All Saints Live Report

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ELLIE + CHARLOTTE + MIHAILA Word Count: 3,169

THE BRIEF To create and present a new campaign to support the launch of AllSaints into a new global market. Research the presence and reach of AllSaints globally and predict where the next store opening may be to target our campaign. The campaign must include social media but can also extend to print and influencers, the launch will co inside with A/W 2017.

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contents Introduction

Consumers

Biker Portraits

Store Concept

Market Overview

Festival Concept

Luxembourg

Afterparty

Rock-a-field

Social Media

Festival Pop Ups

Print

Future Tech

Influencers

Sustainability & Customisation

Conclusion

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introduction Over 2016, global expansion has been a key part of All Saints growth and brand development. Within that year, the brand opened 23 new stores world-wide which lead to a 11.5% rise in sales from £97m in 2015, to £108.2m in 2016 making last year All Saints’ strongest financial year (Tugby, 2016).

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The brand is currently sitting across 16 markets in the globe but CEO William Kim has predicted that the business could double that presence up to 35 in the next few years making All Saints a fully global and connected brand. All Saints has also shown to be a very digitally connected brand, especially since Kim took control of the brand in 2012. The brand also demonstrated an increase in sales through their digital outlets in 2016 which equated to almost a fifth of their yearly sales highlighting how important the digital world is to the brand and how effective it is at engaging the consumer.

, g n i d n e r e v e n s i n o i t a r i p s n i d g n a n i d r n a i e F “ l c s i n o i s i v r u o y s a e h g t n o n l i s g a n i v o m y l t n a t s n o c e r a u o . m y i K m a i l l i W ” . n o i t c e r i d t h rig 6

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biker portraits Biker Portraits recently launched in London, Los Angeles and Tokyo, the campaign highlights the British brands relationship with leather jackets through inspiring New York individuals. It allows them to express their individuality and freedom through their sense of fashion. Shoppers are also encouraged to take pictures of them wearing the All Saints biker jacket in front of a white background or using the city as a backdrop then share the images with the hashtag #BikerPortraits. The aim of the campaign was to “capture the brand’s independent spirit and the attitude of the city in a new, unexpected way” (Santamaria, 2016). The campaign turned out to be a success with millions of people participating in the promotion (All Saints, 2017).

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market overview All Saints appeals to consumers through a premium mindset and has been described as “The grown up high street store” (Armstrong, 2016). Sitting in the market as a cheaper alternative to competitors such as Acne studios and Saint Laurent, while still achieving the same high quality and a similar aesthetic for a lower price, with an All Saints branded premium leather jacket costing £345 in comparison with an Acne studios biker jacket selling at £1500. Senior stylist at the Nottingham All Saints store, Jason, notes competition from surrounding brands such as Diesel Reiss and Paul Smith. All saints attracts various consumers, mainly working professionals, with the two most common being a casual consumer who favours the more branded product and the regular consumer who tend to be more interested in the premium leather jackets and always shop within the new fashion collections. All Saints have a huge presence worldwide and are constantly expanding, with 227 stores in total located in countries such as Canada, Germany, Japan and 85 stores in the United Kingdom. Their most recent expansion was launching into the Spanish market, through opening a concession store within the department store El Corte Ingles, located in Madrid (Wightman-Stone, 2017)

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luxembourg Luxembourg has fantastic culture and opportunities which would work very well with All Saints brand essence. It is a very economically stable country and in terms of GDP per capita, which is a measure of the gross domestic product the country exports and divided by the number of people in the country, Luxembourg came out top in terms of wealth making it the second richest country in the world and Quatar, number one (Gregson, 2017). The country, despite being small, has an abundant culture which is greatly influenced by its bordering countries, France and Germany. With Luxembourg being central in Europe, a lot of the fashion in Luxembourg takes inspiration from Parisian style which means it’s very minimal and chic. Luxembourg also has the highest minimum wage in Europe which could imply that the people that live there have a lot of disposable income and, therefore, the means to spend more on luxury items (Fric, 2017). Consequently, Luxembourg would be well suited for an All Saints store due to the current economic stability and the type of style Luxembourg has.

