CONSUMER PROFILES
The consumers of All Saints are basically in the age group of 20~60, while the main part of consumers is from 20 to 35 years old. Although the brand started as a menswear brand, its womenswear collections has been accredited by consumers as well. The brand is now attractive to all genders, however, our team decided to focus on womenswear for the A/W 19/20 trend book.
All Saints has shifted its strategy to focus more on the digital and social campaign (Mortimer 2016), the brand has attracted more young consumers. However, the brand manages to keep their long-standing core of British music industry (PRS for Music 2016).
Considering that, the typical characteristics of All Saints consumers are passionate, edgy and sociable. They are usually music-lovers and enjoy nightlife, concerts and social events.
BRAND PROFILE
Music and art are the heart of All Saints. Though the founder/music-lover Stuart Trevor has left the brand years ago, All Saints keeps their connection to the spirit of British music. The HQ of the brand is near Brick Lane, the London East End area with increasing presence of artists, designers, street musicians and fashion students. Inspired by the music and art cultures of Britain, especially London, the brand has become “a ubiquitous presence on international high streets” (Vogue 2015). All Saints has a great reputation of producing high quality high street garments as well, compared to most of the other high street brands (Mortimer 2016; Armstrong 2016).
PRESENTATION SLIDES
Based on the research my teammates and I have conducted, we created a slideshow presentation to demonstrate the result of our research. The full slideshow is attached here:
This is an early stage of our trend book creation and the moodboards, profiles, and analysis are not as mature as the final trend book. But it is useful to record the different stage of the research for future analysis.
REFERENCES
Conlon, S. (2015) A New Era at All Saints [online] available from <http://www.vogue.co.uk/gallery/all-saints-wil-beedle-creative-director-interview-new-bag-line> [21 April 2018]
PRS for Music (2016) All Saints founder Stuart Trevor talks music in fashion business [online] available from <https://www.prsformusic.com/press/2016/all-saints-founder-stuart-trevor-talks-music-in-fashion-business> [20 April 2018]
Mortimer, N. (2016) How All Saints Is Shifting Its Strategy to Focus on Products [online] available from <http://www.thedrum.com/news/2016/05/24/how-allsaints-shifting-its-strategy-focus-products> [22 April 2018]
Armstrong, L. (2016) Why All Saints Is Now the Grown-up High Street Store We’ve All Been Waiting for [online] available from <https://www.telegraph.co.uk/fashion/brands/why-all-saints-is-now-the-grown-up-high-street-store-weve-all-be/> [19 April 2018]
Un Chinois à Londres 