Weronika Sidorowicz Brand Report Spring/Summer 2021
Weronika Sidorowicz
Contents brand history current climate market positioning brand health pest swot analysis customer profile marketing strategies activism brand summary & conclusion
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brand history AllSaints - also known as AllSaint Spitalfields originally began as a menswear wholesaler, selling merchandise exclusively to high-end British retailers such as Harvey Nichols and Harrods. Founded in 1994 by Kait Bolongaro and Stuart Trevor, the brand has since expanded to 278 stores across the globe, with approximately 3,200 employees. Their first location opened in New York City, and was named after All Saints Road in Notting HIll, London due to its popularity associated with music and arts, something which is at the core of the AllSaints brand image.
Current Climate Weronika Sidorowicz
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covid-19 CURRENT STATISTICS Number of Confirmed Cases Worldwide 54,027,785
Total Number of Deaths worldwide 1,312,918
Total number of people furloughed in the UK 9,600,000
Up to date as of 15.10.2020
Current Fashion Climate 05
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Today more than ever before, consumers are becoming aware of how their shopping habits are harming the planet. With only 22.1% of our carbon budget remaining and decreasing rapidly, consumers are demanding for more eco-friendly garments, the abdication of fast fashion (i.e. Boohoo Boycott) and social responsibility. In addition, there is a large amount of uncertainty surrounding the retail market as Covid forces 'non-essential' shops to close down for the second lockdown this year. Due to the unexpected circumstances, online retailers such as Amazon - are thriving, and good delivery services are essential. As AllSaints already own an e-commerce site, their revenue may not suffer greatly in this sense, however it all depends on their consumers' outlook on their finances, as Drapers report that consumer confidence is at a record low since the launch of the survey.
Market Positioning 05
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fashionability
AllSaints is positioned at the highest end of the pricing structure axis and is in the top quarter for fashionability. However, it isn't above ASOS as my survey showed that the brand doesn't fit everyone's style; this is because AllSaints has a specific brand aesthetic and follows trends in their own ways, unlike fast fashion brands like Missguided who have a wide range of products to suit almost every customer's needs/wants. I grouped & Other Stories, Ted Baker and French Connection in a similar category - at the higher end of price - as they both share their price range in common, however their ability to follow current trends does differ.
pricing structure
Brand Health Weronika Sidorowicz
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822k Followers
1m Likes
86k Followers
23.8k Subscribers
AllSaints have a large following across several social media platforms, and even post content on their YouTube channel regularly; this is also where you can find their AllSaints Studio sessions, where viewers can watch videos of both burgeoning and established acts rock for a song or two. As their following is so high, AllSaints have a good reach online and can promote their products easily directly to their Instagram, Facebook and Ttwitter followers.
PEST 06
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POLITICAL & ECONOMICAL As a consequence of the furlough scheme put in place during lockdown, consumers are likely to soon be faced with a rise in income tax, consumers have become more money conscious. Furthermore, the recent election (USA) and Brexit (UK) may lead to changes in legislations which will change how AllSaints operate and could affect the brand financially. With the unemployment rate reaching its highest level in over 3 years at 4.5%, disposable income and consumer confidence is low, meaning that consumers will seek cheaper alternatives to AllSaints. "The latest score is the lowest reading since April, and since the survey began in April 2013. The outlook for people's financial situation in the next year fell by 5.6 points to 86 - the steepest fall since March." (Drapers, 2020) This will mean that AllSaints are likely to see a decline in their sales. New marketing strategies are essential during these poor economic conditions, to increase sales.
PEST 06
Social & Technological Technology is moving forward faster than ever before with many new innovations being integrated into retail. In terms of social influences, lifestyle changes are usually the main cause of affect to changes in marketing, and with Covid-19 currently taking control of the world, all consumers' lives have transformed massively. Many shops have been temporarily closed, and some even permanently. This means the requirement for e-commerce is higher than ever, and as AllSaints already possess an online shop, they'll be able to generate a revenue in the event of another lockdown. Whilst on the topic of social influences, it's important to note that AllSaints are vocal on current issues on their social media accounts, encouraging their customers to vote.
