ALLSAINTS ATTITUDE. CONFIDENCE. ORIGINALITY
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OUR MISSION
We at A L L S A I N T S want to provide exquisite service to our customers and to create a brand that blends culture, fashion and music into a potent formula of desirable clothing that expresses individuality and attitude
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FACTS
- Global brand with over 30 new stores opening in 2014 reaching to Asia. - Our digital and online presence is growing. - Increasingly operate as a digital brand focusing on music, film and art. - Always looking for new talent
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HISTORY OF ALLSAINTS
AllSaints was founded in 1994 by Stuart Trevor and Kait Bolongaro, who was the original womenswear designer at All Saints, and who have since gone on to found the Bolongaro Trevor label. All Saints started as a wholesale menswear brand that sold exclusively to high-end retailers such as Harvey Nichols and Harrods. The company was named after Stuart Trevor’s pseudonym, “The Saint” based on his initials “ST” and updated at the 1993 Notting Hill Carnival that Stuart Trevor attended, and spent much of his time on the renowned All Saints Road, which has been at the cultural forefront for those interested in music and design since the 1960s. The first stand-alone AllSaints store was opened in Foubert Place off Carnaby Street in London on All Saints Day in 1997. The company’s first womenswear collection followed the next year (1998), born directly out of the expanding menswear collection.
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T HCOMING E A V E R A GSOON E ALLSAINTS CUSTOMER
25 year old who is young, style conscious and has a reasonably good income Lives in the city of London Likes a dark aesthetic in terms of fashion, art and music Someone who values watching fashion shows and keeping up to trends. Interested in music, alternative and rock Interested in being unique and being unidentifiable in terms of clothing.
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FILM
CREATIVE PLATFORMS
AllSaints Film will deliver several products a year, exploring everything “from music, style and street documentaries to cutting-edge moving image installations”. The company will commission young innovative filmmakers as well as producing its own in-house content - under the supervision of AllSaints creative director Will Beedle. “So much of what we value at AllSaints is best conveyed through moving image - the attitude of bands, creative disruption, or simply the evolution of AllSaints as a brand. To want to share these elements is the most natural thing,” Beedle told us. “Having a fully operational film division allows us to commission and create in-house exclusive content that can be quickly, broadly and nimbly shared with our ever-growing global community. As a brand that prefers ongoing digital communications to, say, seasonal print campaigns, we feel that film truly is the medium of our times.” The division won’t be limited to fashion-focused films: it’sfirst release is New Music City, a film about the emerging Nashville music scene, focusing on the Kings of Leons’ independent record label, Serpents and Snakes. The documentary features interviews with the band and live performances from this year’s SXSW festival.
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MUSIC The company’s strongest connection to date has been to the music industry, where they have collaborated with many established musical acts, including: U2, Stereophonics, Robbie Williams, Kelis, and Kings of Leon. AllSaints also hosts underground events called “AllMusic Parties” intended to showcase emerging British musical talent. In 2010, the English rapper Tinie Tempah released a single titled “Frisky” that entered the UK Singles Chart at #2 and mentioned the brand in one of the lyrics: “I think I found a winner, with no ring around her finger. Her dress from AllSaints, but I think I’ve found a sinner.” In 2013, Justin Timberlake released a single titled “Suit & Tie” featuring Jay-Z in which Jay-Z also mentioned the brand in the lyrics: “Tom Ford tuxedos for no reason. All Saints for my angel. Alexander Wang too.”
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ALLSAINTS STUDIOS
The home for music and film showcasing exclusive content from various talent. Viewable worldwide, a huge platform for artists. Past performers have included; One republic, Cage the Elephant, The Ceremonies and many more.
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GROWTH AND EXPANSION
AllSaints rapidly expanded globally in 2009-10.That same year the company launched its U.S.-specific e-commerce site and opened its first U.S. store in New York City. Starting in 2009, AllSaints opened stores all across the United States; including New York, Boston, Los Angeles, San Francisco, Miami, Washington, D.C., Santa Monica, Seattle and Chicago. By 2010, the cost of North American expansion was £43 million, almost double the original projected cost, and AllSaints began to have trouble paying suppliers. On Thursday, April 04, 2013 AllSaints Spitalfields opened up its first store in Canada, at Yorkdale Mall in North York-Toronto, Ontario. Future stores are to be opened in Asia expanding our global network.
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Online, Online, Online!
HOW WE PROMOTE
Using a discreet promotional approach- rely on word of mouth approval. -Interactive communication: twitter, facebook, instagram and youtube updates - Newsletter emailed every month updating consumer on new arrivals, promotions etc How do we achieve this? 1. By using segmentation AllSaints knows the gender of who you are! Showing pictures of this season’s must-have fashion pieces. 2. By reinforcing the value of the proposition Including a brief summary of what to expect and also the benefits of shopping at AllSaints online. 3. By having a clear call to action Including links to shop by section; dresses, denim, footwear which will hopefully lead to an upsell. 4. By reminding the reader to add AllSaints to their address book This is very important to help deliverability and correct display.
