 3: Textile & surface trends table

Surface and Textile forecast • Contrasting applications such as future technology and low tech processes for a cut and paste aesthetics will be important producing creative discord (WGSN, 2015). • Innovative checks take digital form, re-scaled and de-structured in abstract digital prints. Complimenting tailored looks and street style to create Digital Wave a modernist retro feel (WGSN, 2015). • Ghosted ombre - dip dye techniques are used to create innovative colour blocking and mechanical applications such as needle punching add new textures to denim (WGSN, 2015). • Patchwork - tonal patch work mixing light, medium and dark washed denim to create innovative colour blocking (WGSN, 2015). • Tonal texture - denim textures such as textured woven stripes, are used on utility items in dark blues and blacks, creating a puckered appearance (WGSN, 2015). • This trend explores the contrast between the city and the country, mixing urban with authentic design (Trotman, 2015). • Weathered concrete surfaces are used as inspiration in references to colour and texture, creating an innovative grey marl denim and flannel textures (Trotman, 2015). Borderland • Light weight denim, brushed surfaces, vintage influence with grey recycled weft yarns create new textures (Trotman, 2015). • White - white washed walls and concrete inspire chalky colour textures while ecru and white are layered to create a fresh out take on white denim (Trotman, 2015). • Utility street wear is influential, gabardines are updated through synthetic blends, nylon and linen for a contemporary look (Truman, 2015). • Jackets are influenced by waffle and textured pique for textured knitted denim, saturated indigo in plaid grid patterns (Trotman, 2015). • Pre - loved thrift shop influence stone washed and weather worn denim in clear mid blue ( • Travel, exploration and discovery are primary influences as the world becomes increasingly interconnected and cultures integrate together (WGSN, 2015). • Vintage Sateen - new lustrous construction in indigos and military khakis, taking inspiration form the 1950's style souvenir jackets and vintage Encounter satin work-wear (WGSN, 2015). Culture • Patchwork - Eclectic patchwork continues to be an influential trend which is updated with warm neutrals and layering khaki in military fabrics, construction lines are visible with decorative application (WGSN, 2015). • Worn in dye - Saturated indigo, inspired by traditional natural indigo dyeing methods such as baked indigo and dry indigo coatings creating high contrast with back pocket templates, cracked lines (WGSN, 2015). • Rework vintage style denims for a modern thrift shop look, seams are experimented with to create indigo shadow effects, re-cut and sewn panels, geometric patterns (WGSN, 2015). Pause • Minimalist design, taking inspiration from understated luxury (Trotman, 2015). • Denim has a premium appearance, with lightweight denim, micro dobby weave patterns, stretched white denim cut on the selvedge, smart technology for improved elasticity, progressive jacquard weaves for washed denim looks, soft piling and open weave structures for an understated luxe look (Trotman, 2015). 35

Figure 81: Surface and textile trend board


Table 4: Design forecast table

Design Forecast • Look to future driven fabrics and reworked colour and silhouettes that create gender- neutral dressing with a feminine twist (Trotman, 2015). • Silhouettes focus on sculpted and cut away structures with a gender neutral attitude (Trotman, 2015). • Decorative needle work in bright bold tones contrast the black based denim (Trotman, 2015). Digital Wave • Coatings move to a metallic look (Trotman, 2015). • Main range items include denim jackets, a-line mini skirt, loose denim capped sleeve top, re-structured seam jeans and sleeveless crop top (Trotman, 2015). • Colours: core colours of black, grey and dark indigo, accent colour- bold contrasting metallic pinks, light blue and yellow (Trotman, 2015).




• Relaxed style underpinning the mix between urban and pastoral design (Trotman, 2015). • Core colours - black, dark grey, pastel green, ecru, white, pastel pink, blue, mid blue, blue-red. • Range Plan - boyfriend jeans, dungarees, utility shirt, 3/4 length trousers, utility dress (Trotman, 2015). • Styling - Tomboy influence working with raw ecru, washed denim tones, boyfriend jeans hang loose at the waist, cropped hemline, boxy workwear silhouette (Trotman, 2015). • Utility accents such as patchwork, greyed hems, heat infused patches, thrift orange peel tones (Trotman, 2015). • Vintage melange textures using Tactel and stretch blends (Trotman, 2015). • Weathered concrete influence - jacquard, irregular texture (Trotman, 2015). • Feminine look that is simple, technical and stripped back for an understated luxury finish (WGSN, 2015). • Sophisticated palette update denim for a fresh look - chalk white, blue, grey, apricot and chalky coral (WGSN, 2015). • Range plan - Denim dress, jumpsuit, straight cut trousers, boyfriend jeans (WGSN, 2015). • Styling - luxurious blends, lose and flowing silhouettes (WGSN, 2015). • Detailing is stripped back for a minimalistic look, patch repairs, polished silver hardware, synthetic blends for a smooth and technical finish (WGSN, 2015).

Figure 82: Design trend board


Directional Denim Home to the most innovative washhouses and premium denim brands, Los Angeles is widely acceptaed as the blue capital across the globe (Anderson, 2015). As well as the city being at the forefront of denim innovation, many brands are re-working vintage denim resulting in the growth of vintage thrift the ever changing lifestyle in LA (Anderson, 2015).

