ALLSAINT SFORALL Promotional and Strategic Campaign Document
+ A philanthropic campaign initiative and brand extension.
# S TA N D F O R A L L
Delivered by
AllsaintsForALL document straetgy for mac .indd 1
ALLSAINTS PRESS
22/05/2018 09:45
Abigail Scott W15013863 Fashion Communication BA (Hons) Northumbria University
AllsaintsForALL document straetgy for mac .indd 2
22/05/2018 09:45
CONTENTS
1
C HA P T E R 1 / E X E C U T I V E SU M M A RY
5
C HA P T E R 2 / R E S E A R C H & A NA LY S I S
38
CHAPTER 3 / INSIGHT S
47
CHAPTER 4 / ARMY OF SAINT S
60
CHAPTER 5 / OBJECTIVES
63
CHAPTER 6 /
S T R AT E G Y
66
C H A P T E R 7 / I M P L E M E N TAT I O N
69
C HA P T E R 8 / M O B I L E A P P L I C AT I O N
82
C H A P T E R 9 / E V E N T D E TA I L S
107 132 139 144 147
AllsaintsForALL document straetgy for mac .indd 3
CHAPTER 10 / PROMOTION CHAPTER 11
/
LOGISTICS
C H A P T E R 1 2 / C A M PA I G N A N A L Y S I S CHAPTER 13 CHAPTER 14
/
/
VISION
IMAGE REFERENCES
22/05/2018 09:45
AllsaintsForALL document straetgy for mac .indd 4
22/05/2018 09:45
EXECUTIVE
SUMMARY
C HA P T E R 1 / E X E C U T I V E SU M M A RY This chapter defines the overall concept and idea for the brand extension and philanthropic campaign initiative.
1 AllsaintsForALL document straetgy for mac .indd 5
22/05/2018 09:45
AllsaintsForALL document straetgy for mac .indd 6
22/05/2018 09:45
EXECUTIVE
SUMMARY
A L L S A I N T S BRIEF This summer, A L L S A I N T S will focus on rejuvenating itself, introducing new platforms of interaction to reach all audiences, whilst improving transparency, charity-work and social responsibility. A L L S A I N T S wants to give its consumers more than a product, and offer experiences that connect real stories and engaging activities to excite and inspire. wants to invigorate its existing values through a new and innovative direction, utilising both online and offline platforms to increase brand awareness and interaction. ALLSAINTS
2 AllsaintsForALL document straetgy for mac .indd 7
22/05/2018 09:45
AllsaintsForALL document straetgy for mac .indd 8
22/05/2018 09:45
EXECUTIVE
SUMMARY
RESPONSE TO BRIEF / ALLSAINTSFORALL is continuously developing globally and reaching new audiences in different cities. Therefore, the brand will now expand and build an extension which can solely focus on acts of philanthropy and charitable work through engaging activities and digital innovation. This will involve updating the brands existing business model, increasing collaborative work and building a whole new network to focus on positive change. ALLSAINTS
A Philanthropic campaign initiative Brand extension & innovative Partnership Brand rejuvenation Rebuilding ALLSAINTS reputation and consumer-to-brand relationship
3 AllsaintsForALL document straetgy for mac .indd 9
22/05/2018 09:45
AllsaintsForALL document straetgy for mac .indd 10
22/05/2018 09:45
EXECUTIVE
SUMMARY
RESPONSE TO BRIEF / ALLSAINTSFORALL x Keychange Under the A L L S A I N T S F O R A L L initiative, # S TA N D F O R A L L will be launched as a pilot campaign in partnership with Keychange, helping to raise awareness surrounding gender inequality within the music and festival industry. This campaign will reflect A L L S A I N T S existing relationship with the music industry, using its influence and power to contribute to an important cause within the industry. Utilising online and offline platforms to target A L L S A I N T S ’ Army Of Saints, new audience profiles, the campaign will launch through a festival event and explored through a mobile app. This campaign will rejuvenate A L L S A I N T S and build brand and social cause awareness. Promotional content will be utilised online and offline, kept to a vintage and minimal aesthetic. The overall goal of this campaign is to empower and unite individuals together through a shared vision of equality for all. Whilst encouraging all audiences and influencers to participate in the brand’s mission, the extension of a mobile app will connect A L L S A I N T S audience and contemporise the brand.
A L L S A I N T S first mobile application under A L L S A I N T S F O R A L L brand extension.
the
Immersive festival experience with performances from industry leaders all aligned with the same values of equality. London based event and campaign, with the application being launched on the same day with immediate ticket release for London based followers. Promotional content through social media, mainly Instagram, in-store and posters spread across London.
4 AllsaintsForALL document straetgy for mac .indd 11
22/05/2018 09:45
AllsaintsForALL document straetgy for mac .indd 12
22/05/2018 09:45
RESEARCH
&
ANALYSIS
C HA P T E R 2 / R E S E A R C H & A NA LY S I S This chapter outlines the in-depth research and analysis of the A L L S A I N T S brand and gains accurate understandings of key trends, leading to the rationale of the concept.
5 AllsaintsForALL document straetgy for mac .indd 13
22/05/2018 09:45
RESEARCH
&
ANALYSIS
BR A N D OV E RV I E W
Figure 1
Established in 1994, A L L S A I N T S is a global, contemporary retail and digital fashion brand with an independent spirit. Headquartered in East London, the brand designs full collections of womenswear, menswear and accessories. A L L S A I N T S is obsessed with building a business model for the future, putting brand experience and the customer at the core of everything we do. A L L S A I N T S curates every aspect of the brand experience in-house, from store design and construction to our global web platform.
6 AllsaintsForALL document straetgy for mac .indd 14
22/05/2018 09:45
RESEARCH
&
ANALYSIS
230
stores, concessions and franchises and 3,200 global employees across 27 countries.
Figure 2
captures the creative values, attitude and raw industrial backdrop of East London, and shares this with its global community. A L L S A I N T S projects an aspirational, authentic and independent culture within their iconic products, photography and styling, music, film and digital content. ALLSAINTS
7 AllsaintsForALL document straetgy for mac .indd 15
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Ethos & Mission
Figure 3
“ A L L S A I N T S stands for being a brand leader ; our mission is to create a brand that blends cultural, fashion and music into a potent formula of desirable clothing that expresses individuality and attitude. is obsessed with building a business model for the future, putting brand experience and the customer at the core of ever ything we do. A L L S A I N T S curates ever y aspect of the brand experience in-house, from store design and construction to our global web platform... We work hard to make sure ever yone is welcome and put great emphasis on celebrating diversity and ensuring we are an inclusive place to work and shop.� ALLSAINTS
-ALLSAINTS.COM
8 AllsaintsForALL document straetgy for mac .indd 16
22/05/2018 09:45
RESEARCH
&
ANALYSIS
a
w
E x p r e s s i v e Va l u e s
R E
d
M L
u o
g s
n
d
e i
c
o
n
V i n t a g e C u l t u r e C r e a t i v i t y E xpl or ati on Independence Individuality
Figure 4
"We are very proud of the brand heritage and DNA and its distinctive and unique point of view... But, we need to keep moving and changing. We want to grow and to continue to delight and excite - to do that we must keep evolving." - Wil Beedle The A L L S A I N T S aesthetic has evolved in recent years from a raw, industrial style to an edgy. minimal and relaxed vibe that focuses on natural and vintage style photography and garmentwear. The content A L L S A I N T S produces focuses on real and cultural stories, reaching local and global audiences through fashion, music and film.
9 AllsaintsForALL document straetgy for mac .indd 17
22/05/2018 09:45
RESEARCH
&
ANALYSIS
ALLSAINTS STUDIOS / MUSIC
“Music is more important than anyone could possibly imagine. Everything that I did as a designer with A L L S A I N T S was influenced by music, by rock stars, bands, or artists… The reason we got all the press (when we first launched) and everyone else didn’t is because we had amazing music.” - Stuart Trevor in an exclusive video interview with PRS for Music A L L S A I N T S was establish and inspired by music culture and has since
contributed to the industr y through its STUDIO SESSIONS. Music is a big part of the brand, therefore it is essential to keep this evolving and developing within the brands core values and ethos.
10 AllsaintsForALL document straetgy for mac .indd 18
22/05/2018 09:45
RESEARCH
&
ANALYSIS
11 AllsaintsForALL document straetgy for mac .indd 19
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Campaign Activities
This outlines the activity and campaign development over the years since A L L S A I N T S established, helping to identify key trends A L L S A I N T S uses and how to improve the brand overall.
1994
Established in 1994 by Stuart Trevor and Kait Bolongaro, A L L S A I N T S is inspired by music, art and culture that thrived within Allsaints Road, Notting Hill, London. Starting as a menswear wholesaler, selling grunge-inspired designs to Har vey Nichols and Harrods, A L L S A I N T S has since evolved into womenswear and official opened its first store in 1997.
2006
A L L S A I N T S launches e-commerce website, 6 years after competitors, Topshop, showing slightly slower
development in comparison to other brands.
2011
A L L S A I N T S almost faced complete closure due to financial issues. However, in May 2011, citing A L L S A I N T S ’ international potential and online presence, Lion Capital LLP, the British private equity firm
headed by Lyndon Lea, combined with Goode Partners to purchase a 76% stake in AllSaints Spitalfields for £105 million. A L L S A I N T S was given a second chance, therefore a development in business strateg y was required.
2011
Whilst facing possibly closure and financial instability, A L L S A I N T S still built a charitable partnership with NotForSale to support anti-human trafficking through a capsule t-shirt collection with donations all towards the charity. This shows that despite the unfortunate financial hardship, A L L S A I N T S are a brand that believes in giving.
2011
Always keen to help out and expose new talent, A L L S A I N T S launched a new series of live events in late 2011. Therefore, ALLSAINTS launched 'Basement Sessions'. Intimate and extremely personal, A L L S A I N T S aimed to invite some well established industr y figures to wax lyrical about new music. Along the way the series will take in a raft of new music, spanning all genres and styles with All Saints uploading the first video in the ongoing series.
2012
New Creative Direction & First advertising campaign: Wil Beedle says - "a bold and confident evolution reflecting and redefining a new generation of metropolitan cool". Wil Beedle transformed the brand and initiated an advertising campaign to celebrate the brands values. This led to a new direction for the brand. Wil Beedle quoted, “The aesthetic is now updated.” This introduced content marketing strategies, shifting the focus onto real stories and engaging content that could entertain and connect with audiences.
2013
A L L S A I N T S creative film unit is launched in conjunction with Dazed and Confused, collaborating with
artists from the music and film world. “A campaign in formal terms is not necessarily brand compatible,” he revealed. “We actually contribute in channel specific means, all over the world, globally communicating our own attitude and point of view across several cultures and channels. We have more than one million people engaging with the brand ever y week so the formality and the rigid structure of a quarterly campaign doesn’t necessarily connect to the way that we want to express ourselves.” This differentiated the brand from competitors, exposing A L L S A I N T S as more than just a fashion retailer and helped to connect with audiences on a creative level.
2013
Exhibition: The Biker Project, the exhibition sees 50 one off leather jackets suspended from the ceiling with the idea to highlight the design and attitude of A L L S A I N T S ' pieces. A short film -below- accompanies the project, its focus being the brand's ongoing commitment to good quality clothing. The aim for the film and music marketing strateg y, said Beedle, is to “engage and disrupt” in what he called a “crowded environment of contemporar y content creation”.
12 AllsaintsForALL document straetgy for mac .indd 20
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 7
Figure 6
Figure 8
Figure 9
*All quotes have been received by online resources.
13 AllsaintsForALL document straetgy for mac .indd 21
22/05/2018 09:45
RESEARCH
&
ANALYSIS
2014
In-store event, Vogue’s Fashion Night Out, at the A L L S A I N T S Regents Street Store. A live DJ, Hoxton Gin bar and photo booth was provided for guests.
2015
A L L S A I N T S shifting its products to suit a broader consumer base. “Even in my time, we have been
challenged that we were always somewhere between dark grey and black but now there is a beautiful colour palette. Similarly, once we may have been seen as mainly for special occasions, but now you can wear us to work – it’s a ver y sophisticated look.” - William Kin, CEO Honor Westnedge, lead analyst for clothing and footwear at Verdict Retail, says the brand has expanded its appeal: A L L S A I N T S has been quite clever to shift the brand over the last few seasons to draw in a broader customer base, moving away from the niche positioning it once had, which was ver y edg y with a predominantly dark colour palette.”
2016
A shift in campaign strateg y to help utilise Instagram and reach social media followers: A L L S A I N T S launched a new digital and social campaign in the UK called ‘It’s up to You’ to allow shoppers to style themselves using its products without the brand forcing the idea of how they should be worn. Using the hash-tag #itsuptoyou, A L L S A I N T S wanted people to snap themselves wearing clothes they’ve bought at the retailer and post them to social media channels to be featured in an online galler y. This shows that the brand has recognised the importance of social media and its influence on creating conversation and engaging consumers.
2016
With the success of the Instagram campaign, A L L S A I N T S also used Instagram as a sales channel: Users who clicked the URL in the A L L S A I N T S Instagram bio are directed to a web page powered by software company Olapic that replicates its feed of pictures. Clicking on a picture will direct the user to buy the item featured in said picture on the A L L S A I N T S website. This was successful as in the week the feature was added, AllSaints had seen sessions from Instagram to the A L L S A I N T S website up 54 percent on the previous week, with conversions increasing by 50%.
2017
LA SESSIONS Relaunched: “We want to create awareness...Since doing Sessions, the amount of people who come into the store because they know it’s on Beverly Drive has risen. And we notice that the pieces (artists) are wearing in the videos start selling more.” - Traveena, Beverly Hills Store Manager.
2017
For the year to Januar y 28, sales grew to £303 million, with digital revenues making up around 19 per cent of the total at £57.4 million, while international sales accounted for £142.2 million or 47 per cent. This was due to new strategic developments in technolog y.
2018
Brand extension: A L L S A I N T S partners with Revlon inc. To secure a global fragrance license. This shows the product development and the brands ambition to continuously evolve and develop in different areas.
14 AllsaintsForALL document straetgy for mac .indd 22
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 10
Figure 11
Evaluation has developed and evolved in products, marketing and overall business structure. It has seen a boost in sales through technological development and social media use, implying this would be an accurate area to keep on expanding an improving. The content marketing works well with A L L S A I N T S through engaging real individuals with real consumers, therefore, this is something to consider when improving the transparency of the brand. The brand is beginning to expand its products into fragrances, meaning it is open to constant expansion and business extension ideas, therefore, it is imperative to keep the brand connected with consumers through important values and innovative technological ideas. The music and film unit was a bold and successful move for A L L S A I N T S , therefore, it is essential to keep the brand connected to music throughout its evolution and expansion. It has been 7 years since A L L S A I N T S contributed its influence and power to any charity, therefore, it is important this is updated to help make positive change. ALLSAINTS
15 AllsaintsForALL document straetgy for mac .indd 23
22/05/2018 09:45
RESEARCH
&
ANALYSIS
* A comparative offline audit to analyse the difference b e tw e en ALLSAINTS or i g i n a l f l a g s h ip s tore an d t h e n e we s t Brent Cross 2018 store.
A L L S A I N T S 2 4 0 R E G E N T S S T R E E T, L O N D O N Day & Time: Saturday, 1pm. ALLSAINTS largest store, in London’s busiest shopping destination spread across 3 floors. The overall aesthetic is industrial, grung y and dark. Studio style lights cover the ceiling and the iconic industrial sewing machine covers the walls. A grey brick layered wall and steel/grey rails and tables continue throughout the store. The table displays are kept minimal, as limited garments are displayed also. The estimated total number of customers in the store reached around 25, covering all three floors. This number does not seem to be a lot, meaning there is opportunity for the store to entice consumers into the store through engaging brand activities. The staff greeted each customer on there way, following with a goodbye on the way out, showing a friendly customer ser vice experience.
16 AllsaintsForALL document straetgy for mac .indd 24
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 12
17 AllsaintsForALL document straetgy for mac .indd 25
22/05/2018 09:45
RESEARCH
&
ANALYSIS
ALLSAINTS BRENT CROSS, LONDON Day & Time: Saturday, 12pm. This store opened in 2018, therefore shows A L L S A I N T S new and modern aesthetic. In contrast to the Regents Street store, there is no sewing machine walls, rustic and industrial decor, nor studio-style lighting. However, the rails, sewing machine stand and seating area have been replicated. This shows a development in the A L L S A I N T S brand style, which can be continued throughout the campaign, also showing a modern vibe and less industrial styling. The number of customers in the store was 5, however, the store location in the shopping centre was hidden, meaning less customers will enter. Therefore, there is more opportunity to show the store through engaging brand activities.
