The new generation of saints BY ALLSAINTS
ABIGAIL SANTOS NO491338 FASHION COMMUNICATION AND PROMOTION NEGOTIATED PROJECT FASH30108
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CONTENTS INTRODUCTION 2 - 3 ALLSAINTS SECONDARY RESEARCH 4 - 7 EXISTING CONSUMER 8 - 13 NEW CONSUMERS 14 - 15 MARKET OVERVIEW 16 - 17 PRIMARY RESEARCH INSIGHTS 18 - 19 CHOSEN FEATURES 20 - 21 BIG IDEA 22 - 32 CREATIVE CONCEPT 33 - 36 ROUTE TO CONSUMER BEFORE 37 - 45 ROUTE TO CONSUMER DURING 46 - 47 ROUTE TO CONSUMER AFTER 48 - 49 CONCLUSION 50 ILLUSTRATION 53 REFERENCES 54 BIBLIOGRAPHY 55 APPENDIX 56 - 117
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INTRODUCTION
Throughout the project I have highlighted the key insights found from both secondary and primary research. The first step taken was to look into AllSaints as a brand and to analyse what the brand wants, and what is missing to incorporate with the app. Through this, a new consumer has been identified which gave the idea of using lock-in events and other features for the app, as a way to connect with the new consumer. This would showcase new music talents sticking to AllSaints roots, and give the new consumers a chance to shop in-store with their exclusive one-off 40% discount card after purchasing one item from the lock-in event or in-store. This document will further explore the ideas, turning research into creative outcomes and the branding of the lock-in events, in consideration of the consumers and their journey with the brand.
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4 To start with, researching the brand was important (see appendix: page 57 62). This was to help understand the brand’s personality and educate myself as to what they are interested in, what type of consumers they have and their style. I created brief background information about the brand, as an inspiration to every thought process I make in generating concepts and ideas throughout this research.
Background • AllSaints is a global brand founded in 1994 by Stuart Trevor and Kait Bolongaro • Named after AllSaints Road in Nottinghill, London • Nottinghill is known for it’s outstanding art, music and design scene. AllSaints is known for their long history of collaboration with emerging British music industry. • Born and bred brand from their East London atelier • They communicate to their consumers globally through the use of exclusive film and music content that highlights their attitude, creativity, confidence and independence. • They strongly believe in their independence, everything they create is inhouse.
After this process, I further studied their brand aesthetics, brand identity and brand values.
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Fig. 1 AllSaints, 2015
“It’s that wonderful edgy look of east London, with Paris sophistication meets LA cool” – (Kim, 2015)
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BRAND AESTHETICS • Creative, Innovative, inspiring and edgy designs which drives creative forces globally, which makes them known for their iconic garments as their personal statement to showcase their brand aesthetics. • They design their own personal font for everything. • The use of music and film to engage with their consumers globally using digital marketing, thinking ahead of other brands or their competitors. • Good quality, reliable and high-end brand that produces cool and edgy garments. • The brand’s image are contemporary and aspirational
BRAND IDENTITY • AllSaints logo – font personally designed by the brand. • Ramskull logo motif • Music and film association • Known for their cool and edgy clothing • Their business is collaborative driven by experimentation • Proud of their confidence and independence
BRAND VALUES • Their people are their ambassadors for their brand. • “Pace Pace Pace” • Creative Innovation, Attitude, evolving cultural and industrial backdrop • Goes back to their East London atelier • They operate in disruptive ways, empowered by design thinking and digital technology • A company that has a bridge price point that aims to be a brand and a market leader.
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Fig. 2 AllSaints, 2013
Fig. 3 Spray paint, 2012
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Using this process, it has helped me understand the brand and the existing consumers they have, which are 26-45 year olds who have disposable income who can afford AllSaints. This has helped identify a new target consumer for the brand, which are labelled “The New Generation of Saints.� age ranging from 18-25 years old. They are essentially the consumers who have never experienced the brand. In regards to finding these new consumers, I have looked at the current existing customers that AllSaints have and labelled them using consumer archetypes.
