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A T T IT U D E

CO N FID EN CE

INDIVIDUALITY

CONTENTS HI STORY SCUL TRALI NFLUENCESMOODBOARD WHATMAKESUSDI FFERENT DESI GNEQUATI ON DESI GNEQUATI ONMOODBOARD CATI ONTHROUGHMUSI C COMMUNI COMMUNI CATI ONTOUCHPOI NTS CAMPAI GNSANDSOCI ALMOVEMENT ADVERTI STI NG PERCEPTUALMAP

2 NEW CONCEPT 3 CONSUMERPROFI LE 4 BRANDESSENCEMODEL 5 NEW CONCEPTEXPANSI ON 7 BI BLI OGRAPHY 8 9 10 11 12 13

15 17 18 19 21


WEBELI EVEOURSUCCESSOVERTHEYEARS HASBEENDOWNTOTHEUNI QUEAPPROACH TO MARKETI NG AND RETAI L STRATEGI ES. WECONVEYAMI XOFMUSI CAND F ASHI ON THAT EXPRESSES I NDI VI DUALI TY AND ATTI TUDE. OURVI SI ONCANBERECOGNI SED I N OURDESI GN DECI SI ON,I N STOREVI SUAL SI NG, SOCI AL MEDI A MERCHANDI CONNECTI ONSANDECOMMERCE.WEHAVE MADE A NAME FOR OURSEL VES; FOR I NDI VI DUALAND DESI RABLE DESI GN THAT I SNOTLED BYCURRENTTRENDS.I NSTEAD WE FOCUS ON CREATI NG PRODUCTS FOR MEN,WOMAN AND CHI LDREN BASED ON THREE DI MENSI ONAL LED DESI GN AND STYLI SH STRUCTURE, TAI LORI NG AND DRAPERY . THI S MAKES US I NDI VI DUAL.


WEHAVEALSODEVELOPEDASUCCESSFULECOMMERCEBUSI NESS.OUR ONLI NE SI TESARE EASY TO NAVI GATE AND USE WI TH A CLEAR AND CONCI SELAYOUT.WEAREALSOEXTREMEL YACTI VEWI THI NTHEMUSI C I NDUSTRY ,HELPI NG TO PROMOTE NEW MUSI CFROM OLD F AVOURI TES ANDSUPPORTUPANDCOMI NGARTI STSANDBANDSALI KE.OURONLI NE MUSI C SERVI CES MAKE THI S EASY AND ALSO HAVE HELPED TO ENCOURAGE A NEW DEMOGRAPHI C TO VENTURE I NTO OUR WORLD. ASI DE FROM F ASHI ON,AT ALLSAI NTS WE HAVE A STRONG PASSI ON FOR MUSI C.OVER THEYEARS,WE HAVE ESTABLI SHED AND COLLABORATED WI TH MANYARTI STSI NCLUDI NGTHELI KESOFU2,KI NGS OF LEON AND STEREOPHONI CS. ALONGSI DE COLLABORATI ONS,WEHOSTEVENTSTO SHOWCASE EMERGI NGTALENTSUCHAS“ ALLMUSI C” .I N2011WE LAUNCHED “ ALLSAI NTSBASEMENTSESSI ONS” .THEY I NCLUDEBRANDNEW SELECTI ONSFROM BOTHNEW AND ESTABLI SHED MUSI CALACTS.NAMESSUCH AS THE NAKED AND F AMOUS,FOSTER THE PEOPLE, F ATBOYSLI M ANDGARYNUMANHAVEALLMADEAN APPEARANCE. GENRES FROM POST PUNK, PHYCHEDELI A AND ROCK TO DI SCO AND ELECTRONI CA ARE ALL FEATURED.