E VA L U A T I O N From one of the oldest A L L S A I N T S stores to the newest, there is a definite development in aesthetic and design. A L L S A I N T S has produced less industrialstyle and grung y decor in favour for light grey tones and studio-style stores instead. This shows the development of the brand and how the aesthetic is becoming more appropriate for a wider audience. There are still elements of the old store, however, they’re is a definite change in layouts and how the brand has chosen to be represented.
18 AllsaintsForALL document straetgy for mac .indd 26
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 13
19 AllsaintsForALL document straetgy for mac .indd 27
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Online Audit Site
Users
994,378
Frequency
1 post a day at either 12pm/6pm. They keep this consistency on most of their social media accounts, showing loyal operations and processes, allowing the follower to know when to expect a post. This shows a safe and relaxed approach to social networking. Average post likes: 80 Average post comments: 2 Average shares: 2 Automatic message bar : “ Typically replies within an hour”
Levels of engagement
Perceived audience
Content type
Improvement & Opportunity
The consumer reflects the laid-back style of the Facebook account, not forcing too many posts onto followers timelines also obtaining its exclusivity. Product information and advertising, links to website. “Spotted in AllSaints” - including influencers and consumers in their posts wearing the products. Campaign information and updates. More frequent and engaging posts including competitions to drive likes, comments and shares.
Site
Users
97,800
Frequency
2 posts a day var ying in different times each day. Posts var y in time each day.
Levels of engagement
Average retweet: 1 Average favourite: 6 Low levels of engagement. ALLSAINTS follows 477 accounts including industr y professionals and celebrities. The brand interacts with consumers by liking their posts and following back occasionally. Audience will be loyal followers of the brand, however do not believe it is important to share the posts or favourite them, meaning twitter is not an important social media platform. Consumer favours content and exclusivity rather than generic tweets.
Perceived audience
Content type Improvement & Opportunity
Similar to facebook, all posts link to website, describing products and campaigns. Conversations about products and campaigns should be created via competitions and questionnaires to engage followers.
20 AllsaintsForALL document straetgy for mac .indd 28
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Site
Users
564,000
Frequency
Post 1 image ever yday around 12pm GMT time, currently holding 2,603 posts of photos and videos. The brand aims for a consistent 8 new images and videos on their stor y. This is their main Instagram account, however they have smaller accounts dedicated to different countries/cities and stores, posting similar content to the main Instagram account. Average post likes: 6,000 Average post comments: 30 Allsaints appears ver y exclusive and doesn’t follow any other Instagram account. The brand engages with consumers by replying to certain comments each day, helping to explain products and create conversations with consumers to build connections. The brand does not appear to collaborate and lacks in following influencers and its on workers or other inspirational accounts. Allsaints gives consumers the option to ‘tap and buy’, provided by.. This engages consumers by directing them instantly to the product they have seen on the Instagram account. They encourage the #allsaints, engaging with consumers by using their images and uploading them onto their account. This makes the consumer feel special and praised by the brand, meaning they will buy more so they can feature on the page and feel included within the brand. The perceived audience is older, as the account has less followers then competitors. This shows that the youngest generation, who use instagram the most, are least likely to follow the account as it does not appeal to them. Personality traits include chilled out, old-school, free-spirited and minimal. The type of consumer that would follow this account would look for inspiration in vintage/retro styles and a raw, authentic attitude. The consumer is laid-back, natural and interested in exploring culture and music. The content varies in images and videos of the brands products, studio sessions and campaign documentaries. The brand connects to a real audience, by using Instagram users as models a marketing tool and uploading images of them wearing the products. Images from the e-store (modelling the products) are uploaded on to the account, showing the consumers what they are selling and describing the products e.g. ‘Cover up | the Evelyn Comet Coat, made with grey days in mind’ Offers and discounts are shown through ‘Gifs’, making consumers aware and encouraging them to shop by saving money, acting as an incentive. They also tr y to keep the consumers aware of what they are doing each day, creating a life style brand e.g. ‘ AllSaints arrives at the Rockefeller Centre, New York. Find our pop-up store on 5th Avenue.’ A consistent use of content, however, more posts will drive engagement and followers. They lack in social media campaigns, thus this would be an opportunity to engage further with their consumers and create digital conversations surrounding the brand and their stories. Posts surrounding questions and social/cultural issue/international days will engage conversations and increase comments and likes.
Levels of engagement
Perceived audience
Content type
Improvement & Opportunity
21 AllsaintsForALL document straetgy for mac .indd 29
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Site
Allsaints.com
Users
Worldwide
Frequency
Updates seasonal campaigns and new in products seasonally.
Levels of engagement
Orders, helpline and video/music videos.
Perceived audience
Audience for website is mainly younger consumers who prefer to shop online and have time to watch their studio sessions. The website is available to ever y consumer and audience. About, Products, careers, press, campaigns, film and music platform.
Content type
Improvement & Opportunity
The website sometimes glitches, meaning certain pages cannot be accessed. Engagement with influencers and celebrities to capture audiences attention would increase interactivity. It is difficult to find the brands About Us page, therefore this could be altered for easier access. A page that shows the brands charity campaigns and activities.
Site
Youtube
Users
23,946
Frequency
Currently 111 videos Average posts: 2 videos ever y month for 5 years.
Levels of engagement
Average video views: 300,000 Average comments: 2 Posts consist of promotional videos, with consumers tending to watch from the website rather than commenting on Youtube.
Perceived audience
The video viewing is not consistent, meaning there is not much loyalty with consumers and the Youtube channel. The audience will most likely watch the videos on the website, which will link to Youtube. Videos include promotional campaigns, music sessions and documentar y style films.
Content type
Improvement & Opportunity
The brand favours content creation rather than traditional ad campaigns, therefore should consistently make more films and music channels to engage consumers.
22 AllsaintsForALL document straetgy for mac .indd 30
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 14
It is apparent that Instagram is the most popular social media site of today, and A L L S A I N T S is dedicating most of its time to it. However, the brand remains ver y exclusive and isolated by not following any other accounts and only posting two times a day. Instagram is becoming a main source of shopping for many people, therefore, A L L S A I N T S needs to utilise this platform more efficiently and regularly to connect and engage with its followers. Many competitor brands have a much larger following than A L L S A I N T S , many with over a million followers. A L L S A I N T S is a respectable band and has been established since 1994. Therefore, A L L S A I N T S needs to improve its quality and content to increase following which will increase popularity of the brand.
23 AllsaintsForALL document straetgy for mac .indd 31
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Market Positioning
HIGH QUALITY ACNE STUDIOS TED BAKER
ALLSAINTS
FRENCH CONNECTION URBAN OUTFITTERS TOPSHOP ZARA
LEVI
H&M
HIGH PRICE
LOW PRICE
AMERICAN APPAREL
PRIMARK
LOW QUALITY
24 AllsaintsForALL document straetgy for mac .indd 32
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Philanthropic Brand Positioning
HIGH PROFILE STELLA MCCARTNEY ACNE STUDIOS LEVI FRENCH CONNECTION AMERICAN APPAREL ZARA H&M
PRIMARK
high PHILANTHROPY
LOW PHILANTHROPY
ALLSAINTS
LOW PROFILE These graphs show the positioning of A L L S A I N T S within the market and its position within philanthropy acts amongst other ethical and charitable brands. A L L S A I N T S is a high-profile/high-quality brand, however, its exclusivity is not acceptable in today’s market place, as consumers want to see more engagement and content that promotes positive change and ethical practices. STELLA MCCARTNEY dedicates its brand to ethical practices, using ethical materials. A L L S A I N T S does not follow these rules as it uses Lambs-leather for most of its products. Therefore, a new platform dedicating itself to charity work could potentially disconnect the brand from unethical behaviour.
25 AllsaintsForALL document straetgy for mac .indd 33
22/05/2018 09:45
RESEARCH
&
ANALYSIS
DIESEL ESTABLISHED 1978 STRENGTHS + Established luxur y lifestyle brand catering to a young adult market. + Exclusiveness strateg y. + Strong advertising and celebrity influencer marketing. + Early established presence onto the internet, over 1.4million followers on Instagram. + Wide range of products and recognised products/logo. WEAKNESSES + Designer jeans are dropping in sales due to fast fashion and cheaper denim products. + The counterfeit market affects the sales of DIESEL due to easily copied logo.
ACNE STUDIOS ESTABLISHED 1996 STRENGTHS + High quality products with recognisable aesthetic. + Active on other platforms including social media and print, with high followings. + Consistent updates and unusually collaborations keeping the brand relevant and interesting. WEAKNESSES + Slow expansion. + Appeals to a younger audience, however has a high price range. + Has shown gender equality though diverse campaigns reflecting a developing society. + Not many stores especially in the UK, this contrasts with ALLSAINTS meaning ACNE will have less physically interaction opportunities with consumers.
26 AllsaintsForALL document straetgy for mac .indd 34
22/05/2018 09:45
RESEARCH
&
ANALYSIS
Figure 15
27 AllsaintsForALL document straetgy for mac .indd 35
22/05/2018 09:45
RESEARCH
&
ANALYSIS
RELIGION ESTABLISHED Early 90’s. STRENGTHS + Has concession stalls in large, respected department stores such as Fenwicks. + Edg y, grunge aesthetic and devoted to British culture, London East end and music, similar to ALLSAINTS. WEAKNESSES + Only 37.7K followers on Instagram, not recognised. + Only 3 countries hold stores, with only 1 store in the UK. + Small audience and small market-share. + Lack in product variety.
FRENCH CONNECTION ESTABLISHED 1972 STRENGTHS + Recognised aesthetic and established brand. + High quality clothing at middle market price point. + Collaborations with influencers and celebrities. + Online and offline platforms to interact with followers and consumers. + Has infiltrated the home-wear and furniture marketplace. WEAKNESSES + Low following on social media for a long-term established brand. + Specific audience means less sales and variety for other consumers. + Loosing market share due to slow adaptation to up and coming trends. + Lack of transparency proof.
28 AllsaintsForALL document straetgy for mac .indd 36
22/05/2018 09:46
RESEARCH
&
ANALYSIS
Figure 16
29 AllsaintsForALL document straetgy for mac .indd 37
22/05/2018 09:46
RESEARCH
&
ANALYSIS
Internal
S
STRENGTHS +Continuous recognised aesthetic and brand identity/image +Established brand +Globally recognised and continuous expansion +Social media presence +Culturally aware +Blends creative cultures and platforms together : fashion, music and film. +Live studio sessions, promoted on blog +References to ethical behaviour under the +Modern slaver y act and Not for sale initiative +Buy less buy well structure +In-house creative +Building a business model for the future
w
WEAKNESSES
+Limited advertisement and campaigns +Profits in 2012 fell, business almost collapsed: Financial difficulty +High price point and on the high street market +Downsizing +Real leather - unethical +Bankrupt - store design +Lack of diversity and consumer engagement +Lack of social media presence and interaction - does not follow anyone +Consumer engaging activities +Lack in philanthropic activities more ethically aware consumers
30 AllsaintsForALL document straetgy for mac .indd 38
22/05/2018 09:46
RESEARCH
&
ANALYSIS
External
o
OPPORTUNITIES +New market technologies new advertising strategies to raise brand awareness +Stor ytelling the brands own values +New styles and trends +Push the boundaries within their existing business structure +Lower price collections Sustainable materials +Exploring new communities and creative scenes +London based campaign to support diversity +Digital innovation e.g. blog, app +Events and interaction to infiltrate the experience economy +Generation z 40% of market by 2020
t
THREATS
+Rapid changing trends and fast fashion +High competition +Economic climate +New styles may detract away from authenticity +Digital innovation +Ethically minded consumers
The swot analysis findings has shown that A L L S A I N T S lacks in engaging content and current up-to-date marketing methods, falling behind competitors in consumer engagement and digital innovations. A L L S A I N T S lacks in ethical and social responsibility, using leather as its main material for products. The brand can change consumer opinions by introducing acts of philanthropy and charitable campaigns to show better transparency through ethical activities.
31 AllsaintsForALL document straetgy for mac .indd 39
22/05/2018 09:46
RESEARCH
&
ANALYSIS
Primary Insights * Au d i e n c e fe e d b a ck : Q u e s t i ons s u r rou n d i ng t h e re d e ve l opm e nt of and audiences views on how the brand can improve itself.
ALLSAINTS
w w w. s u r v e y m o n k e y. c o . u k / r / X P K K S L L
NO
NO
YES
Would you be more interested and more willing to buy from brands that show ethical values and support important social movements?
YES
NO
Do you think A L L S A I N T S engages with its audience/consumers enough?
YES
Do you believe that brands should provide consumers with more transparency? (Transparency: public disclosure of brands activities regarding ethical practices, goals/ commitments etc.)?Â
YES
IT DOESN’T MATTER
Do you believe A L L S A I N T S provides transparency and ethical behaviour?
32 AllsaintsForALL document straetgy for mac .indd 40
22/05/2018 09:46
RESEARCH
&
ANALYSIS
Evaluation A total of 34 respondents participated within the primar y research conducted by A L L S A I N T S . This sur vey was published onto the Facebook and Instagram to reach online users, reflecting the online-driven campaign for A L L S A I N T S . The responses informed A L L S A I N T S that consumers believe the brand has little transparency and would like to see a lot more. The responses also suggest that ALLSAINTS should engage with the consumers more. This implies more brand interaction and engagement activities should be initiated across various platforms.
33 AllsaintsForALL document straetgy for mac .indd 41
22/05/2018 09:46
RESEARCH
&
ANALYSIS
POLITICAL + Donald Trumps controversial actions and activities affecting the world. + Brexit has led to a time of uncertainty, meaning companies and consumers will take less risks to ensure stability. +As a global brand, Brexit will affect the relationships and communications between the UK and European stores offered by A L L S A I N T S . + Geopolitical instability and terrorism create worldwide fear. + Unwillingness to move into new markets and products due to instability in political areas.
ECONOMICAL + Brexit has added strain onto many brands especially within London, decreasing the value of the Sterling. A L L S A I N T S store in Brent cross shopping centre moved to a smaller location within the mall, proving the increase in rent pricing. This allows opportunities to focus on online experiences. Brands will need to focus more on consumer experience and offering unique ideas to encourage consumers to spend their money in a time of uncertainty. + High unemployment within the UK, thus more events by A L L S A I N T S could provide individuals and more companies with opportunities to collaborate. + Consumers buying power has increased, with the younger generation providing this.. 2020 will be 40% this means allsaints will need to cater to them to stay relevant and increase sales. + The level of competition from new and innovative brands will affect A L L S A I N T S sales and profit margin. + Retailers are reliant on discounts and offers to drive sales which is trending in 2018 (Drapers). This could highly affect profit margins however is relevant to compete against other brands. A L L S A I N T S could offer a student discount to engage with younger consumers.
34 AllsaintsForALL document straetgy for mac .indd 42
22/05/2018 09:46
RESEARCH
&
ANALYSIS
SO CIO-CULTURAL + With constant change the fashion industr y is working faster than ever to develop and cater to new consumers. A L L S A I N T S sticks to original styles and less conventional ways of operating, thus this could see the brand struggle as consumers are constantly looking for new, innovative methods and products from brands. Influencer marketing is increasing to encourage consumers to buy products and interact with celebrities.
TECHNOLO GICAL + Online shopping is increasing, along with online-only clothing brands. These clothing brands tend to dominate the social media landscape, leaving traditional stores behind. A L L S A I N T S is constantly expanding globally, however, they need to keep up-to-date and digitally innovative to stay relevant.
+ Social media is constantly increasing in popularity. A L L S A I N T S needs to work with social media more to gain followers and interact with their consumers, it is a requirement of all brands now to stay ahead. + Consumers are looking for brands to reflect a developing world, and to become activists leading equality and diversity within the fashion industr y. Gender equality can be shown through unisex collections and the removal of the pink tax. Cause marketing also offers consumers with ethical solutions.
+ Mobile transactions are increasing (The State of Fashion 2018), meaning the end to end transaction is through mobile use. This could be damaging to A L L S A I N T S as they do not have an app where they can build an online community. + Personalisation is a key trend in 2018, meaning brands must cater directly to the individual consumer. A L L S A I N T S needs to build stronger relationships by offering their consumers with products that can be specific to them rather than sticking to their own current style. This can be shown through digital customisation opportunities online and offline.
+ 100 years for women’s rights to vote within the UK, therefore the demand for female equality is greater then ever. More female empowering movements are starting this year in 2018, therefore A L L S A I N T S should support these organisations.