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Outlaw They like to break the rules by challenging what is already out there.
Creator They follow with AllSaints music roots, but creates new styles that aims to inspire each other and become more confident.
Explorer They are not afraid to explore and challenge their independence, confident that they are aware of the brand’s identity and they stand with what they truly believe in.
Fig. 4 Existing Consumer, 2016
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These new consumers are similar to the existing consumers (age 26-45) in the sense of personalities. The New Generation of Saints are confident, outgoing, creative, and adventurous, love music and are interested with the cool style similar to AllSaints. But they’ve never been introduced to AllSaints. Furthermore, it has been identified that “The New Generation of Saints� are the most appropriate and matched consumers to target for the app.
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Using this information I have used my personal social media to gather screenshots of people’s most used apps on their mobile phones (see appendix: page 114 - 116). This gave me an insight to what they use most compared to other apps, and would help identify what can be incorporated to the new AllSaints App. Furthermore; I have conducted primary research using 22 questionnaires (see appendix: page 79100), which was given during a local music venue. The ages range from 18 – 28, which I thought was relevant to the
Fig. 6 AllSaints Archive, 2016
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Market Overview In today’s market, the trends produced by different brands from the low end of the high street to top end have been focused on what consumers want. This includes considering prices and competitors. From my secondary research, I found that most high street brands have tailored their websites to consumers that are interested in the most current trends. Consumers are becoming more aware of new trends; this is due to the use of media like magazines, apps and also bloggers. Advertising also helps to make consumers lust for something they can’t afford. This forces them to purchase items they didn’t necessarily want.
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Idea Timeline Using the presentation made for this project. I have turned it into an idea timeline as a personal guide to help me gather information and categorized them in the most appropriate way relevant to the process. I have created a questionnaire based on apps questions and people’s interests (see appendix: page 79 - 100). I spoke to a former employee at AllSaints asking questions to gain insights into the brand. Furthermore, I have also spoken to a student that is a loyal customer at AllSaints. (See appendix: page 101 - 103)
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Questionnaires Insight Summary Research shows that people are only sometimes interested with apps. There are a variety of people who would download an app once a month, whereas other people would rarely download an app. It also shows that they mostly find out about apps through friends and that they would never download an app they have never heard of. People are also interested in a variety of topics or features for an app and don’t necessarily follow trends such as fashion or technology. At least 55% of people surveyed said they would never pay for an app. Using the secondary and primary research I have decided to conduct idea testing (see appendix: page 68 - 71), to help me come up with concepts. I have used and chosen the topics that people have provided on the questionnaires using one of the questions (If your favourite clothing brand was to create an app what would you like to see in it?) and individually came up with ideas and features that can be incorporated within the topics. Using the idea testing and primary research, I have thought about what people would like to see on the app. This includes contents and features. Idea testing was a helpful tool to collect and categorize the topics and what people want. With an in depth research of the brand and an insight into what people are interested in, it has helped me gather information for what the big idea needs to be. I have considered what AllSaints would want to see on the app, following the brief. And most importantly, what the consumers want and need from the primary research.
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The chosen features are: AllSaints lifestyle Create your own style Lock-in events notifications
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THE BIG IDEA
Fig. 7 RipItUp, 2014
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“If you want to position yourself as a higher end brand or if you have slimmer margins, you may want to consider sticking to customer loyalty type offers as oppose to weekly sales.” – (Lazazzera, 2016)
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Create your own style: be able to create
whatever outfit they desire from AllSaints using the clothes from the stores located whichever country the consumer is in. For example, UK customers can only gain access to the clothes that are available in the UK for purchasing purposes. These styles can be saved onto your phone or shared through social media using the hashtag #CreateYourAllSaintsStyle. The best style will then be chosen by AllSaints, which will be uploaded onto the AllSaints instagram and twitter account. This will give the consumers a chance to digitally be playful with their unique styles, AllSaints own clothing, sharing it with their friends and creating further promotion for the brand.