WE CHOOSE TO ADOPT GENDER SEGMENTATI ON I N OUR APPROACH TO SOCI AL MEDI A POSTI NG SEPARATEL Y ABOUT WOMENSWEAR AND MENSWEAR. THI SHASENABLEDALLSAI NTSTOSUCCESSFULL YENGAGEAND ATTRACTBOTH MEN AND WOMEN,EQUALL Y .FORMEN,WEENTI CED THEM WI THPOSTS,PRI MARI L YABOUTMUSI CANDF ASHI ONI NTURN.FORWOMEN WE REVERSED THE PROCESS,PROVI DI NG I NFORMATI ON ABOUT F ASHI ON COLLECTI ONSWI TH THEADDEDBONUSOFMUSI C.WEHAVEDEVELOPEDA LOY ALCONSUMERGROUP . THEROOTOFOURSOCI ALMEDI ACAMPAI GNSOVER THE YEARSHASBEEN TO I NTRODUCE CONSUMERSTO THE LAUNCHESOF PRODUCTS.ON OCCASI ON,WE ALSO DRI VE THEM TOWARDS I TEMS OF SPECI AL I NTEREST UL TI MATEL Y I NCREASI NG POTENTI AL ONLI NE CONSUMERS BACK TO THE ONLI NE STORE AND WEBSI TE,FOR BOTH ADDI TI ONAL BRAND BUI LDI NG AND I NCREASED LI KELI HOOD OF SALES.

A/W 201213 SAW US GROW.FOR THE FI RST TI ME WE LAUNCHED AN AVERTI SI NGCAMPAI GNWI THTHEAI M TOEVOL VE.THECAMPAI GNSTARSA COLLECTI ON OF EMERGI NG BRI TI SH TALENT I NCLUDI NG NAMES FROM MUSI C,FI LM,ART AND DANCE.I T REFLECTSTHE BRAND VALUESTHAT ALLSAI NTS STRI VES FOR; I NNOVATI ON, I NDI VI DUALI TY AND CRAFSTMANSHI P .THE ENSEMBLES FEATURED REPRESENT OUR DESI GN EQUATI ON OFMETROPOLI TAN COOL,EVOL VI NG,I NDI VI DUALDESI GN.WE HAVE MAI NTAI NED THE SI GNI TURE LEATHER PI ECES AND STRONG SI LHOUETTES.THE AI M WAS TO ENTI CE A WI DER AUDI ENCE AND RECONNECTWI TH LOY ALCLI ENTELEWI TH ABROARDENEDANDREFI NED COLLECTI ON WHI CH I S DI STI NCTI VE,ATTI TUDE DRI VEN AND UPDATED.


I N ADDI TI ON TO MUSI C, ALLSAI NTS I S ALSO PLAYED AN ACTI VE ROLE I N SOCI AL MOVEMENTS AND PUBLI C SERVI CE.I N SUMMER 2011,WE COMPANY ENTERED I NTO A LONGTERM PARTNERSHI P WI TH THE ‘ NOT FOR SALE’ ORGANI ZATI ON.OURAI M WASTO RAI SE AWARENESS BY LAUNCHI NG A TSHI RT RANGE WHOSE PROFI TS GO TOWARDS COMBATI NG HUMAN T R A F F IC K IN G . LATERI N THEYEAROF2011,WE RELEASED A SHORT DOCUMENTARY TI TLED " VOI CES OF THE CLOTH" I NTENDED TO PROMOTE BRI TI SH DESI GN AND MANUF ACTURI NG AN I NDUSTRY F ALLI NG SHORT TO OTHERS ACROSS THE WORLD.


ALLSAI NTS MADE THEI R FI RST APPEARANCE AT NEW YORK F ASHI ON WEEK DEBUT I N SEPTEMBER 2013.WESHOWCASED OUR SPRI NG/SUMMER 2014 COLLECTI ONTHROUGHASERI ESOF FI LM. GETTI NG I NVOL VED WI TH F ASHI ONWEEKMARKEDAYEAROF EXPANSI ON FOR US THELAUNCH OF A FI LM PROJ ECT, ‘ ALLSAI NTS FI LM’ ,EARLI ER I N THE YEAR AND THE ANNOUNCEMENT OF OVER THI RTY STORES PREDI CTED TO OPENOVERTHENEXTYEAR( 2014) . OUR ‘ ALLSAI NTS FI LM’ PROJ ECT WI LLFORM PARTOFOURONGOI NG MI SSI ON TO PROMOTE AND COMMI SSI ON YOUNG I NNOVATI VE PEOPLE I N THE CREATI VE I NDUSTRY . THEY SHALL BE WORKI NG ALONGSI DE OUR OWN CREATI VE TEAMS EXPLORI NG EVERYTHI NG FROM " MUSI C,STYLE AND STREET DOCUMENTARI ES TO CUTTI NGEDGE MOVI NG IN S T A L L A T IO N S ”.