35 AllsaintsForALL document straetgy for mac .indd 43
22/05/2018 09:46
RESEARCH
&
ANALYSIS
LEGAL + While the Brexit negotiations continue, at domestic level a number of policy changes are set to affect UK retailers in 2018. In April, the national living wage for over-25s will increase by 4.4% to £7.83 per hour. In the same month, new rules to tackle the gender pay gap will require all British companies with more than 250 employees to publish figures breaking down their pay.
ENVIRONMENTAL + Brands are impressing consumers by promoting themselves as eco-friendly and sustainable brands. There are new brands that are catering completely to an ethically minded consumer, however, many traditional brands are engaging with collaborations and new production methods to contribute to an ethical supply chain. This can be seen through brands such as H&M and they’re recycling methods. A L L S A I N T S should improve their transparency through regular charitable and ethical campaigns and slowly change their production methods, whilst making this notably to the consumer and world.
+ The General Data Protection Regulation (GDPR) will come into force in May, and will require more transparency from retailers over how they use customers’ personal data. Failure to comply will result in fines of up to €20m (£17.8m) or 4% of annual global turnover, whichever is greater. A L L S A I N T S should use this to show greater transparency and ethical values through engaging campaigns.
A L L S A I N T S could suffer from the rise of veganism due to their Lambskin leather products. A change in material to faux leather could see an increase in sales towards a younger consumer who tends to be more ethically conscious. +
+ Charitable organisation are increasingly collaborating with fashion brands to help improve the world. This could have an effect on A L L S A I N T S by increasing transparency and providing charitable brand stories to connect with consumers.
36 AllsaintsForALL document straetgy for mac .indd 44
22/05/2018 09:46
RESEARCH
&
ANALYSIS
Figure 17
37 AllsaintsForALL document straetgy for mac .indd 45
22/05/2018 09:46
“In times of extremism and uncertainty, we are seeing powerful reactions to events around the globe. It’s time to be proactive. Our job is to cut through the chaos, open up dialogues and propose creative solutions for the future.” - WGSN, 2018. AllsaintsForALL document straetgy for mac .indd 46
22/05/2018 09:46
CHAPTER 3 / INSIGHT S This chapter outlines trend reports, facts and general societal affairs to determine the values and direction of the proposed campaign, business extension and overall concept.
38 AllsaintsForALL document straetgy for mac .indd 47
22/05/2018 09:46
INSIGHTS
Digital Innovation / Mobile Consumers have been mobile-first for a while now : mobile data traffic has surpassed that of desktop, and half of Millennials spend more than three hours ever y day on their devices. Consumers turn to their mobile phones for research, covering ever ything from inspiration to price comparison, spending an average of six hours per week on researching fashion on their phones. (The Business Of Fashion)
“Adobe into the UK’s content consumption habits, millennials spend an average of 8.5 hours a day reading, watching, creating and engaging with content on their devices. If this sounds high, it is above the UK average of 6.9 hours, but well below that of the generation below them. According to the research, Generation Z spend a whopping 10.6 hours engaging with online content ever y single day.
Mobile apps have broken geographical barriers and consumers are starting to enjoy a seamless buying experience. This sends an abundantly clear message to fashion retail businesses ever ywhere – there’s no smarter and more efficient way to connect with consumers than this. (BuildFire, 2018)
The sur vey 1,000 UK consumers found that the smart phone is by far the most popular method of content consumption. Millennials spend an average of 5.2 hours a day consuming content on their phones, compared to 5.9 hours for Gen Z.” (Marketing Tech News, 2018)
Looking at A L L S A I N T S previous digital innovation techniques and trends and development in the digital area, it is apparent that mobile use is higher than ever. Therefore, it is imperative that ALLSAINTS penetrates the mobile application sector to help connect and engage with consumers directly, efficiently and easily. The biggest users of mobile applications are generation Z and millenials, showing that a mobile app catered towards these audiences would be an efficient way to capture their attention.
39 AllsaintsForALL document straetgy for mac .indd 48
22/05/2018 09:46
INSIGHTS
Figure 18
Figure 19
Figure 20
40 AllsaintsForALL document straetgy for mac .indd 49
22/05/2018 09:46
INSIGHTS
Generation Z / Ethical, Digital, Experience. “Gen Z is represented by a want for speed, flexibility and efficienc y , which offers them the ability to multitask in a fast paced environment, make decisions with a snap and appeal to values that they can rationalise. We see start-ups and brands appealing to this desire for flexibility in both work and social life and that informal or playful modes of communication are cutting through the clutter. When looking at how this generation values trust, brands that engage in ethical activities have a higher likelihood of gaining this trust.” (Mintel, 2018)
“Powering up inclusivity and ethics - A new sense of vitality and change will arise, powered globally by youth and by groups that did not previously have voices. These newly empowered, often optimistic and aspirational
individuals will demand transparenc y, ethics and social conscience from both countries and corporations. Design will be focused on doing rather than just producing, and design thinking will take on a new sense of purpose.” - (WGSN, 2018)
“According to Futurecast data, 60% of Gen Z consumers will support brands that take a stand on issues they believe in regarding human rights, race and sexual orientation. So far the defining issue facing Gen Z today is social equality, with Futurecast data finding that they are getting behind racial equality (72%), gender equality (64%) and sexual orientation equality (48%).” - Gen Z: Ethical Retail Strategies, WGSN 2017
“ They are a generation driven by values, with 68% identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behaviour.” Whilst A L L S A I N T S will improve its inclusivity and ethical/social responsibility, it is important for the brand to recognise who are the most important consumers of the future, and how to cater towards this generation. A L L S A I N T S will innovate its brand to connect and educate a younger audience, who value ethics, equality and inclusivity. They value brands who respect their values and want to engage with brands that offer more than just a product. Therefore, A L L S A I N T S will need to create a platform that can be dedicated to ethical practices and charitable work. Fashion Revolution - Brand Transparenc y For Fashion Revolution, transparency means public disclosure of brands’ policies, procedures, goals and commitments, performance, progress and real-world impacts on workers, communities and the environment. This can be translated into brands providing more ethical practices and philanthropic activities to help consumers understand and connect through critical causes. - (Fashion Revolution, 2018)
41 AllsaintsForALL document straetgy for mac .indd 50
22/05/2018 09:46
INSIGHTS
Figure 21
Figure 22
Figure 23
Figure 24
42 AllsaintsForALL document straetgy for mac .indd 51
22/05/2018 09:46
INSIGHTS
Gender (In)Equality in Music 2018 “A new study by the USC Annenberg Inclusion Initiative finds that over the last six years, women have been vastly under-represented in popular music. The study analysed 600 songs from the Billboard Hot 100 released between 2012 and 2017 and found only 22 percent of those songs were by female artists. Even fewer songs – 12 percent – had female song-writing credits. But the greatest culprit of the gender gap, the findings suggest, is in the recording studio.” - (Rolling Stone, 2018)
+ 53.6% of those working in the UK music industr y are male + This figure drops to 32.7% between the ages of 45 and 64 + Women make up just 30% of senior executive roles in the UK music industr y, despite making up more 60% of interns and 59% of entr y-level business roles. + PRS for Music report that their membership of song writers is currently only 16% female. - (MusicIndie, 2018)
“In the UK in 2017, women made up 26% of the line-up in a sample of large music festivals and less than 10% of headliners in a survey conducted in the US.” - Keychange.eu
2018 has been an empowering year for women with key movements including #MeToo and #TimesUp fighting against sexual harassment and stimulating a strong determination for gender equality. However, it is apparent that gender inequality is still prevalent. It is vital for influencers and brands to engage with their audiences to help encourage these key values and missions. 2018 also marks 100 years of women’s rights to vote, along with recognition of gender inequality within music festivals. A L L S A I N T S aims to use its festival to initiate gender equality for the artists, influencers and collaborators it works with, inspiring change.
43 AllsaintsForALL document straetgy for mac .indd 52
22/05/2018 09:46
INSIGHTS
Figure 25 Figure 26
Figure 27
44 AllsaintsForALL document straetgy for mac .indd 53
22/05/2018 09:46
INSIGHTS
The Experience Economy “Members of Gen Z who prefer spending their money on experiences cite socialising with family and friends (71%), events (55%) and travelling/vacations (51%) as key. Retailers can certainly play a part in the first two of those experiences and PwC said that Gen Z shoppers indicate that with stores moving away from shelves and registers “to create entertaining and engaging retail spaces,” they will keep coming back to their favourite brands because of the full in-store experience. Technolog y has a part to play in this too and PwC said that retailers that value customer-facing technolog y activities “report revenue growth and profit margin increases above 5% for the past three years.”” (WGSN, 2018)
“... Regardless of age, gender, income, or geography — believe it’s essential for people to come together in person to promote positive change. And for millennials specifically, more than a quarter of them have attended a political event in the last year. They believe participation outweighs online actions like signing petitions and taking surveys... 84% of people believe that all types of events can inspire positive cultural and political change. This includes things like fundraisers, festivals, or even a fun run — anything that raises awareness and promotes community.” (EventBrite, 2018) The experience economy stems from a desire to connect more authentically. Four out of five millennials say that attending live events makes them feel more connected to other people, the community, and the world. Similarly, while many people build their personal brand online, millennials view attending events as a powerful way to express themselves. 73% of millennials say attending a live event is a form of self-expression, versus just 48% of other generations (EventBrite, 2018). The RealReal has stated that 2018 is the year of the pop-up, suggesting that interactive and immersive experiences are key in creating consumer loyalty and satisfaction (The RealReal, 2018). Although Allsaints continues to expand their stores globally, there is no evidence of engaging events that excite and create conversation for consumers. The festival, acting as a press launch also, will show a sign of innovation and generate buzz and show A L L S A I N T S as a brand that values its consumers lifestyles and experiences.
45 AllsaintsForALL document straetgy for mac .indd 54
22/05/2018 09:46
INSIGHTS
Figure 29
Figure 28
Figure 30
Figure 31
46 AllsaintsForALL document straetgy for mac .indd 55
22/05/2018 09:46
AllsaintsForALL document straetgy for mac .indd 56
22/05/2018 09:46
AUDIENCE
CHAPTER 4 / ARMY OF SAINT S This chapter outlines the three audiences profiles which have been created using real consumers through the A L L S A I N T S Galler y. As an inclusive initiative, it is important to reach all audiences through accurate means of promotion and tactics.
47 AllsaintsForALL document straetgy for mac .indd 57
22/05/2018 09:46
AUDIENCE
Au d i e n c e D e m o g r ap h i c Prof i l e s previously aimes itself towards individuals and audiences interested in culture, music and art through edg y, distressed, dark-colours and raw styling. However, the brand has continued to evolve through styling and colour palettes to less grung y attire. The A L L S A I N T S consumers all have similar values of independence and attitude, not caring what others think and making their own rules of style. ALLSAINTS
Past
Saint
Figure 32
+ 22-28 + Aspiring musician. + Owns his own bar/music store. + Living in North-West London, Camden with friends. + Music taste: Rock, Indie. The Script, Kings Of Leon & Red Hot Chilli Peppers. + Style: Grung y, laid-back, dark colours and distressed. + Goes to local bars and live concerts with friends and band mates. Intellectual, visits local museums and enjoys travelling around the world, experiencing new cultures and music. + Class C1: Lower Middle Class + ALLSAINTS is an investment piece, the leather jacket is worn ever ywhere. + Fully qualified, Degree in music, arts and drama. + Fashion Icons: Mumford and Sons.
48 AllsaintsForALL document straetgy for mac .indd 58
22/05/2018 09:46
AUDIENCE
Older
Saint
Figure 33
+ 45-55 + Living in Rural London. + Class A: Upper Middle Class + Occupation: Ex-musician, Director, Manager, Business owner in creative field. + Music taste: Red Hot Chilli Peppers, Acoustic, James Bay + Style: Laid-back, distressed, dark-colours, tailored. + Used to live a fast-paced, party lifestyle whilst working in the city. Now lives in rural West London with family and works from home. + Hobbies include music, writing, travelling. + Wears almost all ALLSAINTS and other designer items that fit the grungy, youthful and laid-back style.
49 AllsaintsForALL document straetgy for mac .indd 59
22/05/2018 09:46
AUDIENCE
Figure 34
+ 30-40 + High level of disposable income + Style: Oversized, dark colours, relaxed, comfortable and + Music taste: Pop, Indie. + Lives in Notting Hill, London. + Occupation: Media Production, Fashion industr y. + Class B: Middle Class + Healthy lifestyle, occasionally goes out to well-known bars and enjoys time with friends. + In a relationship, and is looking to settle down, whilst still tr ying to balance a fun social life. + Fully qualified, education in marketing and business. + Fashion Icons: Kate Moss, + ALLSAINTS is a regular buy, usually stocking up in dresses and jeans.
50 AllsaintsForALL document straetgy for mac .indd 60
22/05/2018 09:46
AUDIENCE
Figure 35
+18 - 25 + Student, Intern, blogger, young creative. + Digitally savvy, strong social media presence. + Living in East London, Shoreditch. + Strong ethical values and is inspired by activists of today. + Style: Nostalgic, street-inspired, + Follows their own rules, admires individuality, authenticity and independence + Music taste: Dance, Indie. + Fashion Icons: Jorja Smith and Dua lipa. + Lives a healthy lifestyle + Middle/Lower Class, either supported by parents or student finance. + ALLSAINTS is a brand that they admire, but haven’t yet invested. + Aims to travel around the world.
51 AllsaintsForALL document straetgy for mac .indd 61
22/05/2018 09:46
AUDIENCE
ARMY OF SAINTS The campaign will be targeted towards existing consumers along with a new consumer profile that will be created in conjunction with this campaign. The audience will be younger, aiming to engage with Generation Z’s values and beliefs of gender equality. The campaign will aim to teach younger audiences to help fight against gender inequality within the music industr y and engage with the A L L S A I N T S brands. A new consumer report will be created to cater the campaign towards specific audiences. A pitch presentation will be created to present new consumer profiles for the A L L S A I N T S F O R A L L campaign, which will help the campaign to stimulate all audiences. Using
# A L L S A I N T S galler y, primar y research from A L L S A I N T S consumers and combining the audience profiles stated previously, the Army Of Saints has been identified by looking at which individuals are supporting the brand and who the brand should aim the campaign towards, including all audiences. From the individuals that have uploaded images, A L L S A I N T S is able to identify the different personality traits, styles and hobbies each consumer has. Travel, art, fashion and music are main focal points of each consumer, reflecting A L L S A I N T S main values. They all lead different lives, but share the same values and interests.
52 AllsaintsForALL document straetgy for mac .indd 62
22/05/2018 09:46
AUDIENCE
Figure 36
53 AllsaintsForALL document straetgy for mac .indd 63
22/05/2018 09:46
AUDIENCE
Primar y :
Modern
Saints
These saints are A L L S A I N T S primary loyal consumers and regularly invest in the stores products, they have grown up with the brand from grungy to edgy-chic, and now create their own individual styles. These live in the city, they are travellers, bloggers and make their own rules for life. They love to explore, socialise and use A L L S A I N T S as their primary fashion retailer. This audience has grown up with the brand, helping A L L S A I N T S to develop its style and aesthetic through its consumers. They have a strong passion for music and value experiences and living in the moment. They’re always attending music festivals and socialising. They love living in London, however want to express and find themselves by exploring different cities and cultures. Age / 25-35 Gender / All Genders How to reach / Email & Instagram, Offline advertising: Street Posters Interests / Digital & Physical experiences
54 AllsaintsForALL document straetgy for mac .indd 64
22/05/2018 09:46
AUDIENCE
Figure 37
55 AllsaintsForALL document straetgy for mac .indd 65
22/05/2018 09:46
AUDIENCE
S e condar y :
Urban
Saints
The urban saints are slightly older and have a career in the city, devoted to succeeding and working hard to achieve their ultimate goals. They are slightly older than the Modern Saints, and have used A L L S A I N T S as a go to style for their work and social lifestyles. A L L S A I N T S will target these saints primarily through email notifications and offline advertising. These saints are less likely to use social media, however they follow the brand and welcome innovation and change, as part of their own values. These saints look after themselves, regularly treating themselves through relaxing and de-stressing activities. Age / 35-50 Gender / All Genders How to reach / Email, Offline City advertising & In-store promotion. Interests / Physical experiences
56 AllsaintsForALL document straetgy for mac .indd 66
22/05/2018 09:46
AUDIENCE
FEARLESS. SUCCESSFUL. LOYAL.
