BRAND BOOK 2016
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The Company The Brand The Collections The Store The Customer
“AllSaints is a global, digital, contemporary brand with an independent spirit. We are obsessed with building a business model for the future, which puts brand experience and our customers at the core of everything we do.�
Established 1994 in East London
ÂŁ252M gobal revenue Year ending January 3, 2016
208 directly operated stores across 20 countries
3200 Global employees
30M visits to AllSaints.com in more than 190 countries
AllSaints captures the creative values, attitude and industrial backdrop of East London and shares this with its global community. This is reflected in our iconic products such as biker jackets and denim, in our music, film and digital content, and in our design aesthetic across the brand. AllSaints projects an aspirational and contemporary image. Our sense of independence is key. Our confidence is everywhere.
ALLSAINTS IS A
G L O B A L D I G I TA L B R A N D WE OBSESS OVER CUSTOMER & BRAND EXPERIENCE
GLOBAL DESIGN THINKING MODEL Digital Brand with stores
GLOBAL DESI GN TA L E N T D R I V I N G T H E B R A N D Not only sketches / designs but also travels globally to work with global best vendors, as well as to obtain inspiration from all cultures.
M ONTH LY F L O O R S E T S Once products are complete: our model differentiates even further, as we present products to customers based on the AllSaints Calendar.
DI GI TA L F L O O R S E T S Are created and aligned to Monthly floorsets, as well as to further enable brand curation of collection.
I NTERNAL SOURC I N G & G L O B A L V E N D O R S Our collections are produced to the highest quality, as we enable Design to work with the best materials trims and vendors to craft our products.
FLEXI BI L I T Y & R E A C T I V I T Y Our ability to further adapt floorsets on a weekly basis in stores, as well as AllSaints.com, based upon business trends as well as climate zones.
BRAND POSITIONING Value & Quality
LUXURY PERCEPTION BURBERRY BRIT ISABEL MARANT IRO SANDRO THEORY
ALICE & OLIVIA KOOPLES
TED BAKER REISS
LOW PRICE POINT
MAJE
VINCE
RAG & BONE PAIGE
TOPSHOP
UNIQLO
HIGH STREET PERCEPTION
HIGH PRICE POINT
REGIONAL MIX Our ability to further adapt floorsets on a weekly basis in stores, as well as AllSaints.com, based upon business trends as well as climate zones.
ALLSAINTS
LUXURY
35%
60%
5%
AMERICA
EUROPE
ASIA
27%
35%
38%
We invited the global customers of AllSaints to express their own identity through a user generated content campaign. We asked for images of them wearing iconic pieces to be shared on social media or uploaded to our website using the hastatag ‘#itsuptoyou’.
3 , 6 8 7 CAM PA I G N U P L O A D S 6 6 K GLOBA L WE B S I T E V I S I T S 4 0 3 + PHO TO S P U B L I S H E D
THE COLLECTION SPRI NG SUM M E R 2 0 1 6 WO ME N S WE A R
THE COLLECTION SPRI NG SUM ME R 2 0 1 6 ME N S WE A R
MAY LOOKBOO K WO ME N S WE A R 2 0 1 6
M AY LOOKBOO K 2 0 1 6 ME N S WE A R
FASHION WEEK 2016 TOKY O & N E W Y O R K
Presented at Tokyo Fashion Week
Left: Tokyo Fashion Week BTS Above: Tokyo Fashion Week
Left & Above: New York Fashion Week
THE COLLECTION AUTUM N W I NTE R WO ME N S WE A R 2 0 1 6
AUTUM N W I N T E R ME N S WE A R 2 0 1 6
THE CAPITAL COLLECTION AUTUM N W I NT E R H A N D B A G S 2 0 1 6
EMOTIVE INDUSTRIAL STORES Our ability to further adapt floorsets on a weekly basis in stores, as well as AllSaints.com, based upon business trends as well as climate zones. 208 DIRECTLY OPERATED STORES
4 CANADA
89 UK 24 EU
63 USA 26 ASIA 2 MIDDLE EAST
EMOTIVE INDUSTRIAL STORE DESIGN
Beverly Drive, LA
Meatpacking, NewYork
Las Vegas
Etienne Marcel, Paris
Jacks Place, London
Regent Street, London
Shibuya, Tokyo
Coex, Seoul
Above: Covent Garden Store Left: Regent Street Store
ALLSAINTS DIGITAL
100% in house approach
30M visits in 2015
24/7 Customer experience hub
Our own digital platform
BUY NOW WEAR NOW Once products are complete: our model differentiates even further, as we present products to customers based on the AllSaints Calendar. 3 0 0 NEW O P T I O N S ADDED M O N T H LY M ONTHLY VS I N D U S T RY
CUSTOMER PROFILE THE CORE OF EVERYTHING WE DO
UNITED KINGDOM W OM EN
Average age of 35 Salary of <£35k yearly
ME N
Average age of 31 Salary of <£35k yearly
UNITED STATES W OM EN
Average age of 35 Salary of $100k+ yearly
ME N