THI S PERCEPTUAL MAP SHOWS WHERE ALLSAI NTS I S POSI TI ONED ON THE MARKET. AMONGSTOURCOMPETI TORSWE ARESECURE THEREI SNO ONE QUI TE LI KE ALLSAI NTS. AL THOUGHOTHERBRANDSRANK HI GH FOR I NDI VI DUALI TY , WE HAVETHEDI FFERENCETHATWE ARENOTLEDBYTRENDWHI LST OTHERSARE.WE ALSO REMAI N BETWEEN HI GH STREET AND HI GH END SO WE PROVI DE OUR CUSTOMERSWI THMORETHANA MAI NSTREAM, HI GH STREET PRODUCT BUT WI THOUT THE PRI CESREACHI NGASF ARASTHE LABELS I N THE HI GH END MARKET. THE NEW CONCEPT WI LL I NEVI TABL Y MAKE OUR POSI TI ON I N THEMARKETMOVE SLI GHTL Y BECAUSE OF THE I NCREASE I N PRI CE FOR THE I NDI VI DUAL AND ONEOFF C O N C E P T .


A NEW

CONCEPT: :


ASA BRAND,WE ARE ALWAYSEVOL VI NG. ALLSAI NTS I S DYNAMI C AND I S ALWAYS LOOKI NG FOR NEW WAYS TO GROW AND C O N N E C T . THI SYEAR WE ARE PUTTI NG FORWARD A NEW CONCEPT FOR THE BRAND. SOMETHI NGDI FFERENTTHATWI LLSPARK AND ENI GMA I N THE ALLSAI NTS HEART. NGAND ASKEENASEVERTOHELPEMERGI CURRENTARTI STSPROMOTETHEMSEL VES AND THEI R WORK WE ARE GOI NG TO RELEASEARANGEOFTEXTI LESSPECI ALL Y DESI GNED BY THE MEMBERS OF OUR COLLABORATI ON. EACH MEMBER WI LL WORKWI THOURDESI GNTEAM TODESI GN AND CREATE THEI R OWN UNI QUE MATERI AL. THI S MATERI AL COULD BE BASED ON THEI R ALBUM ARTWORK,A DESI GN THEYLI KED OR HAD WORKED ON BEFORE MEETI NG OUR I N HOUSE DESI GN TEAM OR A SPONTANEOUS DECI SI ON.


OUR CONSUMER I SA YOUNG,STYLECONCI OUSI NDI VI DUALWHO HASA DI SPOSABLEI NCOMEFOR TRENDY ,AL TERNATI VECLOTHI NG.THEYARE BETWEENTHEAGESOFEI GHTEENANDTHI RTYWI THAPPRECI ATI ONFOR VALUE,ART,UNCONVENTI ONALMUSI CAND FI NE DETAI L.HONEST AND LOY AL THEYARERETURN TOUS.WEALSOEXPECTCLI ENTELCOMI NG FROM F AMI LI ES AND COUPLES WHO REFELCT EACH OTHERS I MAGE. AMOUNGST THEM;TOUI STS J OI N OUR BRAND APPRECI ATI NG THE DESI GN LED, ATERNATI VE MERCHANDI SE.

