2. toโจcreate a brand that blends
culture, fashion and music into a
potent formula of desirable
clothing that expresses
individuality and attitude.
missionstatement
โ
โ
AllSaints Spitalfields
3. type
AllSaints Spitafields is a British fashion retailer based
out of London. Since the companyโs beginning the
brand has expanded on a global scale with 63 stand-
alone stores and 47 concessions around the world. In
addition to its brick&mortar locations, AllSaints has a
strong online presence through itsโ website,
Facebook, Twitter and YouTube channel.
why
I was initially drawn to brand because of the nature of the
clothing and the ambiance of the store. While in New York
City, I decided to stop in their SoHo location for the first
time. Inside I found exposed brickwork, wooden flooring,
industrial lighting and walls lined with rows of vintage Singer
sewing machines. The clothing featured asymmetrical cuts,
distressed denim, and vintage leather goods - all in a mono-
chromatic color scheme. I appreciated the companyโs atten-
tion to detail, design and layout. I was excited to find that
there was a store here in San Francisco and decided to fur-
ther investigate the company.
4. Founded in In 1994 by Stuart Trevor.
Began as a wholesale menswear brand that sold merchandise exclusively to British
high-end retailers such as Harvey Nicols and Harrods.
Named after All Saints Road in Notting Hill, London. This location was known as
a center for the arts, music and design scene. AllSaints has โhad a long-standing
history of collaborating with emerging talent in the British music industryโ
In 1997 AllSaints opened its first stand-alone location in Foubet Place off of Carnaby
Street in London. A year later it launched its first womenswear collection.
Six years later, Stuart sold AllSaints to Kevin Stanford and Stephan Craig.
By the end of 2006, the retailer had launched itsโ first website.
In 2010 AllSaints was negatively impacted financially as a result of the Icelandic
banking collapse.
A corporation named Lion Capital saved the company. With their help, the brand
has seen a 50% rise in profits since 2012.
Over the past 2 years, AllSaints flagships stores have opened across the U.S in
New York City, San Francisco, Los Angeles, Miami, Boston and Seattle.
In the next 3 years the company plans to open 30-50 more locations worldwide.
history
5. The company facilitates the culmination of culture, art and
music through customer service by providing a consistent
experience throughout all locations. Store associates are re-
quired to wear only AllSaints merchandise. They must also
be knowledgeable of the current seasonโs products, designs,
colors and trends. In addition, the company ensures that the
brand transitions from instore to online by providing the same
brand image, identity and merchandise for the consumer.
customerservice
6. employeerelations
AllSaints is โalways on the look
out for friendly, driven and forward
thinking individualsโ. The retailer
has 8 core brand values that their
employees are motivated by.
Since the company is still
relatively small, communication
between associates, manag-
ers and other districts is close.
Information from associates to
the general public is harder to
get โ associates โnot allowed
to talk about the brand or
comment on the conceptโ
humility hunger
decisiveness instinctiveness
loyalty individuality
honesty dedication
7. AGE: 18-35
GENDER: Predominately female
ETHNICITY MIX: Caucasian, Asian, African American, European
INCOME LEVELS: Middle to upper class
DEMOGRAPHICS:
AllSaints customers are predominately females between
ages18-30. Many who shop at the store are regular โretun-
ingโ customers, as well as tourists, families and couples. They
were mixed in ethnicity & appeared to have moderate to high-
income levels.
PSYCHOGRAPHICS:
Young, style conscious adults who possess the disposable
income for trendy, alternative pieces of clothing. The ambi-
ance of the store has a grungy, rugged โTim Burton-esqueโ
type feel. Therefore, those who this store might appeal to are
individuals who are drawn to a dark aesthetic in terms of fash-
ion, clothing, art and music. They value creating art, attending
and watching fashion shows, and being involved in the music
industry. They may be interested in unconventional music and
design, craftsmanship, fine details, and items that are not
easily identifiable.
targetmarket
8. location
AllSaints came to the San
Francisco area 2 years ago. The
retailer is located on Geary St in
Union Square. This site is a heavy
traffic area that attracts high-in-
come level shoppers, as well as
many tourists.
Competitors in close proximity,
include John Varvatos, Azadeh,
Chanel, Bottega Veneta, G-Star
Raw, Paul Smith, Vince, Louis Vuit-
ton, and Salvatore Ferragamo.
These stores fall relatively within
the same price range or higher &
offer the same type of
merchandise.
Originated in the UK.
Globally expanded in terms of
location & accessibility.
2 channels - Brick&mortar stores
& online.
Multiple channels allows the
company to further penetrate the
market, reach a larger customer
base and gives customers a va-
riety of ways to experience the
brand & products.
9. Allsaints carries a wide variety of merchandise instore and on-
line. โThe privately held retailer has been described as glam-
our-meets-grunge, with many prices between $100 and $200โ.
It caters to men and women in terms of selection. Major clas-
sifications of available products include clothing, footwear and
accessories. At the Geary street location offers menโs, wom-
enโs and childrenโs clothing, footwear and accessories
merchandisemix
10. The average price for new season merchandise at AllSaints
is between $30-$700. Sale merchandise falls between $20-
$385. โAllSaints sits at the high end of affordable, with lower
prices than major fashion houses but more exclusivity than
Zara and H&M. The $150 to $200 range is a price point that
makes it โvery difficult for other, cheaper operators to replicate
what they do,โ says analyst Sarah Peters of the retail consul-
tancy Verdict.โ. AllSaints merchandise is more affordable and
accessible than similar designer garment from Vivienne
Westwood, Helmut Lang & Yohji Yamamoto.
price
11. AllSaints uses a discreet promotional approach.
โAccording to their promotional strategy, advertising isnโt part
of the mix โ they rely on word of mouth approvalโ
Online interactive communication - news updates on
allsaints.com, Facebook, Twitter and YouTube
Offline interactive communication - seasonal sales after
each collection. Discount codes via email.
Online passive communication - daily emails to their
customers who signup for their newsletter.
Offline passive communication - none
promotion
13. Since the label launched in 1994, AllSaints has become an
intenationally recognizable brand with a new perspective and
distinct voice. The company has expanded on across the
globe, offering vintage inspired pieces from London to San
Francisco. AllSaints strives to maintain a unique point of view
in terms of combining culture, fashion, art and music. With
new stores planned in Asia, Europe, and America there
is no stopping the British fashion invasion!