Figure 37
57 AllsaintsForALL document straetgy for mac .indd 67
22/05/2018 09:46
AUDIENCE
Targe t :
Regenerated
Saints
These saints are still growing up and learning what it means to live in a world desperate for change. They want to be part of equal and diverse movements that support change. They are in the Generation Z and Young millennial sector, they have grown up demanding more from bands, looking for them to act as a force for change in a polluted world. These individuals still need help learning, and believe in independence and authenticity. They are creative and push the boundaries in every aspect of their lives. The regenerated saints are natural, have a strong attitude that helps them to succeed. They are new to A L L S A I N T S , and encourages ethical behaviour, interacting with the brands social media more than any other saints. These saints are the biggest supporters of A L L S A I N T S new campaign initiative, and strong lovers of music and nostalgic styling, therefore will be the biggest connectors. The regenerated saints aim to live in London and aspire to bring positive change, their own create values and ideas to wherever they work and go. They are the happiest to see A L L S A I N T S develop and increase their brand activities. Age / 15-25 Gender / All Genders How to reach / Instagram / Offline advertising: Street Posters Interests / Digital & Physical experiences
58 AllsaintsForALL document straetgy for mac .indd 68
22/05/2018 09:46
AUDIENCE
LOVE LOVE LOVE INDEPENDENCE.EQUALITY.DIVERSITY.TIME FOR CHANGE.
Figure 38
59 AllsaintsForALL document straetgy for mac .indd 69
22/05/2018 09:46
AllsaintsForALL document straetgy for mac .indd 70
22/05/2018 09:46
OBJECTIVES
CHAPTER 5 / OBJECTIVES This chapter informs the business, PR and philanthropic objectives for the proposed business extension and campaign concept. As a large project, many objectives have been implemented to create an effective strategy.
60 AllsaintsForALL document straetgy for mac .indd 71
22/05/2018 09:46
OBJECTIVES
Business Objectives Penetrate the mobile app and festival market place to update the brand and creative a more efficient tool of communication to connect with consumers. To diversify and broaden the audiences, reflecting the values of the campaign and brand. To increase brand awareness and interaction by 30%. To update and improve corporate and social responsibility. To increase and maximise profits through social media activities and engaging activities.
PR Objectives To influence the media into positive response through high-quality content. To rejuvenate the brand and rebuild ethical reputation, and rebuild reputation which suffered during financial crisis leading to less charitable content. To generate buzz and conversation across online and offline platforms and influence consumers using respectable ambassadors. To distinguish and clarify the brands identity from competitors by introducing inclusivity over exclusivity. To establish a strong high-quality profile and relationship with charitable organisations and key influencers.
61 AllsaintsForALL document straetgy for mac .indd 72
22/05/2018 09:46
OBJECTIVES
Philanthropic Objectives To be a leading retailer and build A L L S A I N T S own charitable extension, putting a strong focus onto philanthropic acts. To ensure high-quality and highly-effective charitable content that secures positive change of inequalities within fashion, film and music. To partner-up with keychange to help A L L S A I N T S F O R A L L understand specific facts and statistics surrounding the lack of female artists in the music industry. To connect with consumers through shared ethical values to improve brand trust and reflect their values of philanthropy. To improve brand transparency in terms of making A L L S A I N T S ethical and humanitarian values apparent through inclusivity and equality.
Audience Objectives To be an inclusive platform and encourage audiences from all ages, race, sex and gender, reflecting the inclusive nature of the campaign. To target a new audience of younger consumers to educate and bring closer to the A L L S A I N T S brand.
62 AllsaintsForALL document straetgy for mac .indd 73
22/05/2018 09:46
AllsaintsForALL document straetgy for mac .indd 74
22/05/2018 09:46
STRATEGY
CHAPTER 6 /
S T R AT E G Y
This chapter outlines the strategy used to execute a successful campaign/business extension which will reach the correct audiences.
63 AllsaintsForALL document straetgy for mac .indd 75
22/05/2018 09:46
STRATEGY
Content & Strategy
Using an opti-channel engagement method to strategically utilise online and off line platforms towards specif ic audiences, the pilot campaign will produce an engaging mobile application and press launch festival. Ref lecting the inclusive and equal nature of this initiative and campaign, the festival will be open to all individuals who wish to download their festival ticket and take par t in the immersive experience, involving and educating themselves on the important partnership and brand movement. The strateg y will involve implementing different activities targeted towards specific consumers of the ‘Army Of Saints’ of A L L S A I N T S F O R A L L . An innovative par tnership with Keychange will strengthen the campaign, and help A L L S A I N T S F O R A L L to deliver engaging content, helping to raise awareness surrounding the lack of female musicians in the music industr y. Keychange is connected and represented by Shirley Manson and Annie Mac, both empowering women in the industr y. These two individuals, along with Jor ja Smith will be ambassadors for the campaign, each connecting with the three audiences within the ‘Army Of Saints’. The pilot campaign will launch at FORALL Festival with the mobile app being released at 8am on Saturday 6th July 2019. The public will download their tickets ‘f irst come f irst ser ve’, with promotional tools being utilised to build up anticipation and generate buzz up until the release of the mobile app. This strateg y ref lects a fast-paced, mobile-obssessed lifestyle, allowing consumers to feel excited surrounding the build up to an engaging and immersive event. The hash-tag #STANDFORALL will be used to spread awareness of the campaign via the main social media platform, Instagram. This networking site is used by all audiences that the campaign aims to connect with.
64 AllsaintsForALL document straetgy for mac .indd 76
22/05/2018 09:46
STRATEGY
will continue to use its content marketing strateg y to build an emotive stor yline through the sad truth of inequalities within music. ‘Real stories’ help consumers to connect with campaigns and allow them relate to brands, therefore, this campaign has involved a festival book consisting of the powerful performers (all chosen for their activism and philanthropy) and intimate stories by up-andcoming artists. ALLSAINTS
The project will span across an 18 month development plan ready for the summer of 2019, ensuring that all production and content is accurate for allsaintsforall to continue a successful future and continue philanthropy with the goal of equality at its core. The campaign and initiative has been strongly influenced by Women’s Rights, with 2018 marking 100 years of votes for women, MeToo and TimesUp. This shows A L L S A I N T S that as a society, equality has come far, but not far enough. Therefore, equality is still strongly needed in the creative industries, especially for women in the music industr y. Empowering and inclusive qualities and values of this campaign will help to connect with the ‘conscious consumer’ and promote truth and transparency within the A L L S A I N T S brand.
65 AllsaintsForALL document straetgy for mac .indd 77
22/05/2018 09:46
AllsaintsForALL document straetgy for mac .indd 78
22/05/2018 09:46
IMPLEMENTATION
C H A P T E R 7 / I M P L E M E N TAT I O N This an
chapter describes the effective campaign
tactics used and brand
to
produce extension.
66 AllsaintsForALL document straetgy for mac .indd 79
22/05/2018 09:46
IMPLEMENTATION
Ta c t i c s To ensure a successful brand extensions and campaign, six strategic tactics will be undertaken. The next few sections describe each tactic in-depth, and how they will be used.
67 AllsaintsForALL document straetgy for mac .indd 80
22/05/2018 09:46
IMPLEMENTATION
Media Plan
Mobile Application
FORALL Festival
Promotion
Partnership & Ambassadors
# S TA N D F O R A L L
Festival Book
Press Pack & Invitation
Figure 39
68 AllsaintsForALL document straetgy for mac .indd 81
22/05/2018 09:46
AllsaintsForALL document straetgy for mac .indd 82
22/05/2018 09:46
MOBILE
APPLICATION
C HA P T E R 8 / M O B I L E A P P L I C AT I O N This chapter outlines the importance of the mobile application (shortened to mobile app for reference) and how it will be used.
69 AllsaintsForALL document straetgy for mac .indd 83
22/05/2018 09:46
MOBILE
APPLICATION
Contents & Rationale
will work alongside Fueled, a London-based web and mobile application design and development agency, creating the brands first mobile app under the ALLSAINTSFORALL initiative. This will increase interaction and connectivity between the A L L S A I N T S consumer and brand. The State of fashion 2018 (Business of Fashion) has reported a trend of surged mobile connectivity amongst consumers this year, whilst The 2018 Digital Trends repor t, published by Econsultancy in association with Adobe, states “We are entering a ‘design and creativity renaissance’, with top-performing companies recognising the importance of these capabilities to complement data and technolog y excellence.” Therefore, A L L S A I N T S will introduce a mobile app in connection with its newest brand extension, acting as a portal for campaign insight, a festival guide and ticket for the up and coming FOR ALL FESTIVAL whilst allowing users to upload their own images at the festival and for general ALLSAINTS use. The mobile app will provide a form of gamification for users, allowing them to interact with the brand through an immersive and engaging activity. ALLSAINTS
This document will provide all information of the app design and a step-by-step guide showing all content proposal. The mobile application will be available to IOS and Android users, signing up to the A L L S A I N T S F O R A L L app will also sign users up to A L L S A I N T S updates and news. The app will follow the same aesthetic as the ALLSAINTSFORALL campaign initiative, using light blue, white, black and grey visual colours. They mobile app will be give clear directions and be controlled by a simple tapping motion. In 2016, A L L S A I N T S introduced Instagram Shopping, where consumers tapped onto different items of clothing via posts by A L L S A I N T S Instagram account, ALLSAINTS saw sessions from Instagram to the AllSaints website up 54 percent on the previous week, with conversions increasing 50 percent. This implies that ALLSAINTS needs the use of mobile connectivity to increase consumer engagement and interaction levels for success. Conscious consumers will be more inclined to download the APP that is built for charitable and engaging content. The overall idea of the application is to build a strong sense of community through online interaction, bringing the consumers closer, and to make them feel they are part of the brand. This relates to the overall concept of togetherness and inclusivity of the campaign initiative; ALL FOR ALL. The brand describes itself as innovative, and believes in building a business model for the future. The mobile app will allow the brand to contemporise itself with modern day technolog y and continue to provided consumers with easily accessible devices. The app is targeted towards A L L S A I N T S consumers, and mainly the new target audience; The Regenerated Saints, who are proven to be most tech-savvy and digitally aware.
* P l e a s e s e e : Mo bi l e Appl i c at i on D e s i g n Gu i d e & Prop o s a l D o c u m e nt for more details and information on app pages and motions.
70 AllsaintsForALL document straetgy for mac .indd 84
22/05/2018 09:46
MOBILE
APPLICATION
ALLSAINTSFORALL
ALLSAINTSFORALL JOIN
THE
ARMY
-
FIRST NAME SURNAME EMAIL ADDRESS PASSWORD
ALLSAINTSFORALL ENTER
welcome to the army
CONFIRM PASSWORD SIGN ME UP FOR NEWSLETTER
Figure 40
71 AllsaintsForALL document straetgy for mac .indd 85
22/05/2018 09:46
MOBILE
APPLICATION
MENU BAR
A
This button will be used to take the users back to the main menu bar, to get off of the menu bar users will need to swipe down, which will take them to the information page of ALLSAINTSFORALL.
This button will take the user directly to the key information about ALLSAINTSFORALL
This button will direct the user to FOR ALL FESTIVAL sneak peaks and what to expect for the event, being regularly updated.
This button will direct the user to the pilot campaign information and look book, where KeyChange will provide information on the charity, along with any updates.
This button will direct the user to FOR ALL FESTIVAL sneak peaks and what to expect for the event, being regularly updated.
Social media & gallery. Whilst at the festival, social media walls be available to take images and directly uploaded onto the app, showing a live feed of the day and any hash tags used will be featured with consent.
Important information including location accessibility, timings and any further information that will be directly about the festival.
ALLSAINTS Sessions will be featured on the app, where users can view and listen to our regular collaborations. Settings button will take the user to additional information including log in, ALLSAINTS stores and terms and conditions.
The festival download ticket, this will be used in the format of a QR code for staff to scan when entering the event.
72 AllsaintsForALL document straetgy for mac .indd 86
22/05/2018 09:46
MOBILE
APPLICATION
STAG E ON E / I N T RODU C T ION
ALLSAINTSFORALL
ALLSAINTSFORALL JOIN THE ARMY -
FIRST NAME SURNAME
EMAIL ADDRESS
EMAIL ADDRESS
PASSWORD SIGN
PASSWORD
IN
CONFIRM PASSWORD
FORGOTTEN PASSWORD?
JOIN
THE
ARMY
SIGN ME UP FOR NEWSLETTER
WELCOME TO THE ARMY
+
SKIP
A P P PAG E 1
A P P PAG E 2
A P P PAG E 3
Once the mobile application has been downloaded onto either IOS or Android, the first step for the user will be to make an account with A L L S A I N T S . If the user already has an account with A L L S A I N T S , which is connected to online shopping and email newsletters, the app will give the option to login/sign up. The design will use a fade-in animation tool to take the user to the next step of login. Once signed up, ‘WELCOME TO THE ARMY’ will appear to greet users into the application. The image used for the background is original A L L S A I N T S photography, connoting the sense of teamwork and connectivity, showing ALLSAINTS to be a strong and united brand/ community whilst allowing ALL to join. Consistent black and white font used throughout app, with blue background visuals and ALLSAINTSFORALL logo situated at the top of the page.
73 AllsaintsForALL document straetgy for mac .indd 87
22/05/2018 09:46
MOBILE
APPLICATION
STAG E T WO / A L L S A I N T SF OR A L L I N F OR M AT ION
ALLSAINTSFORALL
ALLSAINTSFORALL
#STANDFORALL
# S TAA N D F O R A L L
We want you to join us on our mission to provide complete equality and diversity within fashion, music and film. Please help us to make a dif ference and explore our new philanthropic initiative. E ach season, we will produce new and exciting content that works towards our set goal of equality for all.
A P P PAG E 4
A P P PAG E 5
first page of the app will automatically lead users to a promotional image A The from the official ALLSAINTSFORALL look book and a description of the key aims and information about the initiative. The blue tab at the button will be available to tap, lifting upwards the app menu/festival guide, where users can find different sections of the app to explore and interact with. The main ALLSAINTSFORALL initiative information will be accessed through the first ‘A’ button, where users will gain an understanding of the what the initiative is about and how A L L S A I N T S aims to make positive change.
74 AllsaintsForALL document straetgy for mac .indd 88
22/05/2018 09:46
MOBILE
APPLICATION
STAG E T H R E E / A L L S A I N T SF OR A L L X K EYC HA NG E INFORMATION & LO OK B O OK
ALLSAINTSFORALL
ALLSAINTSFORALL
ALLSAINT SFORALL
X KeyChange ALLSAINTSFORALL introduces its first pilot campaign in collaboration with KeyChange, an initiative aiming to achieve 50/50 gender equality in festival line ups by 2022. The campaign will focus on raising awareness through a one-day f ree festival at ALLSAINTS Regents Street, London. C ome together and help fight against gender inequality.
ANNIE MAC
SHIRLEY MANSON
A P P PAG E 6
A P P PAG E 7
ALLSAINTSFORALL
ALLSAINTSFORALL
I need equality, for a chance to succeed. I need equality, So I can take the lead.
My Stor y
DANIELL A
A P P PAG E 8
APP PAGE 6, 7, 8 & 9 / From the menu bar, the ALLSAINTSFORALL Keychange logo will be used as a button to enter into the pilot campaign’s details and information. This will present a number of pages which can be accessed by sliding across the phone. The pages will show an introduction to the ALLSAINTSFORALL x Keychange campaign, describing what Keychange is and the overall mission of the campaign. Images and factual data will be present to inform and educate users on why it is important to support female artists and create gender equality within the music industr y and festival line-ups. This will show the ambassadors for keychange and any quotes surrounding the campaign. The final few pages of this button will show the ALLSAINTSFORALL official festival book, also showing real stories from real upand-coming artists which ALLSAINTSFORALL has researched into and would be most suitable to feature. The look book aesthetic will follow the similar theme that is present on the A L L S A I N T S website. The real stories have been created to show authenticity and the real life importance of what ALLSAINTSFORALL is conveying.
A P P PAG E 9
75 AllsaintsForALL document straetgy for mac .indd 89
22/05/2018 09:47
MOBILE
APPLICATION
S TA G E F O U R / F O R A L L F E S T I VA L E V E N T D E TA I L S
ALLSAINTSFORALL
ALLSAINTSFORALL
ALLSAINTSFORALL
SPECIAL GUESTS
F E S T I VA L T O D O L I S T
L I V E A T F O R A L L F E S T I VA L / ALLSAINTSFORALL MUSIC PROJECT X KEYCHANGE
JACKET CUSTOMISATION
We will be working hard with Keychange and The Roundhouse to scout for up and coming talent. Download your free festival ticket, bring yourself and a copy of your music for the chance to work alongside our allsaintsforall initiative and start your music career with the support of KeyChange and The Roundhouse. Music is in our core values, with ALLSAINTS producing regularly sessions with incredible artists, now, we want to help you.
