Bricks and Mortar

https://www.youtube.com/watch?v=ZUKhnVSe0x8

AllSaints

Being one of if not my favourite brand at the moment I could choose any other brand to evaluate. To get a true representation of the brand I went to their flagship store in Spitalfields, seeing all the raw metal works in the stair and changing room doors, the massive archaic ‘Singer’ sewing collection in the shop window and decorated throughout you get an overwhelming sense of clean grunge. This being a complete juxtaposition of words “clean grunge” to me immortalises the brand.

(Fig 1. & Fig 2.) Spitalfields Store Front

Their mission statement “to create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude” puts this brand miles apart from all others because it doesn’t follow trends, it does what it wants and consumers love it!! And by having such an involved underground music structure to the company harmoniously intertwining with each other gives it a completely unique selling point! “The visual image of brand + sum of experiences = brands position in consumers mind” (Jackson, T., 2009)

(Fig 3.) Merchandise

With their target market aged 18-35 they are targeting stereotypically young adults with little responsibilities so do have the luxury of being able to afford good quality, as well as edgy and fierce statement clothing. With coats pricing up to £400 and shoes from £120 – £300, they have desirable put themselves in high class high street category making them desirable but accessible unlike traditional extortionate designer prices. By targeting this age range with the prices they are, you will automatically will be cutting out as lesser class of people, people they may not necessarily want wearing their clothes (Abercrombie and Fitch alleged paying off Jersey Shore star to not wear their clothes) but also not too expensive it makes knock off copies superfluous.

(Fig 4&5) January 2015 Look Book

With regards to Location, AllSaints has maintains its underground edge and class by specifically placing it amongst said places. In London alone they have stores in Camden, Spitalfields (two extremely edgy and ‘happening places’), Covent Garden, Harrods, Selfridges (well known locations for exceedingly high end fashion) and many more. This shows not ignorance to location but a demonstration that their brand can go where and do what it wants and hold its own. Camden, a very colourful and vibrant location for personality expression and liberation of people, Selfridges, one of the world’s most prestigious shops selling all manner of high designer goods, a place where people are turned away and not allowed onto the premises if they do not look good enough. Two exceedingly different environments yet AllSaints still flourishes, showing that it has clutch of all manner customers yet still has not and will not leave its original raw music and arts loving passion.