Fig. 9 App Design, 2016
Fig. 8 App Design, 2016
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Fig. 10 App Design, 2016
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Fig. 11 App Design, 2016
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Lock-in events:
“As You Wish Bliss by AllSaints”. These events will be a tour in 5 major cities: London, Birmingham, Nottingham, Manchester and Glasgow. Still sticking with the brand’s music roots, I wanted to use the app as a platform to promote these events that will give customer experience, promote new artists, make the new customers feel welcome and part of the club. “AllSaints emphasizes customer experience and if people who usually can’t shop at AllSaints are given a large discount, they’re able to fully experience the stylists and the whole brand experience.” – (Takhar, 2016 appendix: page 104 - 111) This event will be collaborated with Vita Coco giving the customers that were invited in the event free 330ml coconut water plus a photo booth and music, to be able to enjoy the AllSaints scene, as a way to promote and engage with their customers. The photo booth idea will be further discussed in the route-to-consumer part of this report.
Fig. 12 App Design, 2016
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ALLSAINTS LIFESTYLE:
A unique opportunity to get to know the brand, and experience a fresh approach with live digital communication. This will be a live updates and videos of any photo shoots that are occurring on-the-go, getting to know the staff from different stores, and any style secrets the brand wants to share. Be involved with the AllSaints lifestyle and be part of the family.
Fig. 13 App Design, 2016
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This app has been designed to cater for the needs of both existing customers and the new customers ‘The New Generation of Saints’. The new target consumers are those people who have never experienced the brand. Through my secondary and primary research, it is apparent that social media apps are extremely popular in comparison with games, shopping and fitness and health. Researching All Saints background I wanted to stay true to their roots, which is their East London love. Although their website gave sufficient amount of ‘brand image’ I wanted to include a way to communicate to their consumers and make them feel like they are on-the-go with AllSaints, which is why in the app the theme of ‘lifestyle from All Saints’ have been included. This will show the way they work with different people, the locations they visit, and a fresh approach to getting to know the brand. Through a continuous process of research using both prime and secondary research utilising questionnaires and social media to be able to speak to people. I have obtained sufficient amount of data to be able to generate ideas for the Big Idea. By categorising different themes and highlighting key words it was easy to narrow the themes down which have lead to creating the final Big Idea.
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Creative Concept
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For the lock-in events poster, I have used Banksy as a visual inspiration. “Think outside the box, collapse the box, and take a fucking sharp knife to It.” – (Banksy, 2005). The raw stencil spray paint effect reminds me of the graffiti around East London where AllSaints started. I wanted to create this effect with the font of the poster while incorporating it with the Rip It Up AllSaints 2014 autumn collection. This inspiration came from ripped up posters around London, and I’ve applied this inspiration onto the promotional poster for the event. Using one of their collections as an inspiration, I have also collected other images relative to the theme. I want to stick with their love and passion for their East London roots, using these images and inspirations I am hoping to create my creative concept around this theme.
“‘Rip It Up’ was the title of the video accompanying the AllSaints AW14 collection, and so it was, ripped and layered with clashes of textures. Creative Director Will Beedle explained that his inspiration stemmed from spending time around East London and observing the walls lined with posters that are then ripped down and layered under fresh ones.” – (Visual Talent, 2014)
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“Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?” – (Scher, 2013)
Furthermore, I looked at a graphic designer Paula Scher. She was born in Washington D.C. and she is an art educator in design and the first female principal at Pentagram. In 1972 she got a career at CBS Records for the promotions department, and after two years she moved to Atlantic Records where she became the art director. Her work inspired me to create abstract overlays of words and typographies to play around with as an inspiration for the making of “As You Wish Bliss by AllSaints” lock-in events.