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rockafield Fig.9

After reaching out to people who lived in Luxembourg it became evident that music is a massive part of their culture. They offer a wide variety of music festivals throughout the summer season from jazz, to blues or rock music. One key music event in Luxembourg would be Rockafield festival (Hansen, 2014). Rockafield is an open-air music festival, featuring camping, food and clothing stores and is a huge part of Luxembourg’s cultural calendar. Luxembourgish based fashion blogger Carmen attends every year, naming it their biggest music festival in the country. Over 130,000 tickets were sold in 2016 making it one of the most talked about and popular events in Luxembourg (Moons, 2016). Acts from all different music genres perform at the festival and it has been known as Luxembourg’s answer to Glastonbury, some acts that have headlined the festival in past years have been wellknown artists such as, The Killers, Kings of Leon and The 1975. It’s interesting to note the festival was introduced by the owners of a popular Luxembourgish night club and music venue located in the city centre, called Den Atelier.

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FESTIVAL POP UP’s In 2017 Levis hosted a private party at Coachella where exclusively invited guests such as Solange Knowles, Emily Ratajkowski and Poppy Delevingne were invited (Vogue, 2017). The guests enjoyed drinks in the sun whilst having their jackets spray painted and levis shorts customised with branded badges and patches. The event was documented and shown through their Instagram story. Similarly, H&M had their own pop-up tent at Coachella 2017 which was open to any festival goers walking by. What was interesting about the H&M tent was their interactive digital photo booth, projecting surreal moving images. Consumers got the opportunity to take their own photographs in front of this transformative backdrop and were then encouraged to upload these pictures to their personal social media accounts using the #hmlovescoachella hashtag which would promote both the brand and the festival. The tent also had the option for visitors to purchase the H&M loves Coachella clothing at the end of the tent physically or digitally through IPad’s (Medina, 2017). This research shows festivals and clothing are two things which can go hand in hand, image and self-expression through clothing is a huge part of any festival goer’s agenda, and these two examples perfectly demonstrate how two completely different brands with opposite aesthetics and price points can go to a festival environment and still appeal to the consumers.

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future tech With All Saints being a very digitally focused company, technology in Luxembourg was the next thing to consider, seeing if there was anything new and upcoming in terms of future technology in retail spaces. Air Touch appeared in a Luxembourg news article as a new way for retail brands to sell to consumers. The Air Touch bar is a screen which can be placed into any glass object in store, for example in the mirrors or in the store windows. It’s not a touch screen but it tracks the user’s movement through the air with exact precision. The bar can be used to try on clothing, shop new collections and pay through contactless payment without having to physically be in the store (Airxtouch. com, 2017). The idea of using the Air Touch bar as part of the store in Luxembourg would be effective, as the technology is something new and inspiring for consumers to try within the country. One thing to think about is that this could possibly divert from the idea of All Saints being very customer service focused, as the customer will only be interacting with the screen. However, to counter this point, offering the ability to book personal shopping experiences on the screen but also having staff available to assist consumers will be a big part of introducing it into the Luxembourg store as the brand won’t want to lose the renowned customer service values All Saints have.

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sustainability and customisation Along with providing customers with Air-touch technology, sustainability will also be another main factor to consider when engaging with consumers for the launch of All Saints. Much like Patagonia’s brand values, All Saints Luxembourg will also include environmental and social factors in their business decisions. This technique is the most effective way of managing waste and reinforcing the idea that there are things we can do to improve the environment we live in. Patagonia’s mission statement is to “make the best product, but do it with no unnecessary harm and use business to implement solutions to the environmental crisis” (Carus, 2012). Inspiration for the reuse, reinvent and revive trend was taken from fashion designer Ann Bernecker. The aim of her collection is to reclaim the beauty of the past, reinvented by merging with luxurious craftsmanship and revived to create unique, one-of-akind garments (Bernecker, 2017). The reuse part of the trend is the base of the collection, each garment has its own history and story to tell, it is then reinvented with luxurious and unique embellishment designed to be accustomed to each consumer’s taste.

e k a M . l l e w e s o o h C . s s e l y u B it last. d o o w t s e W e n n e i v i V 20

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the big idea

To integrate Air Touch technology into the All Saints store Luxembourg to create a new, experiential buying experience for the customer.