JORJA SMITH
ALLSAINTS TATTOO STUDIO
JACOB BANKS
A P P PAG E 1 0
A P P PAG E 1 1
A P P PAG E 1 2
APP PAGE 10, 11 & 12 / The festival button directs users to an insight of the festival’s activities, performers and details. Each page will be accessed through a swiping motion, with each image enlarging by holding down specific pictures. App page 10 will scroll down revealing each artist that will perform on the day of the festival. App page 11 will allow users to press onto the images and open up information on each activity. For instance, the jacket customisation image will inform users on the type of ser vice it will provide, and the type of customisation designs that will be offered. App page 12 will include information on the talent scouting programme offered by Keychange and A L L S A I N T S ST U DIOS , which encourages female artists to sign up and gain an invaluable opportunity to start their musical career.
76 AllsaintsForALL document straetgy for mac .indd 90
22/05/2018 09:47
MOBILE
APPLICATION
S TA G E F I V E / F E S T I VA L P E R F O R M A N C E S C H E D U L E & S E T T I M E S
ALLSAINTSFORALL
ALLSAINTSFORALL
SET TIMES
A P P PAG E 1 3
A P P PAG E 1 4
APP PAGE 13 & 14 / The festival schedule will be available to access through the time/scheduling icon, which will open up a list of all the performers and set times. This will only be accessed once the users have downloaded their tickets.
77 AllsaintsForALL document straetgy for mac .indd 91
22/05/2018 09:47
MOBILE
APPLICATION
STAG E SI X / S O C IA L M E DIA G A L L E RY & ST U DIO SE S SION S
ALLSAINTSFORALL
ALLSAINTSFORALL
#STANDFORALL Share your images here from your time at FOR ALL FESTIVAL, along with your #ALLSAINTS style.
STUDIO SESSIONS
UPLOAD AN IMAGE
ARMY OF SAINTS
A P P PAG E 1 5
A P P PAG E 1 6
APP PAGE 15 / The ‘linked’ icon will direct users to the A L L S A I N T S galler y, along with a live feed and upload from the social media walls at the festival. The uploads and live feed will be launched on the day of the festival and managed by staff. An upload an image button will be available for users to share their own photos, similar to the # A L L S A I N T S style galler y, the #STANDFORALL will be encouraged to raise awareness of the campaign initiative and create conversation amongst users. APP PAGE 16 / The ‘music’ icon will direct users to A L L S A I N T S Studio Sessions, where users can view the documented videos and collaborations that ALLSAINTS provides, along with a Spotify playlist for users to listen to. The playlist will heavily consist of songs that will be performed at the festival.
78 AllsaintsForALL document straetgy for mac .indd 92
22/05/2018 09:47
MOBILE
APPLICATION
S TA G E S E V E N / F E S T I VA L T I C K E T, I N F O R M A T I O N & S E T T I N G S
ALLSAINTSFORALL
ALLSAINTSFORALL
ALLSAINTSFORALL
FIND US HERE
FESTIVAL TICKET
HELP TERMS AND CONDITIONS CONTACT US MY ACCOUNT ABOUT ALLSAINTSFORALL APP
Please have ticket ready upon arrival for event staff to scan.
RATE THIS APP
TELL A FRIEND
THE ROUNDHOUSE CAMDEN SATURDAY 7TH JULY 2018 12:30PM-8PM
A P P PAG E 1 7
A P P PAG E 1 8
A P P PAG E 1 9
APP PAGE 17 / The ticket icon will direct users to the download button and festival information, then revealing the QR code which will be scanned by staff at the welcome desk of the event. APP PAGE 18 / Once the ticket has been downloaded, users will be able to access key information regarding the event, including location, accessibility and terms and conditions. APP PAGE 19 / The settings icon will be a portal for any further information including account details, A L L S A I N T S stores and contacting information. Each section will be accessed by tapping the screen. There will be an option for users to ‘RATE THE APP’ and ‘ TELL A FRIEND’ will help A L L S A I N T S to gather important information of the success of the ALLSAINTSFORALL initiative, app and festival through consumer/user feedback. Also, users will be available to tell their friends and spread the word of the contents of the whole initiative, which is vital for promotion and downloads.
79 AllsaintsForALL document straetgy for mac .indd 93
22/05/2018 09:47
MOBILE
APPLICATION
ADDITIONAL INFORMATION
Seller / A L L S A I N T S Size / 59.4 MB Categor y / Entertainment Compatibility / Requires iOS 9.0 or later. Compatible with iPhone, iPad and iPod touch. Android / 3.0.9 Languages / English Age Rating Rated 4+ Copyright © 2019 ALLSAINTS Limited Registered in England and Wales Company number : 023009752. Price / Free
80 AllsaintsForALL document straetgy for mac .indd 94
22/05/2018 09:47
MOBILE
APPLICATION
Evaluation recognises the importance of including a mobile application into the brand, and using this as a future portal for shopping under the A L L S A I N T S brand name. The mobile application is believed to be successful due to the constant and on-going need for mobile use and how this can bring together the brand and consumer, creating more engagement and stronger relationships. ALLSAINTSFORALL
81 AllsaintsForALL document straetgy for mac .indd 95
22/05/2018 09:47
AllsaintsForALL document straetgy for mac .indd 96
22/05/2018 09:47
EVENT
DETAILS
C H A P T E R 9 / E V E N T D E TA I L S This chapter focuses on the launch event for A L L S A I N T S F O R A L L ; FORALL Festival, including floor plans, guest list and performances.
82 AllsaintsForALL document straetgy for mac .indd 97
22/05/2018 09:47
EVENT
DETAILS
Figure 41
83 AllsaintsForALL document straetgy for mac .indd 98
22/05/2018 09:47
EVENT
DETAILS
Figure 42
84 AllsaintsForALL document straetgy for mac .indd 99
22/05/2018 09:47
EVENT
DETAILS
Date
6th July 2019
Time
Press / 10am Public / 12:30-10pm
Tickets / Capacity
1000 downloadable tickets available.
L ocation / The Roundhouse Camden The Roundhouse Camden has been chosen as the official FORALL Festival location, due to where the venue is situated, its iconic value and support network it has for young talent. The Roundhouse is an incredibly popular, London-based venue, and ALLSAINTSFORALL wants to launch itself into the world the best and most iconic way possible, therefore, the Roundhouse will be a perfect location. ALLSAINTSFORALL believes that The Roundhouse reflects the brands values of equality and inclusivity, also supporting young artists and helping them to pursue their dreams of working within the music industr y. The ALLSAINTSFORALL team contacted The events team within the venue for logistics and budgeting purposes, also to book in dates and prepare the development of FORALL Festival.
Figure 43
*Please see separate pack for in-depth details of the venue provided by The Roundhouse.
85 AllsaintsForALL document straetgy for mac .indd 100
22/05/2018 09:47
EVENT
DETAILS
The Roundhouse Brochure sent by HireRoundhouse
Figure 44
86 AllsaintsForALL document straetgy for mac .indd 101
22/05/2018 09:47
EVENT
DETAILS
*Design, colour and interior design by in-house A L L S A I N T S DESIGN in collaboration with The Roundhouse Production Team.
EVENT PRODUCTION Colour scheme In previous events, A L L S A I N T S has always kept a minimal aesthetic using its original in-store decor. The colour scheme will follow a light blue, purple and black scheme, with slight red tones supplied by the roundhouse lighting team using the built in lights to cover the building. The colour scheme is inspired by The Roundhouse itself, as an influential building A L L S A I N T S wants to encapsulate its existing energ y and fill the room with a sense of togetherness and connectivity, something The Roundhouse already withholds. Decor/Interior The Roundhouse is a piece of art in itself, filled with steel work and brick walls that reflect the grung y, edg y and craftsmanship of A L L S A I N T S . The posters and existing imager y for the campaign will be plastered around the walls, along with inspirational information and key information on the values and importance of equality. Customisation Station Using in-house A L L S A I N T S design team, a customisation opportunity will bring in the A L L S A I N T S garment and shopping stall. This enhances the connection of the brand extension and the importance of A L L S A I N T S clothes. The logo will be printed onto the jacket and key rings for invited guests to take home and for festival go-ers to buy. Bleach L ondon To enhance the festival style vibe, a Bleach London Styling Bar will be featured in the event to give festival go-ers the full festival experience. Braids, dye-spray and other styling techniques will be included in the experience by professional Bleach London hair stylists. Frith Street Tattoo Temporar y tattoo station with the festival logo and many more designs will be provided by Frith Street Tattoo Parlour London. Tattoos are a big part of festivals and with the desire to create and immersive festival experience, ALLSAINTSFORALL wants to give go-ers a design experience they can keep close to them. Photography A member of staff will explore the whole venue, taking polaroid pictures of guests and allowing them to keep the pictures as a ‘souvenir’. This is to keep in-style with A L L S A I N T S vintage vibe and give the guests a memor y to take home with them. Three professional photographers will also work the event, taking images for private ALLSAINTSFORALL use, eventually being uploaded onto the app and social media. A L L S A I N T S will use Splento, a photographer hire company, paying by the hour, recommended by industr y professionals.
87 AllsaintsForALL document straetgy for mac .indd 102
22/05/2018 09:47
EVENT
DETAILS
Figure 45
Figure 47
Figure 46
Figure 48
Figure 49
Figure 50
Figure 51
Figure 52
88 AllsaintsForALL document straetgy for mac .indd 103
22/05/2018 09:47
EVENT
DETAILS
EVENT PRODUCTION Performances The performances will run throughout the day, starting with a joint speech from Wil Beedle, Shirley Manson, Jorja Smith, Annie Mac and Vanessa Reed. This will be exclusive to invited guests only, prior to the arrival of festival go-ers. Festival Book A stall selling the official Festival B ook will be provided, with the books selling for £5.00. The books will also be added to the press gift bags. Kerb street food Recommended by The Roundhouse, Kerb Street Food is a high-quality and respectable company, situated famously in Camden Town, the location of the event. Canapé style food will be upstairs for invited guests and press. The chosen food vans will be located outside consisting of: Caribbean and Italian cuisine and a bar provided by The Roundhouse and Kerb Food. Post-it wall A post-it wall will be displayed in different locations around the festival to allow guests to write their own little messages of inspiration and to influence equality. These messages will be photographed and put onto the mobile app’s festival galler y. This is a way for guests to add their own personal touch to the decor of the festival and spread their kind messages. Interactive wall An interactive wall, provided by EverWall, replicating the mobile application and Iphone model will be displayed for guests to interact with the ALLSAINTSFORALL app. Guests will also be able to take pictures and upload these onto the ALLSAINTSFORALL galler y located on the app. Keychange Scout & Information Keychange is constantly looking for up-and-coming talent to emerge onto the music scene. Therefore, they will be looking for female artists to take under their wing and help them pursue their dreams of a career within the music industr y. The opportunity will be application only, with Keychange making further arrangements which will be contacted separately to ALLSAINTSFORALL. Equipment The Roundhouse will provide all the equipment including lighting, sound, staging and seating. Security and staff will also be provided by The Roundhouse which is executed in the documentation sent over to ALLSAINTS. The Roundhouse will work closely with A L L S A I N T S DESIGN and A L L S A I N T S EVENTS teams to set up the production and running of the overall event. Security will also involve a bag search at the beginning of the festival for each guest with a downloaded ticket.
89 AllsaintsForALL document straetgy for mac .indd 104
22/05/2018 09:47
EVENT
DETAILS
Figure 54
Figure 53
Figure 55 Figure 56
Figure 57
Figure 58
Figure 59
Figure 61
Figure 60
Figure 62
90 AllsaintsForALL document straetgy for mac .indd 105
22/05/2018 09:47
EVENT
DETAILS
We l c o m e A r e a / T i c k e t S c a n
Figure 63
SUMMER 2019 Figure 64
91 AllsaintsForALL document straetgy for mac .indd 106
22/05/2018 09:47
EVENT
DETAILS
This area of The Roundhouse is the welcome desk, where guests will be informed, their tickets will be scanned and updated onto the system to monitor how many guests have arrived. This will also work the same when monitoring which guests leave, giving other individuals the opportunity to attend the event if once others have left. Once the tickets have been scanned, guests will receive a festival wristband, which will give them access into the venue and access to the activities provided by the event. Just before entering the main space of the event, guests wil be given the opportunity to take photos against the promotional poster for the festival. All of the press and VIP guests, which will arrive two hours earlier than the public, will be escorted to the upstairs VIP area before the public arrives.
92 AllsaintsForALL document straetgy for mac .indd 107
22/05/2018 09:47
EVENT
DETAILS
Main Stage Floor Inner Circle
STAGE FLOOR
Figure 65
This are shows the main stage and main floor area, where guests will be able to watch the performers. Surrounding the outer circle will be a Photo wall, along with guests signing themselves up to the Keychange scout stall, to keep the activities running throughout the whole venue.
93 AllsaintsForALL document straetgy for mac .indd 108
22/05/2018 09:47
EVENT
DETAILS
Main Stage Floor Outer Circle
ALLSAINTSFORALL
Figure 66
94 AllsaintsForALL document straetgy for mac .indd 109
22/05/2018 09:47
EVENT
DETAILS
Upper Circle Area / Activity
U p p e r C i r c l e A r e a / V I P, P r e s s
Figure 67
95 AllsaintsForALL document straetgy for mac .indd 110
22/05/2018 09:47
EVENT
DETAILS
Outdoors / Food & Drink
Figure 68
Upstairs Area 1 will be the VIP area, where only invited guests and press will be allowed to enter. Invited guests will have their own photographer, food and drink and will be interacting with Creative Director Will Beedle and Keychange ambassadors. Upstairs Area 2 will be the activities section, with Bleach London, Frith Street Tattoos and jacket customisation. This will be separate to the main stage floor, allowing for the event to spread across the whole venue. Outside will be the access area to Kerb Street Food and Drink stalls. An outdoor seating area will be provided by The Roundhouse for guests to sit down and socialise.
96 AllsaintsForALL document straetgy for mac .indd 111
22/05/2018 09:47
EVENT
DETAILS
Performers / R ationale
1.
5.
9.
Figure 69
Figure 70
Figure 71
2.
6,
Figure 72
3.
Figure 73
7.
10.
Figure 74 Figure 76
4.
Figure 75
Figure 77
Figure 78
8.
11.
Figure 79
97 AllsaintsForALL document straetgy for mac .indd 112
22/05/2018 09:47
EVENT
DETAILS
1. Shirley Manson
Shirley Manson is a keyChange ambassador, and also our chosen ambassador for the A L L S A I N T S F O R A L L campaign. Her resilience and empowerment means everything, inspiring the next generation of female musicians to push themselves and break the binary in a maledominated industry. “I remain utterly outraged by the depressing statistics surrounding female representation in every aspect of the global music business. I am exceedingly grateful to the PRS Foundation for their initiative in trying to put this to rights for we absolutely and urgently MUST put it to rights. We are doing a great disservice, not only to women of all races and socio-economic backgrounds but to all genders, culture and society in general by allowing the status quo to continue. I am proud to support Keychange and everything it is trying to do.”
2. Annie Mac
Annie Mac has been chosen as an ambassador due to her influence in the industry, and her contribution to fighting gender inequality. ““Sexism is everywhere... It’s in all types of music. Essentially, the music industry is run by men, it’s a patriarchal system. If you look at any top tier of any record label, all of them are run pretty much by men and that trickles down to every level. The promoters are all men and the people who own the festivals are all men, so things need to change, as they change in most other industries that are not dominated by women, i.e. anything apart from teaching and nursing.”
3. Hinds
Hinds is a Spanish indie rock band from Madrid and official KeyChange ambassadors. “Being a girl is awesome. But it’s even more awesome to be a girl AND to become something that history doesn’t expect from you. It’s so awesome because only with one of you, your reflexion will be seen by tons and tons of new girls, that maybe never before had seen a woman in music industry. So.. Keychange!! Bring more women to the music world please!! You have all our support.”
4. Madame Gandhi
Madame Gandhi is an electronic music producer, drummer, artist and activist. Gandhi’s music and activism focuses on female empowerment and Fourth-wave feminism. She describes her song, ‘The future is female’ as “...To me it is about valuing femininity in all of us, regardless of our gender identity.” Gandhi is incredibly inspiring and works hard to make the world a more inclusive place through her activism and music.
5. Eliza Doolittle
Eliza Doolittle is a British singer and a ambassador for The Roundhouse in Camden, therefore, we have chosen to include her in the line-up due to her amazing work with the company. “Starting out as a singer or a musician is hard. At the Roundhouse, young artists, whoever they are and wherever they’re from, are given all they need to develop and grow into the artist they want to be. On top of that they get to meet and share ideas with loads of other people doing all kinds of amazing things – it’s a pretty inspiring place.”
