MillieShaw
RachaelTaylor AgneZarombaite (Khoo, 2020)
MillieShaw
RachaelTaylor AgneZarombaite (Khoo, 2020)
THE BRAND
(AllSaints, 2021)
70+ standalone stores 70 worldwide concessions International e commerce sites 2012 Kevin Stanford brought out AllSaints partners. Founded 1997 First store Foubert Place, London ALLSAINTS TIMELINE Womenswear introduced 1998 1994 2002 2006 2010 2014 2005 £13M Turnover £24M Financial Issues Icelandic banks Kaupthing & Glitnir 2018 Ownership changes Sold its 76% stake. (GlobalData, 2021) (Drapers, 2009) 2019 "Sales rose by 1.2% to £331M" Growth in ASIA (GlobalData, 2019) 2021 Currently 276 stores worldwide (Goode Partners, 2021) (Lion Capital, 2021) (AllSaints, 2021) (CO ORDINATES BOYFRIEND SHIRT, 2021) (Ley,2015) (Alamy, 2021)
BRANDIDENTITY&COREVALUES
(AllSaints, 2021)
ALL SAINTS PRODUCT SEGMENTATION: Modern
ALL SAINTS PRODUCT SEGMENTATION: Trendy
ALL SAINTS PRODUCT SEGMENTATION: Classic
ALL SAINTS PRODUCT SEGMENTATION: Fragrance and Accessories All Saints Labeled Tote Bag Unisex Fragrance Unisex bandana Unisex Fragrance 'Metal wave'
MENSPELHAM LEATHERJACKET £550 COMPETITORS ADIADELALEATHER BIKERJACKET £225 TALLISLEATHER BIKERJACKET £375 LEATHERMOTOJACKET £320
THE DESIGN
(AllSaints, 2021)
A L L S A I N T S E THEWILDSAFARI COLLECTION
INSPIRATION BOARD Homeware
THANK YOU FOR SUPPORTING THE AFRICAN WILDLIFE FOUNDATION. 15% OF YOUR PURCHASE WILL BE GOING TOWARDS SUPPORTING WILDLIFE, THE ENVIRONMENT, AND LOCAL COMMUNITIES PRODUCT RANGE
INCENSECITY LEATHERSKIES METALWAVE WILDSAFARI WILDSAFARI WILDSAFARI WILDSAFARI
FLORALMORTIS
ALLSAINTSUNISEX
CrispMuskyScent
FreshSmokeyScent
WILDSAFARI
FRAGRANCES WoodyLeatherScent
WILDSAFARI WILDSAFARI
FrenchConnection LargeCowhideCandle £19(each) Reiss 190GSIENNAHEATCandle £35(each) JohnLewis 180gMoltonBrownRussian LeatherCandle £39(each) COMPETITORS Similar Products
PACKAGING
SafarianimalprinttouchestosuittheCharityandSafaritheme.
DifferentiatesfromtheexistingAllSaintsproductstothehomeware range.
THE STRATEGY
(AllSaints, 2021)
ALL SAINTS CANDLE SEMIOTI Product TiesintoAllSaints'leatherspecialty Authentictothebrand Addsluxuryandexclusivefeeltotheproduct Squareshapedtokeepitdifferentfromcompetitors Edgyandunique SIGNS MEANINGS SCENT OF EXISTING ALL SAINTS FRAGRANCES LEATHER ACCENTS ON THE CANDLE SQUARE SHAPED Scents are already popular with customers Fits the vibe and reflects the brand SAFARI PRINT ACCENTS LEATHER SKIES SCENTEDCANDLE 180G LinesupwithAllSaintscustomers'loveforprint.
MEANINGS
Exotic Animal (aligns with the Safari theme) Reflects the monochromatic feel of the brand
Linen is a sustainable fibre Something the customer can keep and reuse THANK
Packaging is already used by the brand. Makes unpacking more of an experience.
Connects the customer with the charity Personalises by making you feel a part of the cause.
ALL SAINTS CANDLE SEMIOTICS Packaging SIGNS
SNAKE PRINT TISSUE PAPER LINEN BRANDED POUCH PULL-OUT BOX
YOU CARD
WILDSAFARI
PRODUCT POSITIONING
Essential
Classic Trendy
Modern
OVATION DE
Product AFRICANGARDEN SCENTEDCANDLE 80G LEATHER SKIES SCENTEDCANDLE 180G WILDSAFARI
WILDSAFARI
SCENTEDCANDLE
INNOVATION DEGREE Packaging
THANK YOU FOR SUPPORTING THE AFRICAN WILDLIFE FOUNDATION. 15% OF YOUR PURCHASE WILL BE GOING TOWARDS SUPPORTING WILDLIFE, THE ENVIRONMENT, AND LOCAL COMMUNITIES
LEATHER SKIES
180G
HOME HOME
MARKETING CAMPAIGN
HOME AFRICANSAFARICOLLECTION AFFILATEDWITH
THE BUSINESS
CUSTOMER
(Khoo, 2020)
-
CUSTOMER SEGMENTATION
CLASS Creative,Spontaneous,Highlyexperiencedriven Middletoupperclass Jade/ZakReed,Age24 Student/Apprenticeship/FirstFull-TimeJobinMedia/Magazine Apartment/Townhouse,withfriends/partneroraloneinaCity(East London,FashionDistrictinNYC) Likes: Expressive music, Socialising with friends, enjoys going to the local artisan coffee shop, social drinker/smoker, the idea of individuality, enjoys trends on a conscious level, Depop/Vintage Markets/Etsy
people whose opinion may not align with theirs, 'high street trends',fastfashion
EXAMPLE:
LIFESTYLE SOCIAL
Dislikes:
CUSTOMER
GEOGRAPHICALLY Continent Country Citysize Age Sex Martialstatus Income Education Occupation Lifestyle Personality Loyalty Attitudes 18 35 Female Longtermboyfriend/girlfriendormarriedwithsmallfamily 40 60k(Highdisposableincome) Universitydegree 9 5corporatejob,creativejobs,managerial Europe,USA,Canada,Asia Developedandurban,tourism 1000000+(largecities) Exciting,creative,tryingnewthings,travel,gigs Trendy,creative,music,travelling,style conscious,quality Repeatcustomers,Willbuymultipletimesbutnotregularly Environmentallyconsciousshopstorepetitivelywear,sustainable CUSTOMER SEGMENTATION DEMOGRAPHIC PHYSIOLOGICAL
PR Reiss 190GSIENNAHEATCandle £35(each) FrenchConnection LargeCowhideCandle £19(each)
180gMoltonBrownRussian LeatherCandle £39(each) JoMalone
Candle £49(each) AllSaints WildSafariLeatherSkies £35(each) Yankee CactusFlower&AgaveSquare TwoWickCandle £25.99(each) TheWhiteCompany SeychellesSignatureCandle £20(each) WILDSAFARI
LemonLimeScented Candle £12(each)
LOWPRICE HIGHPRICE LOWINNOVATION JohnLewis
200gPomegranateNoirHome
Anthropologie ESH
DISTRIBUTION STRATEGY RIGGLEATHERBIKERJACKET £251 NEKOCARDIGAN £89 TONICVEST £20
CONCLUSION NextSteps: ExpansionofAllSaintsHome PODS (PointsofDifference) Multiplecomponents: BoxPackaging LinenPouch ThankYouCard SnakePrintTissuePaper Squarecandleholder,leathertag Previousfragrancesused Vegan/sustainablebasedproduct CollaborationwiththeCharity AfricanWildlifeFoundation (AllSaints,2021)
THANKY U
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