Figure 83: 7 for all mankind jeans

Superior Sateen 7 for all mankind as created a denim made from soft handle and excellent drape recovery (7 for all mankind, 2016). • Sateen weave Jean with excellent stretch recovery

7 for all Mankind Established in 2000, 7 for all Mankind has quickly become the symbol of effortless Californian style -

ette. Cropped Jean 7 for all Mankind, makes a risky cut for many

Slim Illusion 7 for all Mankind has developed a new generathrough extreme fabric elasticity (7 for all mankind, 2016). • Every day skinny fit jeans, rear waistband fits higher contouring to the body. • Washed moon grey with subtle whiskers and soft worn edges. • 92% cotton, 6% elastomultiester, 2% elastane


just above the ankle (7 for all Mankind, 2016). • • Modern retro with cropped boyfriend style • Cropped tapered leg • Raw cut, frayed hems • Light blue washed denim • 100% cotton

Citizens Of Humanity

Fit in Fade Out • High waist and straight tapered leg • 5 pocket styling • Faded dirty blue denim • Fraying along the pockets, worn in look • Cut on the selvedge, have special detailing on selvedge, white and blue ribbon is showed when they are cuffed. •

Founded by Jerome Dahan in 2003, with the vision to bring luxury denim to the global market place, Citizen of Humanity is committed to the producing cutting edge raw denim without compromising Citizens Of Humanity is the ultimate expression to what denim can be. Fuelled by knowledge, creativity and the American landscape that captures imagination (Citizens Of Humanity, 2016).

AG The Womenswear Jean collection is categorised Established by a leading pioneer in the denim industry, Yul Ku in 2000 (AG, 2016). AG has evolved from an exclusive premium denim brand to a contemporary lifestyle brand in 2008, integrating its collections to create chic, sophisticated and classic

quality and innovation. Premium Vintage Borderline jacket in duster • Subtly worn in vintage look • High pockets and high cuffs to add to it's sophistication (Citizens of humanity, 2016). • Cool grey wash, whiskered • 100% cotton Relaxed cuffed crop Jean • Low rise • Relaxed silhouette enhanced by wide frayed cropped cuff. • Natural-hue selvedge provides a simplistic look • 100% cotton

Figure 84: Citizens of humanity jacket and jeans

innovative styles (AG, 2016).

Contour 360 Contour 360 sculpts to the body with all direction stretch (AG, 2016). The innovative fabric offers unlimited movement with optimum recovery retaining its impeccable shape (AG, 2016).

Figure 85: AG jeans

• Prima contour 360 7 years blue dust • structure. • Lightweight contour 360 stretch denim • Distressing accents in mid blue wash aged 7 years • 49% cotton, 27% polyurethane, 20% modal, 4% elastane.


Figure 86 & 87: Bliss and Mischief, Mister Freedom jeans and jacket

AG-ED Vintage The AG-ED vintage collection is a mixture of AG's classic styles that have been reworked with vintage aesthetics. The Stilt crop re-purposed black • Released hems and shredding at the knee deliver a modern edge to a vintage classic • Soft fading and areas of subtle deconstruction enhance the styles broken in character • Tonal stitching, dark hardware •

Shadows of mountains denim shirt • • 100% cotton • Vintage Hollywood western wear • Chain stitch embroidery in navy and light blue • Authentic vintage denim shirt

Reworked LA Vintage Bliss and Mischief

Mister Freedom

Inspired by the colours of the desert, the inability to guess a cactus's age and embroidered detailing of classic western kitsch, Hillary Justin began to source and revamp classic pieces into fresh and modern designs (Bliss and Mischief, 2016).

Created by Chrisophe Loiron, Mister Freedom is a unique retail space and design studio with a huge inventory of vintage clothing, footwear and accessories from 1850 - present day (Mister Freedom, 2016). Alongside the collection of vintage items Los Angeles based store offers a new line of limited edition of limited items that are produced locally (Mister Freedom, 2016).

Their Spring/ Summer 2016 collection is inspired by the year 1982 paying tribute to Edwardian whites and casual beauty (Bliss and mischief, 2016). • Combines vintage Hollywood western wear with a modern colour palette. • Chain stitch embroidery •


Cowboy Jacket • Inspired by traditional trucker denim jacket • Original Malibu sea denim 13Oz • Indigo dyed denim twill weave • Solid white Selvedge

SS17 Denim Collection After considering the target audience and AllSaints current brand identity, and analysed to gain a better understanding of the wider premium denim market. This enabled AllSaints product range to be evaluated against competitors on price, range depth, fabric composition, quality and design , identifying gaps in the range that could be

Through identifying future Spring/ Summer 2017 denim trends in relation to textiles and design, potential and AllSaints relatively neutral colour palette and focus on quality and design, trend research was focussed towards elements in order to successfully innovate the collection in line with AllSaints aesthetics.

Although trend research was useful in order to provide direction for the new denim collection, due to AllSaints traditionally not following trends, it was crucial to undertake a directional denim analysis, focussing on innovative brands within LA and vintage denim in terms of fabric, washes and design elements in order to gain inspiration for the LA inspired collection, which could then be incorporated with elements from current trends. The LA inspired collection will be further analysed in the following section through a mood board of LA street style, images of LA art, locations and thrift shops in order to fully understand the elements to the LA lifestyle.

Figure 88: LA sign 42

Figure 89: Sessions collection Moodboard



Range Plan 19-4005 TCX

18-0201 TCX

19-3935 TCX

17-4027 TCX

15-3920 TCX


60% cotton/ 40% Tencel Light weight Soft Cross threads of white and blue

Dark Indigo fabric and embroidery thread 100% cotton. 19-3935 TCX

Waist band which sits at the waistline

Metal button in silver with AllSaints hardware on

2 side pockets with top stitching

Zip and button fastening

One invisible back pocket with pocket panel

Wide leg fit

Esme embroidered wide leg denim culottes RRP: £100.00 Design detail: • Wide leg culotte • 2 large front pockets & 1 hidden back pocket • Zip and button fastening • Mid-calf length • Wide bottom panel with cross embroidery • Gently frayed hem

Cross pattern embroidery in dark indigo

Calf length, large bottom panel below embroidery.