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Strengths
Weaknesses
Threats
Strong brand image
High price point
High quality products
Low promotional offers
Highly competitive market
Distinctive style Social media marketing YouTube channel containing films, music sessions & campaigns Rebranded from manufacturer to a prestigious lifestyle brand
Small product variety
Cost of technology COVID-19 restrictions New legislations Opportunities Increase in consumer spending (US) Customer loyalty scheme Kidswear range
S W O T
SWOT Analysis 14
What do you like the most about this brand? Aesthetic 27.3%
High Quality 54.5%
Good Price Range 18.2%
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Strengths: AllSaints holds a strong brand image of being and having rebranded from a mere manufacture to such a highly renown lifestyle brand, it shows that the management has made some good decisions and invested in appropriate expansions of the brand. 84,5% of the participants in my survey agreed that the brand has a distinctive style, and over half of them think their products are good quality. Furthermore, AllSaints utilise their social media platforms as a main form of marketing, which is strategic in terms of decreasing cost of mainstream marketing such as TV, or banners, however according to the survey I did, none of the interviewed had a strong awareness of their studio project and many music collaborations which serves as a remarkable deficiency considering that AllSaints was conceived as a lifestyle brand that combines fashion with music and art.
SWOT Analysis 14
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Weaknesses: Despite the quality, the majority of the respondents did specify that their price point is high in comparison to other retailers. The highest price quoted in this question was £150, which is quite a large decline compared to the most expensive item currently in there range at £1,199. Their high price point, amongst the low amount of promotional offers and periods that they offer, decreases their market a little bit as they are clearly targeting a wealthier socio-economic demographic. A large number of respondents in my survey also stated that the brand has quite a small product range.
SWOT Analysis 14 Opportunities: Since AllSaints lacks sales promotions, a good opportunity would include considering a customer loyalty card, which their clientele could use in order to collect 'points' per purchase and redeem them in the form of a discounts. This would be a good way to attract new customers as people may be attracted to the associated rewards. Another factor that may strengthen their brand could be a new clothing range; for instance, childrenswear, as it's something that AllSaints haven't tried as of yet. Another thing that AllSaints have not yet capitalised as opposed to their competitors is home wear, which could be hugely successful if launched; you can almost imagine what their customers' interior design style is, and by bringing out a collection of home items, they could achieve a bigger demographic of consumers.
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CUSTOMER PROFILE
Ophelia Age: 21 Occupation: student / 9-5 Listens to: The 1975, The Neighbourhood, The Kooks, Catfish & the Bottlemen, Ed Sheeran Interests: fashion, travelling, music
The AllSaints Girl 19
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AllSaints target a wealthier, style conscious demographic of adults aged 18-35, who possess a fair amount of disposable income that they enjoy spending on trendy, alternative pieces of clothing and accessories. A large amount of their customers are returning regulars, as well as couples and tourists; those who shop in AllSaints value art, fashion, enjoy socialising with their friends, and have a passion for indie music. As an example of the typical AllSaints customer, I created a customer profile of a young woman in her twenties named Ophelia. She is a student, studying Journalism and loves music, fashion and travelling. She lives in a quaint apartment in London with her boyfriend, who she's been with for over two years; she met him through mutual friends at a gig they both attended.Ophelia is a regular customer at AllSaints because he loves that their products fit her style and hobbies perfectly; she can buy knitwear and tops, as well as high quality leather jackets, that can be worn either for running errands and meeting her friends for coffee dates, or going out.
M A R K E T I N G
S T R A T E G I E S
PLACE Weronika Sidorowicz
AllSaints Spitalfields is a multi-channel company with an e-commerce site, as well as a selection of physical stores. In the UK, AllSaints is represented by 92 store locations, as well as several concessions, across England, Wales, Ireland and Scotland. It also has 67 locations in the USA across New York, Chicago, Las Vegas, Los Angeles and Malibu to name a few. Across both the UK and USA, AllSaints has plenty of stores available for customers to visit, with a dark, industrial atmosphere consistent throughout the majority of the stores which makes it a more original shopping experience. Their store located on Regent Street that highlighted a preview of their current season's range, and the interior walls were covered with old sewing machines which stays in line with their brand image.