Fig. 14 Creative Concept, 2016
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Route to Consumer Before It is important to think of ways to communicate with the consumers and how it could be promoted. I have chosen to use Social Media as a means to promote. “Given the UK’s digital spend grew 16.4 per cent last year reaching over £8.6 billion, with 78 per cent of this rise accounting for mobile.” – (Digital Marketing Magazine, 2016) Digital Marketing has been used throughout many brands like Burberry for example, and it is a great way to adapt with today’s current technology and the future. Using the digital marketing wheel I have looked at many ways the brand can communicate to its audience digitally. Email marketing, app content and social media are a better fit when it comes to promoting a brand that is reliant on its digital existence as well as physical.
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Fig. 15 Digital Marketing Wheel, 2016
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Digital Marketing Strategy To be labeled “The New Generation of Saints”, these consumers will have to sign up and register on the app to be able to gain access to the lock-in events, and gain a new welcome card labeled “The New Generation of Saints”. Which will contain a one-off 40% discount after purchasing one item with a minimum spend of £25, through the lock-in events or in-store. This can then be used as a store credit card after the 40% discount has been used. It is important to stress that this 40% discount does not count with already discounted items, but only on full priced items and can only be used once as a welcoming from the brand. This will only apply to first time customers newly signed up to AllSaints. This way the new customers get to experience AllSaints stores and the lock-in events, get to know the brand and take full advantage of the stylists in-store giving them the full brand experience, with a promise of gaining 40% off their next shop after purchasing one item, in the hope that they will become one of the loyal customers.
Fig. 16 New Consumer, 2016
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The app will be promoted during the lock-in events, using the posters created for the event they will be given out to customers and posted around the area to create hype, and entice new customers to come into the events. The posters will also be uploaded on instagram and twitter, in the hope that the existing customers will retweet and share the event to other people. For the existing consumers, all they have to do is download the app and login similarly to the website and be able to enjoy the exclusive contents released by the brand and lock-in events. To be able to gain store credit for the existing consumers, they can refer a friend who is not an AllSaints existing customer to buy one item of clothing (£25 or more), and that friend automatically gains 40% discount off their next shop. Additionally, the friend will then be asked for their email address to be automatically signed up at AllSaints as “The New Generation of Saints”. The existing consumer will also benefit from referrals by gaining store credit; each referral is worth £5, which will go to their app. The existing consumers will have to register their phone number on the app to be able to unlock the code and get a text containing their store credit. The existing customers will become great ambassadors for the brand, by introducing new customers to be part of the loyal AllSaints team. • New customers get a welcome card containing a one-off 40% discount after purchasing one item priced at a minimum of £25 in-store or in lock-in events • Existing customers get £5 store credit every referral, which will be sent to the existing customer’s app, and can be gained by registering the existing customer’s phone number onto the app. This will send a text to the person’s phone containing the unique code for the credit that can be used in-store or online. The discount is applicable for full priced items only. • The existing customer will have to take their referred friend instore and gain the store credit after the friend has bought one item of clothing. • Both the existing and new customer will then gain their discount or store credit. • This idea both accumulates revenue and gains new customers for the brand.
Fig. 17 Lock-In Event Poster, 2016
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Fig. 18 New Generation of Saints card, 2016
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For this project, it is vital to utilize the app as a way to promote upcoming events such as the lock-in events. During the lockin events, there will be photo booths that customers are more than welcome to use, which will automatically upload and share their pictures onto their social media profiles, using the hashtags #AllSaints #AsYouWishBliss #LockIn. As a brand that releases contents on instagram and twitter, it is also a best fit to use both platforms as a way to promote the new app and the features that are incorporated with it. “Mobile is an entirely new medium and it comes with a unique way for people to interact with content. It’s all about touch, swipe, and that feeling of a fullscreen, laid-back experience — simulating the “couch surfing” vibe.” – (Dalrymple, 2013). Spotify will also be used to promote banners of the events and the bands playing on each events, to create awareness and gain exposure publicly. To be able to create a successful banner ad, it is important to make it creative and eye-catching to be able to gain brand lift and a successful promotion.