Botton of hems gently frayed for worn effect Figure 91: Esme embroidered wide leg denim culottes


60% cotton/ 40% Tencel Light weight Soft Cross threads of white and blue

Pull through straps which can be tied

Invisible side zip for ease

Cross-over back straps

Waist band sits at waistline

Dark Indigo fabric and embroidery thread 100% cotton. 19-3935 TCX

Wide leg fit

Esme embroidered wide leg denim dungarees RRP: £120.00

Cross pattern embroidery in dark indigo

Design detail: • Wide leg culotte style • 2 large front pockets • Invisible side zip • Mid-calf length • Wide bottom panel with cross embroidery • Gently frayed hem • Cross back strap detail, with tie fastening 47

Calf length, large bottom panel below embroidery.

Botton of hems gently frayed for worn effect Figure 92: Esme embroidered wide leg denim dungarees

Waist band sits on waistline, waist band is panelled 84% cotton 2% elastane Polyester 14% Dark black wash Whiskered and mechanically worn to create vintage look

Large side pockets with top-stitching

Panels detailed with top-stitching

Dark black wash and top stitching in 100% cottom thread.

Fabric whiskered and mechanical wearing.

19-4005 TCX

Isla A-line long denim skirt RRP: £88.00 Design detail: • Mid-calf length • Large side pockets with top-stitching • Button placket with 6 x buttons • Waistband • Back darts for shaping • Hem frayed

A-line skirt finishes at mid- calf length

Button placket with top-stitching and 6 metal silver buttons with AllSaints hardware

Fraying at hem to create worn look

Skirt sewn in 5 panels, to allow shaping and visual aesthetics Figure 93: Isla A-line long denim skirt


100% medium weight cotton Seersucker fabric with textured woven stripes. Tonal grey/ black wash. Topstitching and cross embroidery on upper pocket in a tonal black embroidery thread.

Jacket collar with topstitching Shoulder seams with topstitching 3 oversized pockets with panel inserts and cross stitch embroidery on top pocket

shoulder seams finish just below the shoulder.

18-0201 TCX

Alternate colour way in a mid blue tonal wash/ embroidery and stitching mid blue 17-4027 TCX

Dolly oversized vintage work wear inspired denim jacket RRP: £140.00 Design detail: • Oversized fit • Long-sleeved • 3 over-sized pockets wth top-stiching • Cross embroidery detail on upper pocket 49

Placket with 4 button Long length sleeves fastening. Metal silver with cuffs/ topstitch- buttons with AllSaints Right bottom open ing hardware pocket has panel Jacket hem finishes inserts at the bottom. just below the hips/ topstitching

Cuffs have a single button fastening to be able to roll up sleeves

Figure 94: Dolly oversized vintage work wear inspired denim jacket

100% cotton, mid blue vintage wash for worn effect. Whiskered at knees and pocket edges.

5 pocket styling with topstitching and rivet detail

Zip and button fastening, metal button with AllSaints hardware High rise yoke panel for fit

Selvedge denim, for roll up aesthetics

Waist band with belt loops

Mid blue embroidery thread used for cross stitch and topstitching.

Two back pointed pockets with cross stitch detail on right pocket panel

15-3920 TCX

Amy high waisted cropped boyfriend jeans RRP: £98.00 Design detail: • 5 pocket styling • Roll up hems • High-waisted • Top-stitching and cross embroidery detail

Cropped length and roll up detail showing selvedge

Slim fit legs Figure 95: Amy high waisted cropped boyfriend jeans


5 pocket styling with topstitching and rivet detail Zip and button fastening, metal button with AllSaints hardware

84% cotton 2% elastane 14% polyester Dark black wash Whiskered and mechanically worn to create vintage look

Narrow yoke for loose fit

Dark black wash and top stitching in 100% cottom thread.

19-4005 TCX

Josie cropped gaucho denim jeans

Side panels with cross stitch embroidery detail

Waist band with topstitching/ belt loops

RRP: £110.00 Design detail:

Cropped length with wide hem panel • Cropped leg length insert • Straight fit • 5 pocket styling • Zip and button fastening • Narrow yoke • Cross stitch embroidery side panels

Straight fit

Figure 96: Josie cropped gaucho denim jeans


Product Range Plan




Selling Price

Retail Retail Single % of the Duty and Freight Rate of Margin Margin Product Range Clearance % ($) Exchange % £price Cost (£)

FOB Cost Total Total Cost to buy Total Retail Value ($) Quantity Range

Esme embroidered wide leg denim culottes

60% cotton/ 40% Tencel













Esme embroidered wide leg denim dungarees

60% cotton/ 40% Tencel













Isla A-line long denim skirt

84% cotton/ 2% elastane/ 14% polyester













Dolly oversized vintage workwear inspired denim jacket

100% medium weight cotton seersucker













Amy high waisted cropped boyfriend jean

100% cotton













Josie cropped gaucho denim jean

84% cotton/ 2% elastane/ 14% polyester
















Table 5: Range Costings


Range Plan Costing Table The range plan costing table identifies the key styles, fabric and estimated costings of the collection, within a price range of £88.00- £140.00. Due to AllSaints premium high street postioning, the estimated recommended retail price have been identified in consideration to their current price range and competitors price ranges who use similar materials and construction techniques used within the new denim collection.