OUR ‘ BRAND ESSENCE’MODEL I SFULL OF ALL THE GOOD BI TSABOUT ALLSAI NTS I T’ S WHAT DETERMI NES US FROM ANY OTHER BRAND. WHENEVER WE MOVE FORWARDS I T HELPS TO ENSURE WE STAY ON MESSAGE AND DELI VER A CONCEPT THAT I S APPROPRI ATE FOR OUR CUSTOMERS AND FOR THE BRAND I TSELF . THEREFORE THI S I S APPROPRI ATEFOROURBRAND BECAUSEWEDON’ THAVETO STRAYF AR FROM OURCOREVALUES. I TI SJ USTPLAYI NGONWHATWEALREADYDO. WE HAVE ALWAYS BEEN I NFLUENCED BY MUSI C,FI LM AND ART CUL TURE BECAUSEOFOUR FOUNDERS.SI NCETHEN,WEHAVECONTI NUED TO BE HEAVI L YI NVOL VEDWI TH THEI NDUSTRYASSEENI NOURPROJ ECTSSUCH AS‘ BASEMENTSESSI ONS’AND‘ ALLMUSI C’ .FORTHI SREASONOURPROJ ECT WI LL BE MOSTL Y LI NKED TO MUSI C WI TH SOME PREDI CTED COLLABORATI ONSWI TH THEFI LM AND ARTCOMMUNI TY .WHETHERTHE ARTI STORBANDBEUPAND COMI NGORWELLESTABLI SHEDTHEMUSI C, LM I NDUSTRYAREALLHI GHL YI NFLUENTI AL.WEHOPETHAT ARTAND FI THEPROMOTI ON OFTHEI RMUSI CAND ALLOWI NGPEOPLETO DI SCOVER NEW OR MORE OF THEI R MUSI C WI LL CONTI NUE.


AS AN ONLI NE EXCLUSI VE THE MATERI AL WI LL THEN BE AVALI ABLE I N A RANGE OF SOFT FURNI SHI NG AND HOMEWARE DESI GNSUPON REQUEST;I NCLUDI NG CUSHI ONS,BED LI NEN AND CLOTH BAGSI N VARYI NGSHAPESAND STYLES.THEF ABRI CSWI LL ALSOBEABLETOBEADDEDTOGARMENTSOFYOURCHOI CE.FOR EXAMPLE,THECONSUMERMAYTAKEADESI GN BYAN EMERGI NG MUSI CARTI STANDREQUESTTHATI TBEADDEDTOTHELI NI NGOF THEI RNEW LEATHERJ ACKET.THI STHENENABLESTHEM TOHAVE THELUXURYANDHI GHQUALI TYGARMENTFROM ALLSAI NTSWI TH A UNI QUE TWI ST FROM AN ARTI ST WHO THEY ADMI RE. CUSTOMERS WHO PURCHASE THE MATERI AL WI THI N THE PRODUCTS RECEI VE SOMETHI NG MUCH MORE SPECI AL THAN STANDARD MECHANDI SE. I T I SNT WI DEL Y AVALI ABLEAND THEYAREABLETO WEARSOMETHI NGSUBLEWI THOUT THE NEED TO HAVE LARGE BAND LOGOS AND BAGGY , STREATCHED TEES.ALLSAI NTS WOULD ALSO BE ABLE TO RETAI N THEI R DESI GNS AND REMAI N DESI GN LED WI THOUT THE NEED FOR TRENDS THE ARTWORK FROM THE MATERI AL BEI NG I NCORPERATED I NTO OUR OWNDESI GNSI NSTEAD. THI SMEANS WECAN STI LLDELI VEROURBRAND PROMI SE WI THOUT THE NEED FOR C O M P R O M I S E . THE PROJ ECT WI LL BE A GREAT ASSET TO THE BRAND.AL THOUGH THE PRI CE OF STANDARD I TEMS WOULD NEED TO BE RAI SED TO MEET ADDI TI ONAL PRODUCTI ON COSTS AND THE SETUP OF EQUI PMENTANDSTAFFTOEXECUTE THEONEOFFPI ECES THEPROJ ECT WI LLAI DI NCREASESI NPROFI T.THE ADDI TI ONAL SALES OF THE HOMEWAREANDSOFTFURNI SHI NGS SHOULD I NCREASE OVERALL SALES WI TH LARGE PROFI T MARGI NS.