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Fig. 19 Photobooth, 2016
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Route to During
Consumer
Due to the brand already using twitter and instagram, I thought it would be a great way to make awareness of the brand and the events happening, by encouraging customers invited to the events to use hashtags and to share on social media. Social Media have been empowering and can become a great gateway for a brand if it is utilized correctly. Even though a lot of brands have done this before, it is timely and understated. The photo booth provided for the events will upload the photo of the customers on their twitter account, providing it with hashtags: #AsYouWishBliss, #AllSaints, #LockIn. This gives the opportunity for the customers who have used the photobooth to share this event and photo via their social media.
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Route After
to
Consumer
Looking at the digital marketing wheel, it is essential to consider the after part of the route to consumer. The app will still be a vital platform to use for both new and existing customers as a way of interaction and promotion. The online store will also show a promotion or banner on which city the next lock-in event appears in. Utilizing twitter and instagram will also be appropriate, especially to show “teasers� of what contents the audience can gain by owning the AllSaints app. Bloggers and journalists will be invited and encouraged to create content and write their opinion about the events.
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Fig. 20 AllSaints, 2012
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Conclusion After identifying a new target consumer “The New Generation of Saints” I have created an appropriate route to consumer to further lift the brand’s success. The events and features that have been included on the app, aims to create additional revenue but at the same time gain new consumers that are disconnected from the brand. From consideration of the secondary and primary research as well as the AllSaints brief, I felt that the discount system and referring a friend is a great way to give something to the new customers, but also catering for the existing customers. This was aimed to give the new customers a chance to explore the store, hence why the discounts are limited, and can only be gained if the existing customer takes the referred friend in-store. This will then automatically gain them the label of “The New Generation of Saints”, which will gain them access to the app and all the features and exclusive contents that comes with it. The ideas and features for the new app are a great way to enhance the brand’s communication with its existing consumers, while gaining brand new consumers who have never experienced the brand itself. This would not only welcome them physically, but also digitally through the app as part of the AllSaints brand.
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ILLUSTRATION REFERENCES BIBLIOGRAPHY APPENDIX
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ILLUSTRATIONS Figure. 1 AllSaints available: www.allsaints.com (accessed 23rd May 2016) Figure. 2 AllSaints available at: carpediem1115.wordpress.com (accessed 23rd May 2016) Figure. 3 Spray Paint available at: simonstratford.com (accessed 23rd May 2016) Figure. 4 Existing Consumer, Abigail Santos (accessed 23rd May 2016) Figure. 6 AllSaints Archives available at: www.thefashionisto.com (accessed 23rd May 2016) Figure. 7 RipItUp available at: www.allsaints.com (accessed 23rd May 2016) Figure. 8 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 9 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 10 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 11 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 12 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 13 App Design, Abigail Santos (accessed 23rd May 2016) Figure. 14 Creative Concept, Abigail Santos (accessed 23rd May 2016) Figure. 15 Digital Marketing Wheel, Abigail Santos (accessed 23rd May 2016) Figure. 16 New Consumer, Abigail Santos (accessed 23rd May 2016) Figure. 17 Lock-In Event Poster, Abigail Santos (accessed 23rd May 2016) Figure. 