Marketing Communications Plan

Figure 96: AllSaints denim jacket 52

Figure 97 & 98: Hollywood sign & LA

'A Golden State Of Mind'

AllSaints Sessions Collection SS17 In celebration of LA Sessions, All Saints has created an exclusive online denim collection for Spring/ Summer 2017 inspired by the golden state. Representing the juxtaposing elements of LA, where individuality runs riot, nothing lasts but innovation thrives. Personality remains centre to the collection marking an equilibrium between the relaxed and the rebel. Reworking authentic denim silhouettes while encompassing innovative only be described as a golden state of mind.


Figure 99: Press Release

AllSaints currently have a unique marketing communications strategy through not using traditional advertising methods such as print advertising. For the launch of the AllSaints Sessions Collection, AllSaints will continue to use a unique marketing communications strategy through the use of: • PR • AllSaints website • Online advertising • Video campaign • Look book • Sales promotions • Social media PR Press Release A press release will be issued to top priority media and magazines such as Drapers and Vogue. The press release will introduce the collection and give a background on the inspiration behind the collection as well as promotional images and up coming release dates of the collection and video campaign to be found on the website. This will create awareness and anticdate.



'A Golden State Of Mind' All Saints is about to launch an exclusive online denim collection for Spring/ Summer 2017 in celebration of LA sessions. Inspired by the golden state, the collection represents the juxtaposing elements of LA. Individuality and innovation remain centre to the collection, reworking authentic denim silhouettes while encompasscreate what can only be described as a golden state of mind.

Figure 100: AllSaints Sessions collection campaign page

Online Advertising AllSaints Sessions Collection will primarily advertise online, in order to successfully reach their target consumer for the collection, who tend to communicate with the brand digitally rather than through the physical store.


AllSaints Website The Sessions Collection will an exclusive online capsule collection which will be promoted on their website through a Sessions Collection campaign page. The campaign page will provide information about the inspiration behind the collection with behind the scenes images of shoot and video as well as links to the LA sessions page and the AllSaints guide to LA. The page will be promoted on their homepage prior to the capsule launch and placed at the top of the side bar in order to gain interest and anticipation amongst consumers.

ALLSAINTS PRESENTS ' A GOLDEN STATE OF MIND' In celebration of LA Sessions, All Saints has created an exclusive online denim collection for Spring/ Summer 2017 inspired by the golden state. Representing the juxtaposing elements of LA, where individuality runs riot, nothing lasts but innovation thrives. Personality remains centre to the collection marking an equilibrium between the relaxed and the rebel. Reworking authentic denim silhouettes while encompassing innovative




Video Campaign Due to AllSaints digital strategy, All-

Figure 101: Click-through advert for sessions collection

Click-through Advertising AllSaints will advertise primarily via click-though advertisements that will take consumers directly to the collection page. The adverts will be placed strategically on social media, YouTube and online magazine websites in order to engage successfully with their target consumer. The adverts will also allow AllSaints to analyse the success of the new collection through the amount of clickthrough engagement to the website.



video to capture the spirit of the brand and current collections (AllSaints, 2016). This will be continued through the production of 'A golden state of mind' in collaboration with AllSaints studios. tion by working with local talent within the arts and music industry in LA, who will shoot in inspirational locations that associate with AllSaints brand identity. AllSaints will provide each 'model' with a particular item from the collection that they can then wear in a way that suits their individuality. This will provoke inspiration and admiration within AllSaints target market. As well as the main campaign video, little clips will be produced with each 'model' that will show 'their LA' wearing their selected denim piece. These will be shown on social media channels as well as on the AllSaints guide to LA. Each model will represent a different personality such as 'The dreamer', 'The make-believer' or 'The achiever'. This will allow the consumer to explore all sides of LA and associate each denim piece with a range of personalities and

style. 56

ALLSAINTS MEETS 'THE ACHIEVER' Figure 102 & 103: Photo-shoot & local talent video

AllSaints Guide To LA Due to AllSaints target consumer having a huge interest in travel, music and culture, AllSaints will provide a lifestyle blog on their website that will provide consumers with an AllSaints guide to the golden state. AllSaints will provide information on up and coming music, unique food and the local talent stories, which will include each 'models' video and background on their life story so far in LA, as well as their favourite spots to visit from a locals point of view.










Figure 104: AllSaints guide to LA 57

AllSaints Studios - LA Sessions Day Sessions Whilst in LA, AllSaints studios will explore and document new talent sive 'Day Sessions' with new musicians, as well as known bands at the LA AllSaints store. One video will be released each week for a month in May with the launch of the Sessions Collection in week 2. The day sessions will be promoted on AllSaints website as well as social media channels such as Instagram and Facebook.


/ / L A D AY S E S S I O N S



Look book AllSaints will launch an exclusive Sessions collection look book for May 2017, which will be launched prior to the collection in order to create interest and anticipation for the new denim collection. The look book will present each piece in 'looks' using other AllSaints non denim items, which will provide styling ideas to consumers.


Figure 105: LA day sessions page

Sales Promotion Newsletter Within the newsletter that is sent to subscribed members, a collection invitation will be sent to view the online sessions collection, as well as a free delivery code if they spend over £70.

Collect-from-store Promotion AllSaints will also issue a collect-from -store promotion - 'write them off', which will enable consumers to 'write off' their new denim by visiting an in-store technician at their local store who will sew in the initials of the consumers choice on a classic singer sewing machine for free. This will encourage more consumers to visit the store as well as emphasising the meaning behind the campaign which promotes each consumers individuality. Card handouts of the promotion will also be given to customers in-store, to encourage to shop online and collect.