THENEW CONCEPTWI LLBEPROMOTEDVI AFI LM. WEAI M TOCREATE SHORTFI LMSI NLI NEWI THANOTHEROFOURPROJ ECTS;‘ ALLSAI NTS FI LM’ . THE CONTENT OF THE SHORT FI LM WI LL HELP TO DEMONSTRATE THE PROCESSES I NVOL VED WI TH MAKI NG EACH GARMENT WHI LST GI VI NG I T A MUCH MORE PERSONAL FEEL BY SHOWI NGTHEJ OURNEY . THEFI LMSWI LLBEADDEDTOOURWEBSI TE ASWELLASTO OUR ACCOUNTSON OTHER SOCI ALNETWORK AND VI DEO SHARI NG SI TES I NCLUDI NG VI MEO,YOUTUBE,F ACEBOOK, TWI TTERANDGOOGLE+. WEALSOHOPETOPLAYSOMEOFTHEFI LMS I NSTORESWHEREWEPLANTOFI TLARGESCREENS. THI SENABLESUS TOSHAREOURVI SI ONSWI THTHECONSUMERANDHELPTOPUSHTHE PROMOTI ON TOWARDSTHE CUSTOMERSRATHER THAN EXPECTI NG THEM TOCOMELOOKI NGFORI TONLI NE. THI SFEATUREOFASCREEN I N STORE WI LL ALSO ENABLE STANDARD,STATI C ADVERTI SI NG CAMP GNS TO BE SHOWN WHEN VI DEOS ARE NOT PLAYI NG. M AI

A SECTI ON WI LL BE CREATED ON THE WEBSI TE TO EXPLAI N THE CONCEPT.THE WEBPAGE WI LL ENABLE PEOPLE TO DI SCOVERTHECONCEPTANDHOW I TWORKS BEFOREGOI NGFORWARDTOPURCHASE. THE RANGEOFF ABRI CSWI LLBUI LD UPON THE GI VEN PAGE ALLOCATED TO THE DESI GNS. CONSUMERSARETHENABLETOCLI CKONA DESI GN THEYLI KEAND LEARN ABOUTWHO DESI GNEDI TANDLI NKSONWHERETOFI ND OUTMOREABOUTTHEARTI ST.THEACTUAL PERSONALI SATI ONOFGARMENTSWI LLTAKE PLACE THROUGH THE USUAL WEBSI TE FORMAT. CUSTOMERSCHOOSETHEGARMENT NTSWHI CH THEYWOULDLI KE FROM ALLSAI TOPURCHASEANDTHEN HAVETHEOPTI ON TO CHOOSE THE PERSONALI SATI ON THAT THEYLI KE FOR EXAMPLELI NI NG,PI PI NG, POCKETS, BI NDI NGORCOVEREDBUTTONSI N THEI R DESI RED MATERI AL. THE HOMEWARESANDSOFTFURNI SHI NGSWI LL LLFOLLOWI NG HAVEASEPARATEPAGE STI THE ALLSAI NTS SI TE MAP .


B I B L I O G R A P H Y : ALLSAI NTSROADPHOTO: HTTP: //WWW. PANORAMI O. COM/PHOTO/47150320 MANNEQUI N: HTTP: //WWW. COMPLEX. COM/STYLE/2011/06/ALLSAI NTSSPI TALFI ELDSANN OUNCESECOMMERCEARCHI VESI TE LUGGAGETAGS: . BLOGSPOT. COM EXCESSMEMORY FOSTERTHEPEOPLE( BS) : F ASHI ONCHALET. NET BOOKS, MUSI CANDFOODSTALL: LI TTLEMI SSNOTTI NGHI LL. COM RAMSKULL: NAT269. DEVI ANTART. COM CS: STEREOPHONI BLACKARTSPR. COM U2: BRETHELM. BLOGSPOT. COM WALLOFSEWI NGMACHI NES: MAOSUI T. COM SEWI NGMACHI NE: CHEMI STRY . ABOUT. COM OLDCHAI N: WWW. DREAMSTI ME. COM SPI TALFI ELDSMARKET: HOMEGI RLLONDON. COM GARYNUMAN: LADYGUNN. COM NOTFORSALE: CHATAI GNESTYLE. COM PI NTEREST


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