M A R K E T I N G
S T R A T E G I E S
PRODUCT & PRICE Weronika Sidorowicz
The products offered by AllSaints are high quality pieces with a high price point. The lifecycle of said items would be classified as slow, as fast fashion isn't at the core of the brand's values; instead, they are garments that a consumer wants to invest in for the quality and original design with prices as high as £899.Whilst this is a high price point for the majority of their target audience (young adults), it reflects the quality of the garment and their life cycle also makes the prices more justifiable.
However, the range of products offered by this brand is limited to womenswear, menswear and footwear in comparison to their competitors, many of which have home ranges and kidswear which tend to be successful for most retailers.
AllSaints' range of products is wide, varying from leather items to shearling; t-shirts to hoodies and sweatshirts; jeans to tailoring. Whilst these pieces stay true to the brand identity, they also steadily follow current trends with their own unique twist on it.
B R A N D
M A R K E T I N G
PROMOTION Weronika Sidorowicz AllSaints' main form of promotion is through the use of digital marketing; they utilise their following as a way of promoting new products and offers directly to their customer base. They very rarely interact with traditional marketing, for instance billboards and TV advertisement, which has advantages and also some disadvantages. On one hand, retail is becoming a mainly online activity, especially with the current Covid regulations, therefore it is important for retailers to have a strong online presence and reach consumers directly and effectively. Additionally, basing the majority of their marketing online helps AllSaints save money and invest in other areas of the business, since social media is free. On the other hand, it could be hard for them to reach a more mature audience as not all generations of consumers are actively engaging in social media. However, this doesn't appear to be AllSaints' main target consumer anyway.
AllSaints believes in a future without exploitation, which is why since 2011, we have partnered with Not For Sale, establishing a 10-year commitment to the organisation.
BRAND SUMMARY
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CONCLUSION
Overall, AllSaints is currently in a moderately strong position, with a strong brand image and renowned high quality items at a medium-high price point, however as outlined in my analysis, there is plenty of room for improvement and new marketing strategies to apply in order to stay up to date with current influences, especially in the current circumstances where there is huge uncertainty surrounding the industry. This year, consumer confidence has fallen to an all-time low of 86 and unemployment has risen to 4.8%; the economy isn't performing well, and AllSaints hasn't been considered a key brand during lockdown, which implies that the price point demands a higher disposable income than most have; additionally, the TARGET MARKET brand doesn't have a wide collection of loungewear AllSaints targets edgy, style which was at the top of most consumers' priority conscious adults who value the shopping lists the last couple seasons, so another alternative culture and arts aged 18criticism of their current strategies is that they 35, who possess the disposable income have not been following trends and assessing current for trendy, high quality piece of events. Other than their approach to Covid, I can't clothing. find many other faults with the brand. Even though it isn't as mainstream as other high street brands,
PRODUCT
Menswear, womenswear, footwear and accessories, sold across different store locations, concessions and an ecommerce website. September 2015 - The brand launched its first comprehensive handbag line, "The Capital Collection".
STORE AMBIANCE
LOCATIONS 92 stores and concessions in the UK. 67 locations in the USA across New York, Chicago, Las Vegas, Los Angeles and Malibu to name a few.
it has something more valuable than mass attraction: a loyal customer base.
PRICING The more expensive end of high street fashion.
COMPETITORS Direct competitors would include brands such as Ted Baker, French Connection, &Other Stories, although they do have additional competitors throughout the entire market ranging from Acne down to H&M, Topshop and Zara.
The unique design of AllSaints stores invite tourists as well as returning customers. The softly-lit store interior is filled with steampunk features, with walls of vintage sewing machines and exposed brick.
DIGITAL
AllSaints entered the omnichannel community pretty early, launching their e-commerce website in 2006. The site layout is simple and minimalist, splitting the categories into Women and Men, and then further into new arrivals, and leathers as their second option. Strong online presence on Instagram, Twitter, Facebook and Youtube.