Figure 106 & 107 Newsletter promotion & 'write them off'


Social Media AllSaints will rely heavily on social media to interact with its target consumers and gain interest around the new denim collection. AllSaints will primarily use visual social media channels such as Instagram and Pinterest as well as Facebook and twitter. AllSaints will post promotional videos and images of:


• Day Session snippets • Images from the video campaign • Local talent photos with links to the AllSaints guide to LA. • Images of the new collection • 'Write them off' Promotion • The launch date of the collection Behind the scenes of the Spring/ Summer 2017 denim collection. Introducing The Sessions collection. Visit:

ALLSAINTS GUIDE TO LA Figures 108, 109 & 110: Instagram post, Facebook post & Pinterest guide to LA images.


JULY 2016 • Searching for 'local talent' in LA for the video campaign. • Gathering information for the guide to LA.

AUGUST 2016 • Shooting the 'local talent' clips and videos to appear on social media and the website.

APRIL 2017 • Click- through adverts promoting the new campaign promoted on targeted websites. • Social media posts to start: promo images, snippets from the video campaign, local talent images. APRIL 2017 • 3rd week April guide to LA released


FEBRUARY 2017 JULY/ AUGUST 2016 • Shooting in LA for the video campaign to take place. • Search for musicians to record for LA day sessions.

• Press release statements to be sent out to the media and priority magazines.

APRIL 2017 • 2nd week in April launch of the day sessions to be presented on LA Sessions with promo videos on Instagram and Facebook.

MAY 2017 • Collection launch • 'Write them off' promotion to begin. • Newsletter sent to subscribers.


Appendices & References


Appendix 1

sales promotions.’

Interview: Paige, Leeds Store Sales Assistant. Conducted on 3rd March 2016 at 11am.

They don’t seem to do traditional advertising in print why is this?

Who is All Saints target consumer?

‘All Saints is big on brand value so they try to be different from everyone else when it comes to advertising, we have All Saints

they do actually target a middle-aged category 25- 35 years old. I would say All Saints is geared towards people who look for luxury fabrics and well-made garments especially knitwear for women! I would also say they have a younger market for their leathers and quirkier style.’


What are the best selling items in store? ‘I work in menswear but their best selling items are the branded pieces so t-shirts with the branded rams skull on. We sell a lot of leathers, outerwear and knitwear for winter, for women the best seller is probably jersey.’ How successful is the denim range? Denim for men is one of the best sellers probably under knitwhereas for the older customer we don’t cater for a straight leg Jean. For women it is really up and down, a lot of jeans normally go on sale.’ What marketing strategies does All Saints employ? The marketing strategy is all about social media, especially Instagram and visual platforms. That’s the only advertising they do. They don’t do ad campaign s but are big on customer relationship so sending out emails directly to consumers about the latest 63

Page references

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Apple mac desk. [Online]. Available at: https://www. bon-lundi-3922221415.

Figure 8: Target consumer board

Rock and Roll. [Online]. Available at:

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Figure 1: All saints logo. (Online). Available at: AllSaints woman. [Online]. Available at: http:// shoes. [Online]. Available at: http://www.stories. fall-2016/g3326/fall-2014-new-york-fashion-week- com/gb/. Figure 2: Film camera. (Online). Available at: front-row/. Magazine. [Online]. Available at: http://www.atlasstudio.’s Adore. [Online]. Available at: https://colorch. jects/. Lentil meal. [Online]. Available at: http://www.halfFigure 3: Spring 2016 collection. (Online). at:’s bar. [Online]. Available at: http://spitalry-with-lime-mango/. book/women/2016/spring/. Stack of books. [Online]. Available at: http://silviya-simFigure 4: Denim jacket. (Online). Available City apartment. [Online]. Available at: http:// at: allsaints-rex-boxy-military-ja/?colour=2824&eastenders-private-east-london-residential-exten- Hanging rail. [Online]. Available at: http://www.harperscategory=490. sion-feixmerlin. g4175/best-walk-in-closets/?src=spr_FBPAGE&spr_ Figure 5: Street scene. (Online). Available Apartment bedroom. [Online]. Available at: http:// id=1447_90438217. at: ken=969-781&url=http%3A%2F%2Fwww. Crosley record player. [Online]. Available at: http:// IPhone & diary. [Online]. Available at: http://www.!/. hone-case.html. Figure 6: AllSaints San Diego shop. [Online]. Available at: 66

Figure 9: city scene. [Online]. Available at: view/44034 . Figure 10: Record player. [Online]. Available at: pin/572309065124470103/ . Figure 11: Womenswear picture sequence. [Online]. Available at: Figure 12: Spring 2016 collection. [Online]. Available at: Figure 13: Spring 2016 collection. [Online]. Available at: women/2016/april/. Figure 14: Womenswear product range Lari denim skirt. [Online]. Available at: Birds denim shorts. [Online]. Available at: Culottes. [Online]. Available at: http://www.

Eryn jumpsuit. [Online]. Available at: http://www.

Astrid coat. [Online]. Available at:

Arya tee. [Online]. Available at: .

Leto willow dress. [Online]. Available at: http://www.

Fleet dash shirt. [Online]. Available at:

Lux denim chino. [Online]. Available at: http://www.

Carin long shirt. [Online]. Available at: .

Denim range

Venti long sweat. [Online]. Available at: http://www. .

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Nancy long dress. [Online]. Available at: http:// .

