ALLSAINTS

Introduction

The London-born brand, All Saints, which established in 1994. Initially doing menswear, until 1998 women collection was introduced. It has set its sights on moving into different countries and currently operates in the UK, France, Germany, The Netherlands, US, Canada, Russia and South Korea. The brand is mainly active in a big scale of social medias which includes Twitter, Facebook, Google+, Pinterest, Youtube and Instagram. As well as online website covers a majority of areas. The group of consumers ages from twenty to mid thirties, who aims to have a trendy, elegant and unique style, and also have high salary because the price points reflect designer diffusion price tags, not for high street. A bridge price point, affordable luxury.In store, the brand focuses on customer experience, thus the shop provides exposed the kind of furniture with brickwork, wooden flooring, industrial lighting and walls lined with rows of vintage sewing machines. Rock music played inside of the store and also they provide iPad as a shopping guide which presents the latest look book and product information. 

Product

Looking through product lines, the range scales from knitwear, to tailoring to graphic t-shirts, jewellery, shoes and bags. As for bag, it came after 21 years of fundament of All Saints, which opened a new market access. Furthermore, the design featured with asymmetrical cuts, distressed denim, and vintage leather goods, all in a monochromatic colour scheme. By letting customers hover and zoom over each item with the digital experience, and also highlights the attention to detail that AllSaints has invested in each piece such as exclusive metal crest buttons on the beau jacket and the quartet gloss top made from specially sourced Japanese fabric (Donnell, 2012).According to the creative director, Wil Beedle, All Saints fans will be delighted that the signature innovative fabrications, definitive silhouettes and iconic leathers are still applied to products. Upgrading better fit and quality, and adopting new interesting shapes and to show consumers a more attractive scene. 

Online shop

All Saints has had a long-standing history of collaborating with emerging talents in the industry and is the acknowledged favourite of grunge fashion. Later since the brand involved in e-commerce industry, it has covered spanning art, music, dance, literature and film elements and the unique selling point for All Saints is high street Avant Garde style. 

Therefore, the products are designed in dark or in muted tones, vintage, antique art, with much leather and metal decor in heavy sophisticated silhouettes, which just fits the concept of the brand.