6. Madison Beer
Madison Beer is a resident at ALLSAINTS LA Sessions, and believes in inclusivity for all, aligning her values and ethics with the ALLSAINTSFORALL mission. “I pray for peace, equality, & justice for all.” Starting her career at the young age of 14 years old, she is inspiring to any young girl who wants to make it big in the industry.
7. Jorja Smith
Released on International Women’s Day, ‘Beautiful Little Fools’ criticises the ‘beauty-over-brains’ mantra that the patriarchy seems determined to drum into the heads of young girls. A natural and powerful feminist, Jorja Smith was chosen as an ALLSAINTSFORALL campaign ambassador due to her talent, determination and empowering voice.
8. Stormzy
Not only is Stormzy a talented grime and hip-hop artist, he is seen as a great inspiration in the areas of activism and political matter. Stormzy is not afraid to stand up for the right reasons, and ALLSAINTS are incredibly pleased to see him join the FORALL line-up.
9. Lady Mary Charteris
An ALLSAINTS resident DJ, Lady Mary Charteris was formally part of The Big Pink, an electronic rock band. Her style consists of a retro and dance fusion, making appearances at Glastonbury and Coachella. A big part of the A L L S A I N T S family, Lady Mary Charteris is a huge supporter of the brand and our mission for equality within music.
10. Jacob Banks
Jacob Banks is a singer/songwriter from Birmingham, a big part of the A L L S A I N T S family as he recently played at our studios. Jacob became the first singer to perform on BBC Radio 1 live as an unsigned artist. His determination and hard work is inspiring to any up and coming artist.
11. Eliot Sumner
Eliot Sumner is a musician and an electronic music producer. Eliot identifies as non-binary and believes that nobody should be confined or restricted by gender. A L L S A I N T S has chosen Eliot due to empowering morals and desire to be part of an inclusive industry.
98 AllsaintsForALL document straetgy for mac .indd 113
22/05/2018 09:47
EVENT
DETAILS
Press Gifts
ALLSAINTSFORALL J OU R NA L
ALLSAINTSFORALL Limited Edition
GIFT CARD
Figure 80
99 AllsaintsForALL document straetgy for mac .indd 114
22/05/2018 09:48
EVENT
DETAILS
1. Bleach London Set Bleach London will provide 5 miniature semi-permanent hair dyes for the press and VIP gift packages. 2. ALLSAINTSFORALL Key ring A black, lamb-leather, tassel limited edition ALLSAINTSFORALL key ring will be provided within the gift packs created by A L L S A I N T S . The tassel will have a laser-cut ALLSAINTSFORALL logo. 3. ALLSAINTSFORALL Journal A blue leather ALLSAINTSFORALL journal will be available within the press bag for guests to use as either a journal, planner or diar y. 4. ALLSAINTSFORALL Press pack (Press Only) A press pack will be created and given to all press attendees detailing all the aspects of the event and initiative. 5. FORALL Festival Book A ‘look-book’ style festival book will be put into all the press bags. This details all the line-up information photography, Keychange information and additional aspects within this initiative. 6. ALLSAINTSFORALL Limited Edition Hoxton Gin Hoxton Gin Bar is a regular at A L L S A I N T S events, however, instead of bringing the bar to the venue, each press bag will consist of a limited edition gin bottle. 7. ALLSAINTS Gift Card A £100 A L L S A I N T S Gift Card will be provided in the gift bag to promote the owner of ALLSAINTSFORALL, and enticing guests to use this in their purchases for A L L S A I N T S .
100 AllsaintsForALL document straetgy for mac .indd 115
22/05/2018 09:48
EVENT
DETAILS
Guest List A carefully selected guest list has been created to promote the event successfully and entice guests to download their tickets with the most influential people attending the events. Guests come from a range of backgrounds, including The Roundhouse A m b a s s a d o r, s K e y c h a n g e a m b a s s a d o r s , b l o g g e r s , music ar t ists, ac t iv ists and ALLSAINTS regu l ars. The list of guests represents an example of the invited guests, with many more still being considered for the event.
101 AllsaintsForALL document straetgy for mac .indd 116
22/05/2018 09:48
EVENT
N I C K G R I M S H A W
Figure 81
DETAILS
P A R I S
B I L L Y
J A C K S O N
R A F F O U L
Figure 82
A L E X A
A D W O A
C H U N G
A B O A H
Figure 84
Figure 85
Figure 83
O L I V E R C H E S H I R E Figure 86
102 AllsaintsForALL document straetgy for mac .indd 117
22/05/2018 09:48
EVENT
DETAILS
Emily Eavis
KeyChange Ambassador, Glastonbury Festival
HINDS
KeyChange Ambassador, Artists
Dermot O’leary
KeyChange Ambassador, Broadcaster
Alexa Feser
KeyChange Ambassador, Germany
Tony Visconti
KeyChange Ambassador, Producer
Shirley Manson
KeyChange Ambassador, Artist & Activist
Imogen Heap
KeyChange Ambassador, Artist
Nadine Shah
KeyChange Ambassador, Artist
Paulette Long OBE
KeyChange Ambassador, Independent Publisher and artist manager
ISWE
KeyChange Ambassador, Artist, Canada
Isabella Burley
Dazed and Confused Editor
Robbie Spencer
Dazed and Confused Creative Director
Selim Bulut
Dazed and Confused Journalist/ Music Editor
Nick Grimshaw
Presenter and Radio DJ, BBC, The Roundhouse Ambassador
Madame Ghandi
Artist and Womens Rights Activist
Adwoa Aboah
Influencer and Activist, Gurls Talk
Alexa Chung
Influencer, Model, Presenter
Cara Delevigne
Model, Influencer, Activist
Mike Ekko
Band, Artists
Jacob Banks
Artist
Billy Raffoul
Artist
Frenship
Band, Artists
X Ambassadors
Band, Artists
Maya Jama
Presenter
Stormzy
Artist
Eliza Cummings
Model
Nat Winter
Blogger, Photographer
Vanessa Reed
CEO of PRS Foundation
Emily Cocklin
Blogger
Chris Millington
Photographer
Eric Christian
Artist, Photographer
SulsWorld
Menswear Blogger
Don Linh
Menswear Blogger
Hugh Laughton-Scott
Model, Blogger
Stefan Tisseyre
Model, Blogger
Madison Beer
Artist
Phoebe Torrence
Advocate for mental health and equality, Actress
103 AllsaintsForALL document straetgy for mac .indd 118
22/05/2018 09:48
EVENT
DETAILS
Giles Hattersley
Journalist, Vogue
Teo Van Den Broeke
Journalist, GQ
Nina GarcĂa
Editor-in-chief, Elle
Rachel Mae
Stylist
Ariana Marsh
Music Journalist, ID
Steve Salter
Journalist, ID
Annie Mac
DJ, Presenter, BBC
B-traits
DJ, Presenter, BBC
Oliver Cheshire
Model
Pixie Lott
Artist
Paris Jackson
Activist, Model
Emma Watson
Equality Activist, Actress
Reece Miller
We Are Festival Director
David Hieatt
Do Lectures
Claire Hieatt
Do Lectures
Leandra Medine
Author, Blogger, Man Repeller
Matteo Montanari
Photographer
Maya Thurman Hawke
Actress
Lady Mary Charteris
DJ, Model
Suki Waterhouse Nat Weller
Designer, Actress, Model Artist
Stevie Dance
Stylist
LLIANA BIRD
The Roundhouse Ambassador, Artist Director
ELIZA DOOLITTLE
The Roundhouse Ambassador, Artist
Marcus Davey
The Roundhouse , Chief Executive & Artistic Director
Jane Beese
The Roundhouse, – Head of Music
Georgie Jones
Resident Poet at The Roundhouse
BAD HONEY
Resident Band at The Roundhouse
Wolf Alice
Band
The XX
Band
Ed Templeton
Photographer
Giza Lagrace
Model, Blogger
Molly Chiang
Blogger
*More guests will be added to the list, however, these guests have been chosen due to their influence within the media, social media, industr y expertise and relationship with A L L S A I N T S .
104 AllsaintsForALL document straetgy for mac .indd 119
22/05/2018 09:48
EVENT
DETAILS
Event Schedule Time-line 6am
+ Event set-up was conducted the previous day. Final preparation of equipment and stations and arrival of all stalls and staff.
7am
+ Team and staff meeting in the main room to go over any health and safety procedures, fire exists and support.
8am
+ Ticket download begins and database is updated: 500 tickets available to London-based consumers.
10am + Press and invited guests arrive at the event, greeted with drinks and food and encouraged to walk round the venue and explore the festival and campaign. Music will be played by DJ Mar y Charteris, after a default play-list will then play until the public arrives.
10:45am
+ Guests will be gathered and welcomed by a joint speech from Wil B eedle, Vanessa Reed, Shirley Manson, Jorja Smith and Annie Mac. Each person will speak to the audience, informing them on the cause and why it matters.
11am
+ Guests will continue to explore the event, and then will be directed to the upstairs VIP area with their own stalls and social area just before the public arrive.
12:30pm
+ The doors will open and guests with downloaded tickets will begin to enter the festival once the tickets have been scanned and their festival wristbands have been given out.
12:30pm
+ The doors will open and guests with downloaded tickets will begin to enter the festival once the tickets have been scanned and their festival wristbands have been given out. Guests will then be able to freely explore the event during the performances to reflect a festival experience.
10:00pm + End of FORALL Festival.
105 AllsaintsForALL document straetgy for mac .indd 120
22/05/2018 09:48
EVENT
DETAILS
Set Times 1:30pm Hinds
2:00pm
Madame Gandhi
2:30pm
Eliza Doolittle
3:00pm
Madison Beer
3:30pm
Jacob Banks
4:00pm
Eliot Sumner
4:30pm
DJ Lady Mar y Charteris
5:00pm Stormzy
5:30pm Annie Mac
6:30pm
Jorja Smith
7:30pm
Shirley Manson
8:30pm
Thank you and finishing speech by brand ambassadors.
9:00pm
Default music until 10:00pm.
106 AllsaintsForALL document straetgy for mac .indd 121
22/05/2018 09:48
AllsaintsForALL document straetgy for mac .indd 122
22/05/2018 09:48
PROMOTION
CHAPTER 10 / PROMOTION This chapter outlines the partnership, ambassadors and promotional tools which will be used to reach consumers, build hype and create conversation.
107 AllsaintsForALL document straetgy for mac .indd 123
22/05/2018 09:48
PROMOTION
Partnership
Keychange is a pioneering international initiative which empowers women to transform the future of music and encourages festivals to achieve a 50:50 gender balance by 2022. 60 emerging artists and innovators from across Europe will be invited to international festivals to take part in a series of showcases, collaborations and a programme of creative labs. Backed up by an innovation fund for the network to test new projects and ideas, Keychange aims to accelerate change and create a better more inclusive music industr y for present and future generations. Keychange is led by PRS Foundation, supported by the Creative Europe programme of the European Union, in partnership with Musikcentrum Öst, Reeperbahn Festival, Iceland Air waves, BIME, Tallinn Music Week, Way Out West, Liverpool Sound City and Mutek.
2022 Target Keychange started towards the end of 2017 so this pledge was established as a 5 year framework for change. Keychange is the first collective approach to tackling gender equality at festivals, so we’re starting with specific, measured steps, shaped by the festivals themselves which give ever yone a chance of making tangible progress and creating realistic long term change. We think 2022 is an ambitious but achievable target with time for change year on year rather than suddenly. “ This is a pledge based on inclusivity, It’s important to acknowledge and represent all unrepresented genders, our aim is to address the imbalance between those who are currently represented and those who are consistently under-represented. For this reason we will include all trans and non-binar y performers in the 50% of women for each festival.” - Keychange.eu “Support for artists must be at the heart of any ecosystem for music.” Vanessa Reed, CEO PRS Foundation.
108 AllsaintsForALL document straetgy for mac .indd 124
22/05/2018 09:48
PROMOTION
Figure 87
Figure 88
Figure 89
Figure 90
Figure 91
h a s a s t r o n g a n d p o w e r f u l r e l a t i o n s h i p w i t h t h e m u s i c i n d u s t r y, a n d want to carr y this relationship into our new philanthropic initiative. This is why the brand has chos en to par tner up wit h Keychange, to cre ate a festival for all and to help r a i s e a w a r e n e s s a n d c l o s e t h e g e n d e r g a p i n m u s i c . S t u a r t Tr e v o r i s a n a m b a s s a d o r for another PRS Foundation campaign, therefore, it was vital the brand stayed with the foundation and contributed to their important campaigns and charities. ALLSAINTS
109 AllsaintsForALL document straetgy for mac .indd 125
22/05/2018 09:48
PROMOTION
Brand Ambassadors
SHIRLEY M A N S O N
JORJA SMITH
ANNIE MAC
SHIRLEY MANSON / URBAN SAINT S Shirley Manson is a Scottish singer, songwriter, musician and record producer and is the lead singer of the alternative rock band; Garbage. Shirley Manson has a rebellious attitude and style and is a proud feminist, showing her support for female artists throughout her years. Manson is a keychange ambassador, and also one of three chosen ambassador’s for the ALLSAINTSFORALL campaign. Her resilience and empowerment means ever ything, inspiring the next generation of female musicians to push themselves and break the binar y in a male-dominated industr y. “I remain utterly outraged by the depressing statistics surrounding female representation in ever y aspect of the global music business. I am exceedingly grateful to the PRS Foundation for their initiative in tr ying to put this to rights for we absolutely and urgently MUST put it to rights. We are doing a great disser vice, not only to women of all races and socio-economic backgrounds but to all genders, culture and society in general by allowing the status quo to continue. I am proud to support Keychange and ever ything it is tr ying to do.” Manson’s long-running career within the industr y makes her the perfect ambassador for this campaign due to her knowledge, experience and fierce attitude. * Shirley Manson will be the main influencer and connector to the ‘Urban Saints’, taking each individual back to their youth and away from the working life to involve themselves in an important cause. Shirley Manson believes that ageism is an issue in the music industr y as well as sexism, and what’s to show the world that no matter what your gender, age, race, sex or culture, we all need to come together and put an end to inequality. Instagram Followers: 145,000
110 AllsaintsForALL document straetgy for mac .indd 126
22/05/2018 09:48
PROMOTION
ANNIE MAC / MODERN SAINTS Annie Mac is an Irish DJ and television presenter most popular for her Radio 1 DJ career and ANNIE MAC PRESENTS LOST & FOUND FESTIVAL. A legendar y DJ, Annie Mac is one of ver y few females that are given an opportunity in the DJ industr y. Annie Mac has been chosen as an ambassador due to her influence in the industr y, and her contribution to fighting gender inequality. ““Sexism is ever ywhere... It’s in all types of music. Essentially, the music industr y is run by men, it’s a patriarchal system. If you look at any top tier of any record label, all of them are run pretty much by men and that trickles down to ever y level. The promoters are all men and the people who own the festivals are all men, so things need to change, as they change in most other industries that are not dominated by women, i.e. anything apart from teaching and nursing.” * Annie Mac has been chosen as an ambassador for ALLSAINTSFORALL, and to influence and connect with the Modern Saints. Annie Mac has a broad audience following her, and mainly individuals from 25-40 years old listen to her music and radio shows. Annie will connect well with this audience due to her strong feminist ethos and connection with an audience similarly aged with similar values. The audience listen to Annie Mac regularly on Radio 1 and enjoy her strong variety in music taste, reflecting their openness and inclusivity. Instagram Followers: 338,000
J O R JA S M I T H / R E G E N E R AT E D S A I N T S Jorja Smith is a British singer and has independently released numerous singles, collaborating with other artists, most notably with Drake, Stormzy, and Kali Uchis, as well as producer Preditah. In 2018, Jorja Smith won the Brit Critics’ Choice Award at just 20 years of age. Released on International Women’s Day, ‘Beautiful Little Fools’ criticises the ‘beauty-over-brains’ mantra that the patriarchy seems determined to drum into the heads of young girls. A natural and powerful feminist, Jorja Smith was chosen as an ALLSAINTSFORALL campaign ambassador due to her talent, determination and empowering voice. Jorja Smith is still new in the industr y and is already making her mark as an influential singer. *ALLSAINTSFORALL has chosen Jorja Smith as an ambassador to connect with the Regenerated Saints due to her soulful, youthful and empowerful values and voice. Jorja has a natural and rare style that differentiates herself from many other singers. She is able to connect with our Regenerated Saints due to her passion for creativity and individuality. She embodies the ALLSAINTSFORALL ethical values and has a large social media following to show her desire for equality. Instagram Followers: 961,000
111 AllsaintsForALL document straetgy for mac .indd 127
22/05/2018 09:48
PROMOTION
Online Promotion / Social Media The main promotional tool will be online through the most popular social media network, Instagram. This enables ALLSAINTSFORALL to reach a wide audience, and target the younger generation through the use of hash-tags and engaging content. ALLSAINTSFORALL will create its own Instagram account, to differentiate itself from the main A L L S A I N T S brand, but keeping the same aesthetic therefore followers know both brands share the same values. Promotional will be started a month before the launch of ALLSAINTSFORALL mobile app and festival to generate buzz and build up momentum. The content will aim to excite followers, consisting of sneakpeaks of the line-up, factual information to shock and raise awareness and general information about the initiative. The three brand ambassadors, performers and other influences on Instagram will all post similar content to spread the word of the campaign,gaining as much coverage as possible. The posting time will be similar to the A L L S A I N T S Instagram account, sharing 1 post a day either at 1pm or 6pm. The content will also include real stories that will be featured within the festival book. Content will also be posted to A L L S A I N T S Facebook and Twitter, however, only and Instagram account will be made for ALLSAINTSFORALL, following an opti-channel method. This means that ALLSAINTSFORALL will be able to focus on Instragram content and the Army Of Saints audiences who all use this platform as a main source of social networking.