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Riley cardigan [Online]. Available at: http://www.

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Conroy leather biker. [Online]. Available at: http://

Figure 18: Birds jeans. [Online]. Available at:

Taro kuma sleeveless. [Online]. Available at: http://

Figure 19: Nim high-waisted . [Online]. Available at: 67

Figure 27: Sina long skirt. [Online]. Available Figure 20: Amy girlfriend jeans. [Online]. Avail- at: at: saints-sina-long-skirt/?colour=4299&category=819 allsaints-amy-girlfriend-jeans/?colour=4299&category=819 Figure 28: Erin skirt. [Online].Available at: http:// 21: stilt soft grey jeans. [Online]. Availa- in-skirt/?colour=4299&category=819 ble at: allsaints-stilt-soft-grey-jeans/?colour=3236&cat- Figure 29: June denim skirt. [Online]. Available egory=819 at: 22: Lux denim jeans. [Online]. Available ry=819 at: allsaints-lux-denim-chino/?colour=5&categoFigure 30: Metal pencil skirt. [Online]. Available ry=819 at: Figure 23: Sasha boys shorts. [Online]. Available at: Figure 31: Lari denim skirt. [Online]. Availasaints-sasha-boys-shorts-we863j/?colour=10&- ble at: category=819 allsaints-lari-denim-skirt/?colour=4119&category=819 Figure 24: Birds denim shorts. [Online]. Available at: Figure 32: Birds denim jacket [Online]. Available allsaints-birds-denim-shorts/?colour=2824&cat- at: saints-birds-denim-jacket/?colour=2824&category=819 Figure 25: Jules denim shorts. [Online]. Available at: Figure 33: Loa soft trucker. [Online]. Available allsaints-jules-denim-shorts/?colour=2824&cat- at: egory=819. allsaints-loa-soft-trucker-jac/?colour=5&category=819 Figure 26: Sue vintage sailor shorts. [Online]. Available at: 34: Denim denim trucker coat. [Online]. en/denim/allsaints-sue-vintage-sailor-s/?colAvailable at: im/allsaints-denim-trucker-coat/?colour=709&category=819 68

Figure 35: Rex boxy military jacket. [Online]. Available at: Figure 36: Elena denim jacket. [Online]. Available at: Figure 37: May Tencel coat. [Online]. Available at: http:// Figure 38: Cal denim shirt. [Online]. Available at: http:// Figure 39: Larissa denim jacket. [Online]. Available at: Figure 40: Octavia military shirt. [Online]. Available at: Figure 41: Fin shirt. [Online]. Available at: http://www. Figure 42: Jill shirt. [Online]. Available at: http://www. Figure 43: Mel dress light grey. [Online]. Available at:

Figure 44: Mia denim dress. [Online]. Available at: women/denim/allsaints-mia-denim-dress/?colour=4119&category=819 Figure 45: June denim dress. [Online]. Available at: women/dresses/allsaints-june-denim-dress/?colour=2824&category=819 Figure 46: Mira denim dress. [Online]. Available at: women/dresses/allsaints-mira-denim-dress/?colour=2824&category=819 Figure 47: AllSaints online advert. [Online]. Available at: . Figure 48: video campaign. [Online]. Available at: Figure 49: Paris AW16 billboard campaign. [Online]. Available at: http://www.allsaints. com. Figure 50: Shoreditch AW16 billboard campaign. [Online]. Available at: http://www. Figure 51: Art is trash. [Online]. Available at:

Figure 52: April 2016 look book. [Online]. Available at: women/2016/april/. Figure 53: biker portrait. [Online]. Available at:

saints/. Figure 62: AllSaints studios film. [Online]. Available at: Figure 63: AllSaints studios music. [Online]. Available at:

Figure 54: Sales promotion. [Online]. Available at:

Figure 64: City Scene. [Online]. Available at: http://www.

Figure 55: Malibu visual merchandising. [Online]. Available at:

Figure 65: AllSaints denim. [Online]. Available at: http://

Figure 56: LA store. [Online]. Available at: http://

Figure 66: Ted Baker Logo. [Online]. Available at: net/prod-kv/2310/ted-baker-logo.png?mode=max&rnd=130839349760000000.

Figure 57: LA digital screens. [Online]. Available at:

Figure 67: Rag & Bone. [Online]. Available at: http://

Figure 58: Soho singer sewing machines. [Online]. Available at: Figure 59: AllSaints live Instagram homepage. [Online]. Available at: https://www.instagram. com/allsaintslive/. Figure 60: Tokyo merchandise package. [Online]. Available at: BC516Y4GzjT/?taken-by=allsaintslive. Figure 61: AllSaints Facebook page. [Online]. Available at:

Figure 68: The Kooples. [Online]. Available at: https://cdna. Figure 69: Urban Outfitters. [Online]. Available at: http:// Figure 70: Religion. [Online]. Available at: http://www. Figure 71: Topshop. [Online]. Available at: 69

Figure 72: Label Lab. [Online]. Available at: http:// Figure 73: Acne studios. [Online]. Available at: Figure 74: American Apparel. [Online]. Available at:

digo-fray.html. Carda den light vintage. [Online]. Available at: http:// Kent linen denim. [Online]. Available at: http://www. Figure 77: Label lab analysis

Figure 75: Anthropologie. [Online]. Available at: b2/92/a6b29230f4dcc56adb10c5c41754bc12.jpg.

Denim shift dress. [Online]. Available at: http://,default,pd.html.

Figure 76: Acne Studios competitor analysis.

Denim zip skirt. [Online]. Available at: http://www.,default,pd.html.