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5. By being sociable Include ‘join the community’ links as well as a download to the App link – and an invitation to ‘Like’ AllSaints on Facebook.
FRAGRANCE CONCEPT There is a niche in the All Saints brand for a fragrance to be released. Market research has suggested that women’s fragrances are still high in sales which is why we want to release a women’s fragrance as our first release.
The fragrance will be called “ A L L S C E N T By A L L S A I N T S”
Social Media platforms and associated interaction are helping marketers to market the product and even get reviews about the success of their Fragrance range. By segment, women’s fragrance have been traditionally leading the overall market and is expected to continue to generate strong demand over the coming years thanks to innovative products.
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A L L S C E N T By A L L S A I N T S
Launching September 2014 PRICE: £40.00 SIZE: 50ML 10% of profits go towards ‘Not For Sale’ charity
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NARRATIVE AND PROMOTION
This fragrance is targeting the female viewer who is young, trendy and sexy. The scent is musky with hints of leather, amber and vanilla to emulate the essence of London and Britishness as All Saints is quintessentially a British brand Promoting through digital and social media only, this is cost effective and translates All saints as an interactive brand
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CAMPAIGN
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ON WEB
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ON INSTAGRAM
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ON FACEBOOK
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ON MOBILE
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ALL SAINTS APP
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USP
A L L S A I N T S is different to any other brand on the high street; it’s unique in its own right. I think a main feature is the element of collaboration between different creative outlets. The use of social media is also outstanding and very forthcoming, they don’t use any print media only digital. I feel the fragrance campaign will be beneficial to the brand especially on instagram using the hashtag #allscent.
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MEDIA SCHEDULE JULY 2014- Newsletter sent out via email teasing A L L S C E N T campaign MID AUGUST 2014- Campaign released via website and facebook- COUNTDOWN SEPTEMBER 2014- Campaign released via instagram with #allscent hashtag SEPTEMBER 2014- Launch event, photos released via facebook and twitter, hashtag campaign throughout night SEPTEMBER 2014- Fragrance released in store and online and via app MID SEPTEMBER 2014- Press, interviews and reviews on fragrance released.
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ALLSCENT LAUNCH EVENT
The official launch will be at Regent Street with special guest performance by one republic, a live stream will be featured on the website to view the nights entertainment along with promotional offers in store. You won’t want to miss this exclusive event for the highly anticipated fragrance!
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LIVE BAND: ONE REPUBLIC
As fans of All Saints, one republic would be a fantastic addition to the All Scent launch for entertaining the audience. As a popular band a lot of people are fans of the band which in favour can create promotion for the brand
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P H O T O B O O T H : “ S A Y F R O M A G E”
By taking pictures with signs saying #ALLSCENT will boost the campaign through instagram and twitter.
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PROMOTIONAL OFFERS Instore 20% off any garment when buying fragrance- 10% of the sales from fragrance go to ‘Not for Sale’ charity.
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HASHTAG CAMPAIGN
#ALLSCENT while holding a sign in photobooth, this will then be hashtagged via instagram and twitter along with the location
@allsaintslive
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LIVE STREAM
A live stream via the All saints website and youtube will be viewable worldwide, as the exclusive event is in London for obvious reasons many people won’t be able to attend. All Saints thrive to serve everyone, by hosting a live streaming this will make everyone included
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EVENT COSTINGS
Live stream via online: £1,029.97 Photo booth including CD and prints: £350 for 4 hours additional £75 for more Signs for hashtag campaign: £20.95 One republic live band: £450,000- £750,000 DJ: From £250.00 Guest invites: £80.00 for 500 invites Bar hire: £1,967 for free bar to guests Catering: £2,000
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LATEST PRESS Press about our NYFW presentation
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PRESS PACK
Includes: Press release Brand bible Launch event invite Perfume sample
To be sent digitally but also in a hard copy due to the product being a scent.
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PRESS PACK COSTINGS
Full color 3.5 x 4.75” (opens to 7 x 4.75”) booklet kit. Includes: marketing guidance, text editing, one design and one round of unlimited revisions (all alterations submitted at once and made by designer in one sitting). Additional revision sets available if needed for a nominal fee. Includes FREE ground shipping. Printed on our highest gloss C2S stock. Photo editing custom illustration and logo creation not included. We recommend http://www.duplication.discmakers.com. 50 kits £189 100 kits £229 250 kits £250 500 kits £275
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