112 AllsaintsForALL document straetgy for mac .indd 128
22/05/2018 09:48
PROMOTION
Figure 92
allsaintsforall
1
6
allsaintsforall
10
London, United Kingdom
ALLSAINTSFORALL
ALLSAINTSFORALL Charity initiative (Brand) Equality. Inclusivity. Positivity. DOWNLOAD THE ALLSAINTSFORALL MOBILE APP.
#STANDFORALL
D O W N L OA D YO U R TICKETS ON ALLSAINTSFORALL M O B I L E A P P AT 8AM TOMORROW T O AT T E N D F O R A L L F E S T I VA L !
Followed by ALLSAINTS
JOIN US AND OUR U L T I M AT E L I N E - U P I NC LU DI NG JOR JA SMITH, ANNIE MAC AND STORMZY! D O W N L OA D YO U R TICKETS ON ALLSAINTSFORALL M O B I L E A P P AT 8 A M T O M O R R O W T O AT T E N D F O R A L L F E S T I VA L !
# S TA N D F O R A L L
JOIN US AND OUR U L T I M AT E L I N E - U P I NC LU DI NG JOR JA SMITH, ANNIE MAC AND STORMZY! # S TA N D F O R A L L
ALLSAINTSFORALL
X
allsaintsforall
Get ready for the ALLSAINTSFORALL mobile app release at 8am tomorrow! Download your tickets and meet us at The Roundhouse for FORALL FESTIVAL! #STANDFORALL
ALLSAINTSFORALL
ALLSAINTSFORALL X
Keychange
allsaintsforall
allsaintsforall I am honoured to be chosen as an Ambassador for ALLSAINTSFORALL and its partnership campaign with Keychange! #STANDFORALL
Read these facts. It’s incredibly upsetting to see, as a female artist myself, that women are under-represented in this industry. Its time to #STANDFORALL
#STANDFORALL
Get Ready. Equality For ALL. #STANDFORALL
Unbelievable line-up. Get ready its time to
113 AllsaintsForALL document straetgy for mac .indd 129
22/05/2018 09:48
PROMOTION
Online Promotion / Email marketing & E-commerce The A L L S A I N T S website will also promote the ALLSAINTSFORALL initiative to ensure complete coverage across online platforms, reflecting the digital nature of the brand extension. This will commence a week prior to the launch of the campaign, therefore it will not draw to much attention away from the A L L S A I N T S clothing campaigns and products. An extra page on the website will be created to allow consumers to explore sneak-peaks of the campaign initiative. Email marketing will be personalised to all A L L S A I N T S consumer, a week before the campaign launch. This will help the initiative to reach the Urban Saints and the Modern Saints, who are main audiences for email marketing. Content will be kept minimal, and photography will reflect the official festival book.
114 AllsaintsForALL document straetgy for mac .indd 130
22/05/2018 09:48
PROMOTION
Figure 93
WOMEN
MEN
GIFT CARDS
STUDIOS
ALLSAINTS
Search
My Bag
0
ALLSAINTSFORALL
ALLSAINTSFORALL Mu s i c h a s a l w a y s b e e n a t t h e h e a r t o f o u r b r a n d . No w, m o r e t h a n e v e r, w e need equality to keep the music alive.
EXPLORE HERE
115 AllsaintsForALL document straetgy for mac .indd 131
22/05/2018 09:48
PROMOTION
Offline Promotion A L L S A I N T S 2 4 0 R E G E N T S S T R E E T, L O N D O N
ALLSAINTS
ALLSAINTSFORALL ENTER
Figure 94
Offline marketing will include instore posters and window displays of the promotional photography and information. Once the campaign initiative has been launched, A L L S A I N T S will install an ‘Iphone-style’ stand that replicates the mobile app within the London-based store, Regents Street. The promotional posters will go on display 2 weeks before the launch. The aesthetic of the posters uses contrasting and ‘glitch’ style effects to reflect a digitalised festival, conveying the mobile applications digital use and the immersive event which will be colourful and exciting.
116 AllsaintsForALL document straetgy for mac .indd 132
22/05/2018 09:48
PROMOTION
S T R E E T WA L L , E A S T L O N D O N
Figure 95
To reflect the music/festival poster image, posters will be put up 2 weeks prior to the festival launch. The posters will consist of the line-up, location, activities and information on the downloadable ticket. The posters will be situated in mainly East/West London, to reflect the location of the festival in Camden and capture the East London audience, where the Regenerated Saints live. Two vibrant posters will be put up for the public to see and stop to read.
117 AllsaintsForALL document straetgy for mac .indd 133
22/05/2018 09:49
PROMOTION
News Release
The news release will be sent to the media including; Dazed & Confused, i-D Magazine, Grazia, Hunger, The Telegraph, Another Magazine, Tatler, Stylist, Elle UK and many more.
118 AllsaintsForALL document straetgy for mac .indd 134
22/05/2018 09:49
PROMOTION
Press Pack Contents
The pack contains information about the brand, the extension and initiative, and the festival experience. Press will be able to comment on their experience using this press pack as a guide and reference.
119 AllsaintsForALL document straetgy for mac .indd 135
22/05/2018 09:49
PROMOTION
Festival Book A festival look-book has been created to creatively capture the audiences attention. Various elements including photography, real-stores, information and line-up performers have been included within the book. The festival book reflects the aesthetic of the campaign and festival, helping audiences to recognise the campaign allowing it to become memorable. The book consist of 55 pages, with a matt-finish and saddle stitch bind. The book will be on sale at the event for ÂŁ5.00, becoming a souvenir and memor y for festival go-ers. The press and VIP guests will all receive a free festival book within their gift bags. The book follows a strong theme of consist stories of equality, inclusivity and the overall values of the campaign. The keychange pages will describe the facts surrounding the campaign and the cause, and what the charity is tr ying to do. This will firstly introduce readers to the context of the campaign. The next page will focus on A L L S A I N T S x Keychange partnership, and why the brand has chosen to work alongside an important charity. The next few pages will outline the festival line-up and the performers, also the reasoning behind each performer and why they have such a strong influence at the festival.
120 AllsaintsForALL document straetgy for mac .indd 136
22/05/2018 09:49
PROMOTION
Figure 96
121 AllsaintsForALL document straetgy for mac .indd 137
22/05/2018 09:49
PROMOTION
Festival Book
Figure 97
122 AllsaintsForALL document straetgy for mac .indd 138
22/05/2018 09:49
PROMOTION
These are the pages that will be included within the festival book. The DANIELLA stor y describes a young female musician who wants to pursue her career within music, but faces the struggle of the patriarchal male. The second stor y is from the band SEASONS, who as male artists, recognise the importance of supporting female artists. The lyrics page consists of Jorja Smiths song, B eautiful Little Fool, a song about empowering female beauty. ‘Me and you, standing for all’ is a photo stor y about two young individuals coming together and convey a message of togetherness. They wear the A L L S A I N T S jackets with customisation of the logos and #STANDFORALL hash-tag, reflecting the customisation activity at the festival. A quote from Creative Director Wil Beedle has also been added onto the last page of the look book, where readers can gain an overall understanding about the project and the brands main values, mission and aim.
Figure 98
123 AllsaintsForALL document straetgy for mac .indd 139
22/05/2018 09:49
PROMOTION
Photography / ALLSAINTS aesthetic The photography for this campaign reflects the existent aesthetic of ALLSAINTS. The vintage style photos will consist of edits that appear to be polaroid style imager y and 35mm film camera. The ‘Noise’ edit will be applied to the photos to reflect the retro style images that already flows throughout the A L L S A I N T S brand.
124 AllsaintsForALL document straetgy for mac .indd 140
22/05/2018 09:49
PROMOTION
Figure 99
125 AllsaintsForALL document straetgy for mac .indd 141
22/05/2018 09:49
PROMOTION
Photo Shoot 1
Figure 100
126 AllsaintsForALL document straetgy for mac .indd 142
22/05/2018 09:49
PROMOTION
Figure 101
The model ‘DANIELLA’ has been directed to simply ave fun and show her passion through a lens. Using her hand to cover the camera and move around the shots to create blur reflect ALLSAINTS existing imager y and show the audience ALLSAINTS doesn’t want to take life to seriously. This photo-shoot is about showing who Daniella is, and making positive change towards a serious cause. Pink tone has been added as an edit to give the images character and warmth.
127 AllsaintsForALL document straetgy for mac .indd 143
22/05/2018 09:49
PROMOTION
Photo Shoot 2
128 AllsaintsForALL document straetgy for mac .indd 144
22/05/2018 09:49
PROMOTION
Figure 102
These images from the shoot ‘me and you, standing forall’ convey togetherness and inclusivity, showing a diverse couple standing together and having fun. These images reflect the ‘couple’ style photo-shoots that A L L S A I N T S occupies. The images will be edited in a vintage/film camera style, with added ‘tape’ effect to reflect a scarp-book style. Noise has been added along with a blue colouring tone to reflect the colour theme of the campaign and initiative.
129 AllsaintsForALL document straetgy for mac .indd 145
22/05/2018 09:49
PROMOTION
Photo Shoot 3
130 AllsaintsForALL document straetgy for mac .indd 146
22/05/2018 09:49
PROMOTION
Figure 103
Each photo-shoot has followed a specific colour theme, and this photo-shoot consisted of purple and red tones. The first artist of the SEASONS band, Grant, shows powerful singing and movement as the purple light covers him. The camera has captured candid photography and sows natural movement to reflect the A L L S A I N T S natural photography. The second photo shoot for SEASONS band is with Bradley, using a contrast tone to outline his body and create a dark silhouette, showing his guitar.
131 AllsaintsForALL document straetgy for mac .indd 147
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 148
22/05/2018 09:49
LO GISTICS
CHAPTER 11
/
LOGISTICS
This chapter outlines the logistical elements of this project, including a time-line, budget, health & safety and social responsibility report.
132 AllsaintsForALL document straetgy for mac .indd 149
22/05/2018 09:49
LO GISTICS
Time-line / 18 Month Project Januar y - May 2018 + All contents of preparation has been detailed in this document from Januar y - May 2018 so far, all details consist of the bookings, ser vices and development that has already been undertaken in time for the campaign launch in August. + This includes research and development into mobile application ser vices, event locations, productions and campaign methods and structures to be pitched through a creative an persuasive pitch.
June 2018 + Location, models, ser vices, event aspects all booked and design team work alongside production team to deliver the best possible event. + Logistical areas and all performances prepared and booked. + Relationship building with ser vices, performers and clientele.
June 2018 + Location, models, ser vices, event aspects all booked and design team work alongside production team to deliver the best possible event. + Logistical areas and all performances prepared and booked and finalising any insurance issues.
June 2018 - Apri l 2019 + Mobile application will begin development in time for launch, the process will take 10 months to complete. + This includes working alongside Fueled, providing them with the content required from KeyChange, the ALLSAINTS digital, marketing and design teams including photo shoots and stores.
May 2019 + Mobile application will begin development in time for launch, the process will take 10 months to complete. + This includes working alongside Fueled, providing them with the content required from KeyChange, the ALLSAINTS digital, marketing and design teams including photo shoots and stores.
June 2019 + + + +
Invitations sent to press and guests. News Release sent out to media. Promotional tools and teasers commence. Press pack is prepared and finalised for guests at event.
Ju ly 2019 + Invited guests are encouraged to publish their excitement of the event to entice and encourage people to also attend the event and download the app/tickets. + Campaign and festival press/public launch commences. + ALLSAINTSFORALL app is live and tickets are downloaded. + Guests are encouraged to upload and create conversation on the success of the event.
August 2019 + ALLSAINTSFORALL continues to release updates and interact with its users and followers to keep entertained and connected .
133 AllsaintsForALL document straetgy for mac .indd 150
22/05/2018 09:49
LO GISTICS
1st - 8th June 2019
+ Promotion begins on Instagram, Facebook, Twitter on to the ALLSAINTS account and the launch of ALLSAINTSFORALL Instagram account begins. + Email promotion is sent out. + News Release is sent out to media. + Ambassadors briefed and informed on content of campaign in general meeting and emails. + Finalisation and over view of mobile app. Tests conducted and legal activities completed.
10th June - 4th Ju ly 2019 + Guest lists and dietar y requirements completed and finalised. + Production and ser vices finalised.
5th Ju ly 2019
+ Final promotional content released in anticipation for the event. + Performers all secure and checked into hotels. + Event Preparation finalised and checked for correction and health and safety.
6th Ju ly 2019 + 8am launch of ALLSAINTSFORALL app, all promotion encourages followers to download, releases details and targeted to London-based followers. + Campaign launches and FORALL Festival/press launch commences.
7th Ju ly 2019 + Take down of event production. + Updates and highlights of festival promoted through Instagram and onto the app.
8th Ju ly 2019 + Thank you emails sent to all invited guests and press to secure honest and strong relationships, also for excellent feedback on the event.
15th Ju ly 2019 + Film of event and photography launched onto the app.
134 AllsaintsForALL document straetgy for mac .indd 151
22/05/2018 09:49
LO GISTICS
Budget Ser vice
Company
Summar y
Venue
The Roundhouse
The venue will be hired for 2 days for set up and £56,000 +VAT event day, the take day down is free of charge.
Catering
Kerb Street Food
The Roundhouse has recommended that catering £10,000 service. The service will consist of food and drink vans, along with canapé style food for VIP guests and press. 5 different food and drink stalls, along with The Roundhouse bars will be provided.
Equipment
The Roundhouse
The equipment is free of charge and included in * the venue package. This includes staging, seats and tables etc.
Lighting
The Roundhouse
The lighting is free of charge and included in the * venue package.
Sound
The Roundhouse
The sound system is free of charge and included in * the venue package.
Bleach London Salon Bleach London Bar
Expenses
A collaboration to promote both brands, Bleach £1,000 London will sponsor the charitable event, however, ALLSAINTS will provide a set up fee for production.
Frith Street Tattoo Bar Frith Street Tattoo A collaboration to promote both brands, Frith £1,000 Street Tattoos, will participate for free at the charitable event, however, ALLSAINTS will provide a set up fee for production. Customisation
ALLSAINTS
The customisation station will be designed by £6,000 ALLSAINTS, with the brand ordering new equipment to apply to the event. Guests will invest in the jackets and products they would like customising, with ALLSAINTS products existing prices.
Photography
Splento
7 photographers over a 15 hour period.
Social Walls
EverWall
A long display of social walls will be at the event £1,300+VAT for guests to upload and share their images on to the mobile app and a few selected to the Instagram. This will be present for 5 hours.
Polaroid
Fuji Film
5 members of staff will take it in turns to take po- £1,000 laroid pictures for the public, 5 cameras will be provided and extra film.
Staff
The Roundhouse
The Roundhouse have specific staff and services that will be provided.
Security
The Roundhouse
The Roundhouse have specific security guards that will be provided.
Performers
£2,000
*Each performer and ambassador will receive an £24,000 equal amount of money to cover the cost of their sets, promotion and dressing. As the event is part of a charitable event, costs will not be high for performers and they will each perform to raise awareness, not for profit.
135 AllsaintsForALL document straetgy for mac .indd 152
22/05/2018 09:49
LO GISTICS
Service
Company
Summary
Expenses
Hotel
Citadines Barbican London
Transport
Nationwide hire UK
10 cars/mini vans will be used to transport the performers, along with 1 lorry transporting any additional services required.
£2000
Mobile Application
Fueled
This cost is based on the quote given to ALLSAINTS by Fuel.
