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AllSaints case study (Miami Ad School Planning Boot Camp)

AllSaints case study (Miami Ad School Planning Boot Camp)






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    AllSaints case study (Miami Ad School Planning Boot Camp) AllSaints case study (Miami Ad School Planning Boot Camp) Document Transcript

    • Maria Chercoles account plannerAssignment:Once a cult clothing brand relying on word-of-mouth foradvertising, AllSaints has recently announced plans to gomainstream by OPENING OVER 50 NEW STORES ACROSS THE U.S.HOW CAN THE BRAND OFFER EXCLUSIVITY TO CURRENT CUSTOMERS WHILEWELCOMING THE STREAM OF REGULAR SHOPPERS?More importantly: How can the brand position itself forlongetivity? “Too busy to see portfolios”
    • The future of retail lies in lifestyle brands. Two of the most successful clothing stores have succeeded by “claiming” a lifestyle, andSTRATEGY providing not only clothing but books, music and home design to fit that lifestyle. Urban Outfitters = indie rocker Anthropologie = romantic girl{Why we are advertising}To establish AllSaints as a lifestyle brand that still makes trendsettersfeel special but also welcomes the aspirational shopper.{target}Affluent professionals between 30-45 who considered themselves “rebel” atsome point but eventually gave into the “system.” They follow the rules ofsociety but look for details and clothing that give them some freedom.{Most persuasive idea}AllSaints = Resistance in everyday life.{How are we going to fulfill this promise}AllSainst will establish itself as the anti-mass consumption brand that is therebel in its category as our customers are in society. Our focus will be ONquality over quantity.{Media consideration}-Let’s own “Don’t Buy Anything Day”-Use only non-traditional channels-Strong music connection-More “lifestyleness.” Tell a story about this customer. It’s more than clothing. The history behind “Don’t Buy Anything Day.” Researching on the philosophy behind punk culture, WE came across Malcom McLaren’s Manifesto when he was running for major of London. He proposed “No Shopping Day” as an annual day to reconsider unnecessary consumption.
    • Tex$le recycling: As leader of the an.‐consump.on movement, AllSaints will have  Stores as art spaces: Each store bins where people can drop off their low  will host a monthly art exhibit. quality clothes for recycling.    Partnerships: We will partner with cafes, bars and other stores where our customers like to go and we will use symbols and graffi. to iden.fy them. This will allow customers to easily iden.fy businesses that match their interests and that stand against mass‐consup.on. 
    • DM a-er‐hour  invites: To build  a be;er  rela3onship  with our loyal  shoppers, we  will invite them  to exclusive  collec3on  previews as  well as a>er‐ hour events at  the storeArt books: Loyal customers will also receive a free limited edi3on catalog each season developed in partnership with a highly regarded ar3st.
    • Guerrilla fashion show: Each new clothing line will be launched in a guerrilla‐style fashion show, disrup8ng the order in places like Wall Street.  Lifestyle store: The new AllSaints will also sell books, home décor, music and other  items that fill the shopper’s lifestyle, reflected in the redesigned site. A link will also  take visitors to the No Shopping Day site.