18 New Generation of Saints Card, Abigail Santos (accessed 23rd May, 2016) Figure. 19 Photobooth, Abigail Santos (accessed 23rd May, 2016) Figure. 20 AllSaints available at: www.faiiint.com (accessed 23rd May, 2016) Existing Consumer: Figure. 21 AllSaints available at: www.faiiint.com (accessed 23rd May 2016) Figure. 22 Music festivals available at: www.thissongslaps.com (accessed 23rd May 2016) Figure. 23 Cocktails available at: www.cruisecritic.co.uk (accessed 23rd May 2016) Figure. 24 Fiat 500 available at: www.fiat.co.uk (accessed 23rd May 2016) Figure. 25 Banksy available at: 2ndcupoftea.com (accessed 23rd May 2016) Figure. 26 AllSaints available at: www.fashionbeans.com (accesse 23rd May 2016) New Consumer: Figure. 27 Clubbing available at: www.lowcostholidays.com (accessed 23rd May 2016) Figure. 28 Studying available at: studying-in-wonderland.tumblr.com (accessed 23rd May 2016) Figure. 29 Healthy juices available at: brightside.me (accessed 23rd May 2016) Figure. 30 Consumer available at: lookbook.nu (accessed 3rd May 2016) Figure. 31Digital Marketing Wheel available at: www.bdolimerick.ie (accessed 23rd May 2016)
REFERENCES
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14 great Banksy street art photos and quotes! (2011) Available at: http://www.streetartutopia. com/?p=720 (Accessed: 18 May 2016). 2016, D.M.M. (2016) Digital marketing magazine. Available at: http://digitalmarketingmagazine. co.uk/ (Accessed: 18 May 2016). Dalrymple, T. (2013) 5 ways to publish content on mobile and grow your brand. Available at: http:// contentmarketinginstitute.com/2013/05/publish-content-mobile-grow-brand/ (Accessed: 18 May 2016). DesignFacet (2013) Paula scher interview. Available at: http://www.designboom.com/design/paulascher-interview/ (Accessed: 18 May 2016). Finch, J. (2010) AllSaints go marching in – UK label takes gothic success story to NYC. Available at: https://www.theguardian.com/business/2010/jun/11/allsaints-spitalfields-store-new-york (Accessed: 18 May 2016). Hounslea, T., Rogers, C. and McGregor, K. (2015) The drapers interview: William Kim on spreading the AllSaints gospel. Available at: http://www.drapersonline.com/people/the-drapers-interview/thedrapers-interview-william-kim-on-spreading-the-allsaints-gospel/7001890.fullarticle (Accessed: 18 May 2016). Lazazzera, R. (2016) 14 ways to use offers, coupons, discounts and deals to drive revenue and customer loyalty – Shopify. Available at: https://www.shopify.co.uk/blog/15514000-14-ways-to-use-offerscoupons-discounts-and-deals-to-drive-revenue-and-customer-loyalty (Accessed: 18 May 2016). McCambley, J. (2013) The first ever banner ad: Why did it work so well? Available at: http:// www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-adadvertising (Accessed: 18 May 2016). Talent, V. (2014) ALLSAINTS AW14. Available at: http://www.wonderlandmagazine.com/2014/02/ allsaints-aw14/ (Accessed: 18 May 2016).
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BIBLIOGRAPHY Websites: http://uk.complex.com/style/2012/03/20-graphic-designers-you-should-know/5 (accessed 18th May, 2016) https://en.wikipedia.org/wiki/Paula_Scher (accessed 18th May, 2016) http://www.allsaints.com/store_locator/ (accessed 18th May, 2016) http://www.sas.com/en_sg/insights/marketing/digital-marketing.html (accessed 18th May, 2016) https://econsultancy.com/blog/66501-how-fashion-brands-are-setting-trends-in-digital/ 18th May, 2016)
(accessed
https://uk.finance.yahoo.com/news/fashion-revival-saints-214405514.html (accessed 18th May, 2016) http://www.drapersonline.com/people/the-drapers-interview/the-drapers-interview-william-kim-onspreading-the-allsaints-gospel/7001890.fullarticle (accessed 18th May, 2016) https://www.theguardian.com/business/2010/jun/11/allsaints-spitalfields-store-new-york 18th May, 2016)
(accessed
https://www.thinkwithgoogle.com/articles/inside-google-marketing-creative-effective-banner-ads. html (accessed 18th May, 2016) Books: Chaffey, D. and Smith, P. (2012) Emarketing excellence: Planning and optimizing your digital marketing. 4th edn. New York, NY: Taylor & Francis. Tungate, M. (2005) Fashion Brands: Branding Style From Armani to Zara, United Kingdom: Kogan Page.
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APPENDIX
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