Average age of 31 Salary of $100k+ yearly
2016 & BEYOND PRODUCTS APPAREL
Continued evolution and investment in RTW subcategories HANDBAGS Launch non apparel collections, in both women and men in 2015 SHOES A relaunch of the Women and Men Shoes collection in 2016
CHANNELS RETAIL
Growing from 148 stores to 250 in the next 12 months with a focus on international markets DIGITAL Investing further into this channel to grow to £100m in the next 24 months WHOLESALE & FRANCHISE Continue to develop new markets, levering our new handbags, shoes and other categories TRAVEL RETAIL Finalising discussions with partners for 2016 LICENSING On going discussions with potential partners
REGIONS ASIA
Launched Korea and Taiwan 2015, Japan 2016, Ongoing China assessment 2017 AMERICA
Continued Americas expansion in key cities EUROPE
Continued expansion in France and Germany, as well as other key markets in 2016 INTERNATIONAL
Ongoing discussions for Latin, America, Scandinavia, Turkey, Australia and other markets MIDDLE EAST
Launched in Dubai in 2015, with a 5 year vision to expand into 6 other countries
GLOBAL DIRECTORSHIP
WILLIAM KIM Chief Exectutive Officer
In October 2012, AllSaints appointed William Kim as Chief Executive Officer. Kim’s management philosophy at AllSaints has been “to create a brand for 2020”, a forward looking approach to building a global, digital organisation that has resulted in taking the company into sustained profitability, through its unique model. Under Kim’s direction, the technical framework has been completely restructured, and an agile work culture across its 3,200 global employees has been instilled. Kim’s mission has been to expand the brand’s footprint and maximise both existing and new product and channel opportunities. Kim has expanded the brand’s global reach by venturing into new markets including Asia, the Middle East and Latin America. Today AllSaints operates 208 stores in 21 countries, with an continued expansion programme of store openings in new and existing markets underway. Prior to AllSaints, William Kim held several leadership positions at Burberry across Asia, Europe and the Americas, including Senior Vice President of Digital while based in London. Previously, Kim spent seven years with the Gucci Group, holding senior roles in global markets across numerous divisions, including Stella McCartney, Alexander McQueen, Gucci Watches & Jewellery, and Bedat & Co.
WIL BEEDLE
Chief Creative Director
In 2006, Wil Beedle joined the AllSaints design team, and was swiftly promoted to Menswear Director. wIn 2012, Beedle was promoted to Chief Creative Director of AllSaints, working in partnership with new C.E.O William Kim.
PETER WOOD Chief Operating Officer
Peter joined AllSaints as Global Chief Financial Officer in 2010 and has recently been appointed Global Chief Operating Officer.
In the ensuing period, Beedle has overseen seen the brand’s transformation, directing all aspects of design and visual communications for women’s, men’s and accessory collections. Since 2013, he has also successfully taken AllSaints’ collections onto the official Fashion Week schedule worldwide, initially New York, then London and Tokyo, before initiating off-schedule activity such as directing the recent film collaboration Far From Here with Maya Thurman-Hawke.
Peter qualified as a Chartered Accountant 19 years ago specialising in corporate finance with Arthur Andersen in Scotland and London and has over the years gained considerable experience working with leading UK entrepreneurs and private equity firms helping them to deliver their growth ambitions, always with consumerfocused businesses. His first CFO role was based in Edinburgh with multi-brand denim fashion retailer USC, playing a key role in the turnaround and rapid growth of the business over five years and delivering a successful exit for Bridgepoint Capital in 2004.
Born in London, Wil Beedle studied English Literature at Cambridge University before relocating to Paris where he established himself as a visual artist working principally in the fields of painting and collage.
Peter has a First Class Combined Honours Bachelor of Science degree in Mathematics & Physics from the University of Glasgow and lives in Hampshire with his wife and daughter.
C ON TACT DETAILS FO R PRESS pre ss@alls aints .com SOC IAL M EDIA
AL L SAINTS.COM
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