Gelder den light vintage. [Online]. Available at: coats-jackets/gelder-den-light-vintage.html. Top mid vtg mid vintage. [Online]. Available at: coats-jackets/top-mid-vtg-mid-vintage.html.

Thorn denim jeans. [Online]. Available at: http://www.,default,pd.html.

AG frayed hem leggings. [Online]. Available at: clothing-jeans/7122443271389.jsp#/. Riley high rise jeans. [Online]. Available at: clothing-jeans/7122448941661.jsp#/. Serif skinny jeans. [Online]. Available at: http:// Pilcro hyphen boyfriend jean. [Online]. Available at: http://www.anthropologie. com/uk/en/product/clothing-jeans-boyfriend/7122289317415.jsp#/. Braya denim skirt. [Online]. Available at: http:// Figure 79: Religion analysis

Bones jeans. [Online]. Available at: https://reliThistle denim jeans. Online]. Available at: http://www. Pin Pure. [Online]. Available at: http://www.acnes- jean/198063849,default,pd.html. Judas crush jeans. [Online]. Available at: https:// html. Figure 78: Anthropologie analysis Row blue black. [Online]. Available at: http://www. Brody denim culottes. [Online]. Available at: http://www. blue-black.html. Deacon dungarees. [Online]. Available at: http:// Boy indigo fray. [Online]. Available at: http://www. ing-jeans/7122325050111.jsp#/. 70

Judas lightening wash. [Online]. Available at: Figure 80: Typical consumer

Record player. [Online]. Available at: http:// mmc=social-_-pin-_-9172015-_-vynlrecord&


Meeting. [Online]. Available at: http://www.

Seersucker grey denim. [Online]. Available at: reports/#/Denim/w/S_S_17/24775.

Hand-craft. [Online]. Available at:

Grey building blocks. [Online]. Available at: reports/#/Denim/w/S_S_17/24775.

Frayed jeans. [Online]. Available at: http:// Typical consumer. [Online]. Available at: post/4478577/4194357512. Woman getting out of a taxi. [Online]. Available at: they-are-wearing/gallery/they-are-wearingnew-york-fashion-week-fall-10349595/#!51/ new-york-fashion-week-street-style-477/. Figure 81: surface and textile trend board Satin finish denim. [Online]. Available at: content/reports/#/Denim/w/S_S_17/24775. Contrast insert denim jeans. [Online]. Available at:

Textured denim. [Online]. Available at:

Twisted seam jean leg. [Online]. Available at: reports/#/Denim/w/S_S_17/24775. Ripped denim. [Online]. Available at: Blue and white cross thread denim. [Online]. Available at: Panelled culottes. [Online]. Available at: Grey seersucker denim. [Online]. Available at: reports/#/Denim/w/S_S_17/24775. Denim shirts. [Online]. Available at:

Contrast denim cropped jeans. [Online]. Available at: Woven striped denim. [Online]. Available at: White flat block. [Online]. Available at: https://0-www. S_S_17/24775. Utility jacket. [Online]. Available at: https://0-www. S_S_17/24775. Panel denim top. [Online]. Available at: https://0-www. S_S_17/24775. Figure 82: Design trend board. White and grey contrast collar. [Online]. Available at: : Jumpsuit template. [Online]. Available at: : Work wear jacket. [Online]. Available at: https://0-www. S_S_17/24775. Twisted seam denim. [Online]. Available at: https://071 Available at: tour-360-7-years-blue-dust/d/10985.

Black skinny jean. [Online]. Available at:

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Stilt crop repurposed black. [Online]. Available at:

Skinny rich sateen beige. [Online]. Available at: what-s-hot/superiorsateen/the-skinny-riche-sateen-beige.html.

Face of desert denim. [Online]. Available at:

Utility shirt. [Online]. Available at: Frayed edge culottes. [Online]. Available at: Lustrous black denim. [Online]. Available at: Jumpsuit template. [Online]. Available at: Hole in denim. [Online]. Available at: Jeans with white panel. [Online]. Available at: Light denim outfit. [Online]. Available at: White denim jacket. [Online]. Available at: 72

Josie cropped jean. [Online]. Available at: http:// denim-1/cropped/josie-cropped-raw-cut-light. html?___SID=U.

Figure 86: Bliss and mischief

Figure 87: Mister Freedom Cowboy jacket. [Online]. Available at: Figure 88: LA sign. [Online]. Available at:

Figure 84: Citizens of humanity

Figure 89: Sessions Collection mood board

Borderline jacket in duster. [Online]. Available at: all-womens/borderline-jacket-in-duster.

Thrift shop. [Online]. Available at:

Kids fairground. [Online]. Available at: http://localadRelaxed cropped fit. [Online]. Available at: https:// do-in-la/. er-relaxed-cuffed-crop-in-selvedge-natural. Creased denim outfit. [Online]. Available at: http://www. High rise fit in fade out. [Online]. Available at: en-s/liya-high-rise-classic-fit-in-fade-out. Denim Revival. [Online]. Available at: http://www.vogue. Figure 85: AG com/13296042/los-angeles-vintage-jeans-shopping-denim/. The Prima contour 7 years blue dust. [Online].

CafĂŠ. [Online]. Available at: com/photos/eyetwist/21392667910. Palm tree lined road. [Online]. Available at: Girl in long denim skirt. [Online]. Available at: Rolled straight leg jeans. [Online]. Available at: Alexa Chung. [Online]. Available at: https:// Highway. [Online]. Available at: https://www.