£ 175,000
Press Pack
Digital Printing
50 press packs will be printed at a discounted price of £25 each. £1,250
Press Box/Invites
PhotoLine Newcastle
80 Press boxes will be created for invitations along with a laser-cut invite costing £30 each.
£2,400
Press Gift Bag
ALLSAINTS Print
These bags are already produced by ALLSAINTS at £3 each from a private service.
£240
Key Ring
ALLSAINTS Design
ALLSAINTS will design and manufacture a campaign limited edition keyring 1,200 will be created, with 1,000 being sold to festival go-ers and 200 saved for invited guests.
£2,000
Festival Book
PhotoLine Newcastle
1,200 will be produced to give to press and VIP guests then sold at £5 each to ticket guests.
£3,000
Hoxton Gin
Hoxton Gin
A limited edition gin bottle will be provided by Hoxton Gin, with a discounted price as promotion is for both brands., 80 bottles will be distributed
£2,000.
Journal
PhotoLine
A notebook-style journal will provided
Bleach London Dye Set
Bleach London
These will be provided by Bleach London for free.
£0
ALLSAINTS Gift Card
ALLSAINTS
A £100 gift card will be included into the press gifts.
£8,000
Promotional Posters
PhotoLine Newcastle
1,000 promotional posters including in-store design and street posters.
£2,000
Instagram Promotion
This includes sponsored posts and influencer posts. Due to the charitable nature and content, the price will not be high for all influences.
£25,000
Delivery of Invites
Royal Mail First class
The invites will be tracked and sent to each guest and press.
£400
5 Models
ALLSAINTS Scout
The models chosen are real people and have contributed to the campaign through real emotive stories.
£2,500
£4512
£332,602
Grand Total
*Profit made by the Jacket Customisation activity and Festival books will be donated towards the funding for KeyChange PRS Foundation. *Prices include estimations, quotes, industry experts and ALLSAINTS insiders.
136 AllsaintsForALL document straetgy for mac .indd 153
22/05/2018 09:49
LO GISTICS
Health & Safety / Social Responsibility Overall, the campaign is a philanthropic initiative, therefore ethical values and social responsibility are at the heart of the values and goals set by ALLSAINTSFORALL. The campaign aims to bring together all audiences that align with A L L S A I N T S own interests and values and love for music, film and fashion. The Army of Saints includes audiences from different backgrounds, that all inhibit the A L L S A I N T S lifestyle. This initiative will provide consumers with stories that bring to life the brand and what it stands for. Throughout the campaign and activities, complete respect for anyone involved will be provided, along with official consent and will not jeopardise brand loyalty and values. The project will be managed efficiently and responsibly, sourcing correct content, cast and staff to complete an effective an engaging campaign. Risk assessments and plans will be set out by the project management team to ensure the campaign runs smoothly and contains all legal documents and production methods. With appropriate contingency plans, the A L L S A I N T S team should be prepared for any problems and issues faced in the running and production of the campaign and events.
137 AllsaintsForALL document straetgy for mac .indd 154
22/05/2018 09:49
LO GISTICS
* An example of the risk assessment that will be carried out prior to the event, ensuring the safety of the staff and guests. POTENTIAL HAZARDS
WHO MAY BE AFFECTED
MEASURES TAKEN TO REDUCE/ELIMINATE RISKS
Electrical Hazards
Event staff and guests + All electrical services and fittings will conform to the rules and regulations. All items will be PAT tested. + All equipment will be checked throughout the day and will be turned off when not in use. + Visitors and guests will be prohibited from using any plugs or touching electric equipment unless advised otherwise.
Trips, slips and falls Event staff and guests +Walkways will be kept clear as well as back of during set up and running house storage. of event + Spillage will be cleared up straight away and sign will be put in place. + Shop floors will be kept tidy and objects/ wires will be out the way and securely placed. + Marketing materials and stands will be out the way and correctly placed to ensure there is no harm to staff or guests. Rubbish and general waste Event staff, guests and general public
+ Waste will be collected throughout the press launch and event day and recycled where possible. + All staff are responsible for clearing their own areas and at the end of the day.
138 AllsaintsForALL document straetgy for mac .indd 155
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 156
22/05/2018 09:49
CAMPAIGN
ANALYSIS
C H A P T E R 1 2 / C A M PA I G N A N A L Y S I S This chapter describes the placement and analysis of this campaign, and how it will measure its success.
139 AllsaintsForALL document straetgy for mac .indd 157
22/05/2018 09:49
CAMPAIGN
ANALYSIS
Ansoff Matrix
Existing
Products
New Product Development
Markets
Existing
Market Penetration
Diversification
New
Market Development
140 AllsaintsForALL document straetgy for mac .indd 158
22/05/2018 09:49
CAMPAIGN
ANALYSIS
Diversification can be seen for this project due to A L L S A I N T S entering a new market with a new product, to new and existing audiences. The risk is high as ALLSAINTS is developing an application and festival not done before. This shows A L L S A I N T S as taking a new direction to cater to audiences and become a more inclusive brand through high risk activities. will be penetrating the mobile application and festival markets, differentiating itself from competitors who use in-store concept strategies rather than developing a whole new brand in connect with A L L S A I N T S . This is an exciting and new direction for A L L S A I N T S , which will enable the brand to connect with new and existing audiences in interactive and engaging activities. ALLSAINTS
Consumers will be able to see the efforts of the brand and will respect the brand inclusive nature.
141 AllsaintsForALL document straetgy for mac .indd 159
22/05/2018 09:49
CAMPAIGN
ANALYSIS
Measuring Success
SOCIAL MEDIA ENGAGEMENT & CONVERSATIONS
USE OF HASH-TAG
NUMBER OF GUESTS AT FOR ALL FESTIVAL
142 AllsaintsForALL document straetgy for mac .indd 160
22/05/2018 09:49
CAMPAIGN
ANALYSIS
SALES OF ALLSAINTS PRODUCTS
MEDIA COVERAGE, REVIEWS AND EVENT FEEDBACK
APP & TICKET DOWNLOAD
143 AllsaintsForALL document straetgy for mac .indd 161
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 162
22/05/2018 09:49
VISION
CHAPTER 13
/
VISION
This chapter outlines the future vision of this project and how the brand will continue to succeed.
144 AllsaintsForALL document straetgy for mac .indd 163
22/05/2018 09:49
VISION
Figure 104
145 AllsaintsForALL document straetgy for mac .indd 164
22/05/2018 09:49
VISION
Future ALLSAINTSFORALL will be a continuous initiative to keep constant transparency and social responsibility for consumers to engage with. As the initiative will aim to produce seasonal campaigns, its main focus will be on promoting inclusivity and creating positive change. This initiative will put A L L S A I N T S in a more positive light by involving itself in philanthropic acts to help the world. There are few fashion brands that create a new initiative to solely focus on charitable work, differing A L L S A I N T S from many competitors. Women’s rights and equality within the music industr y are at the heart of this pilot campaign and ALLSAINTS will gain a more respectable and caring repudiation which will work well with the conscious consumer. The development of a mobile application will digitally innovate the brand, opening new ventures and expansion for the brand. The success of the digital app will then filter into the A L L S A I N T S clothing brand, allowing consumers to shop direct from their phones, which would boost sales due to easier accessibility. This was made apparent when the A L L S A I N T S Instagram added the shoppable portal, with sales rising up by 50% in the first week. Using a festival in connection with the brand will show creative, engaging events offered by A L L S A I N T S . The current situation shows that A L L S A I N T S does not already produce many events to connect with the audiences. Therefore, this will help the brand to become more inclusive and boost sales and reputation. The brand will also be able to build stronger relationships with the music industr y and artists for future events. The brand will be able to cater to specific audiences and reach a new target audience of younger consumers by differentiating each audience group. This has been done by looking at the Instagram users of A L L S A I N T S has helped the brand to direct and personalise specific means of communication and content towards specific consumers.
146 AllsaintsForALL document straetgy for mac .indd 165
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 166
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 167
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 168
22/05/2018 09:49
CHAPTER 14
/
IMAGE REFERENCES
This chapter outlines the promotional tools which will be used to reach consumers, build hype and create conversation.
147 AllsaintsForALL document straetgy for mac .indd 169
22/05/2018 09:49
IMAGE
REFERENCES
REFERENCES Figure 1: https://www.pinterest.co.uk/pin/303570831125936601/ Figure 2: https://www.google.co.uk/search?q=allsaints+come+together&source=lnms&tbm=isch&sa=X&ved=0ahUKEwigx5z40ZTbAhVIbVAKHTKjDBsQ_AUICigB&biw=1368&bih=676#imgrc=y_i0eHEVQxZMgM: Figure 3: https://www.pinterest.co.uk/pin/555702041517134052/ Figure 4: https://www.pinterest.co.uk/pin/727964727241326070/ Figure 5: https://www.billboard.com/articles/news/7701954/all-saints-relaunches-performance-series-la-sessions-exclusive Figure 6: https://www.google.co.uk/search?q=the+biker+project+all+saints&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi3tIvJ05TbAhXHJlAKHYOYAh4Q_AUICigB&biw=1368&bih=676#imgrc=m-4f4rB0_ ePImM: Figure 7: https://www.fashiongonerogue.com/allsaints-aw-2012-campaign-is-a-creative-experience/ Figure 8: http://basement.boardnew.site/all-saints-basement-sessions/ Figure 9: https://www.pinterest.co.uk/pin/514536326156610863/ Figure 10: https://www.gettyimages.co.uk/event/vogue-fashions-night-out-london-2014-514606573 Figure 11: https://www.allsaints.com/collections/2018/biker-portraits-new-york/ Figure 12: Images taken by Abigail Scott Figure 13: Images taken by Abigail Scott Figure 1 4: https://www.allsaints.com/men/edits/the-hawaiian-shirts-project/ Figure 15: https://www.pinterest.co.uk/search/pins/?q=acne%20studios%20leather&rs=typed&term_ meta[]=acne%7Ctyped&term_meta[]=studios%7Ctyped&term_meta[]=leather%7Ctyped Figure 16: https://www.pinterest.co.uk/search/pins/?q=french%20connection&rs=typed&term_meta[]=french%7Ctyped&term_meta[]=connection%7Ctyped Figure 17: https://www.allsaints.com/men/edits/the-hawaiian-shirts-project/ Figure 18: https://www.brit.co/patterned-mobile-wallpaper-downloads/ Figure 19: https://www.youtube.com/watch?v=YszHf4VtIW0 Figure 20: https://www.pinterest.co.uk/pin/96686723225153157/ Figure 21: https://www.pinterest.co.uk/pin/458241330819054599/ Figure 22: https://www.pinterest.co.uk/pin/557813103819953613/ Figure 23: https://www.pinterest.co.uk/pin/114490015512695764/ Figure 24: https://www.pinterest.co.uk/pin/562175965971436239/ Figure 25: https://www.pinterest.co.uk/pin/389279961534069789/ Figure 26: https://humanhuman.com/articles/women-in-the-music-business Figure 27: https://www.telegraph.co.uk/music/news/musics-gender-problem-women-miss-best-album-nominations-brit/ Figure 28: https://www.gadventures.co.uk/trips/sziget-festival-experience/EJHH/ Figure 29: http://www.takayon.com/POP-UP-Festival Figure 30: https://www.eventbrite.co.uk/blog/2018-pop-festival-trends-ds0c/ Figure 31: https://www.campaignlive.co.uk/article/exterion-media-offers-brands-social-home/1365736 Figure 32: Image taken by Abigail Scott Figure 33: https://www.pinterest.co.uk/pin/606156431071106712/ Figure 34: https://www.allsaints.com/the-gallery/#opi2937344897
148 AllsaintsForALL document straetgy for mac .indd 170
22/05/2018 09:49
IMAGE
REFERENCES
Figure 35: https://www.allsaints.com/the-gallery/ Figure 36: https://www.allsaints.com/the-gallery/ Figure 37: Created by Abigail Scott Figure 38: Created by Abigail Scott Figure 39: Created by Abigail Scott
Figure 40: Created by Abigail Scott Figure 41: Created by Abigail Scott Figure 42: Created by Abigail Scott Figure 43: Email sent from The Roundhouse Figure 44: Email sent from The Roundhouse Figure 45: http://lipsandstones.blogspot.co.uk/2015/06/bleach-london-hair-dye-review.html Figure 46: https://www.allsaints.com/women/leather/style,any/colour,any/size,any/ Figure 47: http://frithstreettattoo.co.uk/ Figure 48: https://uk.polaroidoriginals.com/products/onestep2-polaroid-camera?utm_medium=cpc&utm_ source=googlepla&variant=52944953607&gclid=Cj0KCQjwuYTYBRDsARIsAJnrUXBRAj13jfjZWABPCQlgcWNUFcI7zk8FWEhknfYqaIRg_6HfgYQR2lwaAraBEALw_wcB Figure 49: pinterest.com/festival Figure 50: Colour Palette created by Abigail Scott Figure 51: http://www.foodshowltd.com/exquisite-venues/roundhouse/ Figure 52: Created by Abigail Scott Figure 53: https://www.kerbfood.com/kerb-caters/ Figure 54: https://www.kerbfood.com/kerb-caters/Figure 55: Figure 56 : google.com/interactivewalls Figure 57: https://experimentaltypography.com/2011/03/01/tab-installation/ Figure 58: http://www.madeupltd.com/casestudies/view/all-saints-vogue-fashion-night-out Figure 59: https://www.edmtunes.com/2018/02/virtual-self-mini-mix/ Figure 60: https://crackmagazine.net/article/long-reads/aesthetic-jorja-smith/ Figure 61: http://www.keychange.eu/ Figure 62: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 63: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 64: Created by Abigail Scott Figure 65: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 66: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 67: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 68: https://live.tourdash.com/embed/a0ad26122600448fb64f1f954dd6e846 Figure 69: http://www.dazeddigital.com/music/article/32498/1/shirley-manson-truth-seeker
149 AllsaintsForALL document straetgy for mac .indd 171
22/05/2018 09:49
IMAGE
REFERENCES
Figure 70: http://www.sunbeamstudios.com/2014/10/03/eliza-doolittle-for-silver-spoon-attire/ Figure 71: http://www.dailymail.co.uk/femail/article-3136873/SEBASTIAN-SHAKESPEARE-La dy-Mary-s-grab-attention.html Figure 72: https://www.edmtunes.com/2018/02/virtual-self-mini-mix/ Figure 73: http://www.look.co.uk/fashion/madison-beer-missguided-606830 Figure 74: http://www.hindsband.com/ Figure 75: https://crackmagazine.net/article/long-reads/aesthetic-jorja-smith/ Figure 76: https://www.flickr.com/photos/405images/32694509971 Figure 77: https://www.vogue.in/content/madame-gandhi-readies-five-city-india-tour/ Figure 78: https://crackmagazine.net/article/music/stormzy-the-rise-of-big-mike/ Figure 79: https://www.tumblr.com/privacy/consent?redirect=http%3A%2F%2Fghostinthemachine10.tumblr.com%2Fpost%2F135295021905%2Feliot-sumner-photographed-by-fanny-latour-lambert Figure 80: Collage created by Abigail Scott Figure 81: https://www.maxim.com/style/leather-jacket-weather-nick-grimshaw-2015-9 Figure 82: http://www.dailymail.co.uk/tvshowbiz/article-4143488/Paris-Jackson-rocks-grungy-jacket-bootsDior-show.html Figure 83: http://www.estorie.co/myownstories/billyraffoulportraits Figure 84: http://www.ukcollectionz.com/alexa-chung-2017-outerwear-studded-leather-jacket Figure 85: https://www.pinterest.com/deaja34/adwoa/ Figure 86: https://www.pinterest.co.uk/pin/332773859937927518/ Figure 87: keychange.eu Figure 88: keychange.eu Figure 89: keychange.eu Figure 90: keychange.eu Figure 91: keychange.eu Figure 92: Created by Abigail Scott Figure 93: Created by Abigail Scott Figure 94: Created by Abigail Scott Figure 95: Created by Abigail Scott Figure 96: Created by Abigail Scott Figure 97: Created by Abigail Scott Figure 98: Created by Abigail Scott Figure 99: allsaints.com/outofseason Figure 100: Created by Abigail Scott Figure 101: Created by Abigail Scott Figure 102: Created by Abigail Scott Figure 103: Created by Abigail Scott Figure 104: Created by Abigail Scott
150 AllsaintsForALL document straetgy for mac .indd 172
22/05/2018 09:49
IMAGE
REFERENCES
-ENDS-
151 AllsaintsForALL document straetgy for mac .indd 173
22/05/2018 09:49
AllsaintsForALL document straetgy for mac .indd 174
22/05/2018 09:49