Available at: Take a selfie. Fake a life. [Online]. Available at: http:// Nasty Gal denim trousers. [Online]. Available at: content=2015_board&MjA0NXw0ODgxfDI0MTU2NzN8NzU0YmU. Work wear denim. [Online]. Available at: http:// Denim jacket. [Online]. Available at: Made in La. [Online]. Available at: https://uk.pinterest. com/pin/338121884505442826/.

Denim Skirt. [Online]. Available at: https://www.

Figure 90: Esme embroidered wide leg Culotte. Cotton/ Tencel denim blend. [Online]. Available at: WGSN template. [Online]. Available at: php#%7B%22start%22%3A%200%2C%20%22limit%22%3A%2050%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%2C%20%22market%7C49153%22%5D%7D Figure 91: Esme embroidered wide leg denim dungarees.

Washed jeans. [Online]. Available at: http://blog. high-waisted jeans. [Online]. Available at: http:// style/. Cotton/ Tencel denim blend. [Online]. Available at: waisted jeans. [Online]. Available at: Yellow striped top. [Online]. Available at: http://www. denim-blue. inals/d1/fe/75/d1fe7573f7e6eecbd857cfdWGSN template. [Online]. Available at: https://0faba162e2.jpg. Rolled girlfriend jeans. [Online]. Available at: http:// and car. [Online]. Available at: https://sstore-secrets/. it%22%3A%2050%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22%22%2C%20 d4/a900d4f553ba3233d0b6a36490b7bae1.jpg. Childlike in wonder, romantic in revolt. [Online]. %22facets%5B%5D%22%3A%20%5B%22clasAvailable at: sif_name%7C43042%22%2C%20%22marCropped panelled denim trousers. [Online]. light-up-your-wedding-signage. ket%7C49153%22%5D%7D 73

Figure 92: Isla A-line long denim skirt. Cotton, polyester & elastane blend denim. [Online]. Available at: https://0-www. search.php#%7B%22start%22%3A%20 500%2C%20%22limit%22%3A%20 50%2C%20%22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%2C%20%22category%7C18570%22%5D%7D Figure 93: Dolly oversized vintage work wear inspired denim jacket. Seersucker cotton. [Online]. Available at: WGSN template. [Online]. Available at: search/search.php#%7B%22start%22%3A%20 0%2C%20%22limit%22%3A%2050%2C%20 %22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%2C%20%22market%7C49153%22%5D%7D Figure 94: Amy high-waisted cropped boyfriend jeans. 100% cotton. [Online]. Available at: https://074 search.php#%7B%22start%22%3A%20 0%2C%20%22limit%22%3A%2050%2C%20 %22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%2C%20 %22category%7C18570%22%2C%20%22designer%7C626396%22%5D%7D WGSN template. [Online]. Available at: search/search.php#%7B%22start%22%3A%20 0%2C%20%22limit%22%3A%2050%2C%20 %22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%2C%20%22market%7C49153%22%5D%7D Figure 95: Josie cropped gaucho denim jean

0%2C%20%22limit%22%3A%2050%2C%20%22f_ limit%22%3A%205%2C%20%22q%22%3A%20 %22%22%2C%20%22facets%5B%5D%22%3A%20 %5B%22classif_name%7C43042%22%2C%20%22market%7C49153%22%5D%7D Figure 96: AllSaints denim jacket. [Online]. Available at: Figure 97: Los Angeles. [Online]. Available at: Figure 98: Hollywood sign. [Online]. Available at: http:// Figure 99: Press Release LA Palm trees. [Online]. Available at:

Cotton, polyester & elastane blend denim. [Online]. Available at: https://0-www. search.php#%7B%22start%22%3A%20 500%2C%20%22limit%22%3A%20 50%2C%20%22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%2C%20%22category%7C18570%22%5D%7D

Figure 100: AllSaints Sessions collection campaign page.

WGSN template. [Online]. Available at: search/search.php#%7B%22start%22%3A%20

Figure 102: Photo-shoot. [Online]. Available at: http://www.

Kids fairground. [Online]. Available at: Figure 101: click through advert for sessions collection Palm trees. [Online]. Available at: https://everyhealthyday. com/category/travel/.

Figure 103: Local talent video. [Online]. Available at: Figure 104: AllSaints guide to LA Girl holding a camera. [Online]. Available at: post/121577950386. Figure 105: LA day sessions. LA sessions. [Online]. Available at: http://www. Figure 106: Newsletter promotion. Own image. Figure 107: ‘Write them off ’ promotion Girl in denim jacket. [Online]. Available at: Figure 108: Instagram post. Instagram post. [Online]. Available at: https:// Figure 109: Facebook post. Facebook post. [Online]. Available at: https:// Figure 110. Pinterest guide to LA images catalogue. Café. [Online]. Available at: com/photos/eyetwist/21392667910


A3 boards: Range Plan board: All figures refereenced in images Marketing communications board: Figures referenced in images Social media icons. [Online]. Available at:

Figure 103: Local talent video. [Online]. Available at: Figure 104: AllSaints guide to LA Girl holding a camera. [Online]. Available at: post/121577950386. Figure 105: LA day sessions. LA sessions. [Online]. Available at: http://www. Figure 106: Newsletter promotion. Own image. Figure 107: ‘Write them off ’ promotion Girl in denim jacket. [Online]. Available at: Figure 108: Instagram post. Instagram post. [Online]. Available at: https:// Figure 109: Facebook post. Facebook post. [Online]. Available at: https:// Figure 110. Pinterest guide to LA images catalogue. Café. [Online]. Available at: com/photos/eyetwist/21392667910


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