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WORK HARD,

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PLAY HARDER

CONSUMERS The first consumer is the Authentic Artisan who would be the perfect consumer for the AirXTouch bar in Luxembourg. She is a creative person, having studied graphic design, and has a very personal style which she adapts from current trends but adds her own flair to. She is a very social person who spends the weekends going to bars and gigs with her friends and music is a very big part of her life. She was chosen as the consumer for the AirXtouch bar because of her busy lifestyle, the bar would be perfect for her to shop from when she is coming home from an evening out or even during her lunch breaks at work. The bar is convenient for her lifestyle. The second consumer is the Work Hard, Play Harder, who is more of an older consumer for All Saints. He is a very high earner as he works as an accountant so he has a lot of disposable income to spend on clothing. Music is a big passion in his life and he loves to go to music festivals all over the world with his fiance. He was chosen as the perfect consumer for Rock-A-Field festival as his lifestyle fits with the festival and his income means he is a potential consumer for All Saints at the festival.

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N A S I T R A C I T AUTHEN

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STORE CONCEPT The concept of the Luxembourg store will be that it will never be closed; the AirXTouch bar will be functional running 24 hours, 7 days a week. Customers can shop from the Air-touch bar at any time, even when they are on a night out or walking home from a meal or drinks, the store will always be open for the customer to purchase. The new technology will aim to attract by passers in the street, giving them a glimpse of what the store and All Saints can offer them. When idle, the screen will show the potential customers previous brand campaigns which should catch potential consumers eyes and entice them to come over and learn more about All Saints and what the brand is like. They can then browse current collections while learning about All Saints brand history, its connection to music and other brand information all through the AirxTouch Bar. Customers will also have the option to use contactless payment to pay for their items and this way their payments will be secure and allow greater privacy. Contactless payment is considered, by many industry experts, to be one of the most secure payment devices which should make the customers feel comfortable while shopping (Profis, 2014). To continue with the theme of sustainability throughout the campaign. For the first few months of the new store opening, All Saints will offer clothing customisation to any item of clothing purchased in the store for an added cost. This is creating a new experience for customers which will leave them feeling happy and excited about All Saints as they are giving the consumer something personal and unique to them.

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FESTIVAL CONCEPT The festival is going to be a key part of the launch into Luxembourg because of the amount of people attending the festival and the style of music there. Rock-a-Field and All Saints would merge well together to create a unique collaboration of fashion and music in Luxembourg. The reuse, reinvent and revive trend will be a main part in the Rock-A-Field festival. This trend will be used to customise the customers clothing both at the festival and as a temporary service in the store when it first launches. Customers will have the option to add custom detailing to clothing, making it individual and eye catching, transforming an old, worn out jacket to something that is new and trendy again. Similarly to the Biker Portraits campaign, enabling customers to customise their clothing at Rock-A-field and in store, allows them to express individuality and embrace freedom. This is especially key at a festival where people are actively sharing their experience online which will hopefully lead to word of mouth and positive feedback for All Saints. The festival pop up store is going to be designed in a way that combines All Saints industrial VM aesthetic with the typical festival pop up store. Customers will be able to purchase key pieces from the All Saints collection at the festival, and any customers that do, will in turn be invited to an exclusive event. All consumers will leave the festival with a memory, whether it be in the form of a photo strip from the All Saints photo-booth, or a new item of clothing. The customer should leave the festival knowing a little more about All Saints but intrigued to view the store when it opens in the future.

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afterparty at den atelier There will be an after party leading on from the All Saints Rocka-field pop up store which will essentially act as the brands exclusive launch party. It will be held at Den Atelier, the night club and music venue that organises Rock-a-field festival. This is the perfect place for an event launch as it is located within Luxembourg’s city centre which is surrounded by a lively nightlife and near to The Grand Rue, where the All Saints store will be opening (Planet, 2017). Fig.21

The entertainment for the night will feature live music performances from Luxembourgish indie rock band ‘Seed To Tree’ who have a large local following, (Fuze, 2017) along with a cocktail bar and interactive Photo Booth making for a ‘sharable’ experience that reflects All Saints brand personality. Many Luxembourg based influencers will be attending, as well as exclusively invited guests who will be bought from the Rock-a-field pop up shop. Consumers will get a feel for the All Saints aesthetic as there will be displays throughout the venue of iconic pieces from the brand such as their leather jackets.

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social media campaign With All Saints being a highly digital brand, it was important to focus on social media as part of the campaign as this is key for engaging the potential consumers. One key aspect of social media will be using Instragram to connect with the younger consumer. In Luxembourg 124,000 people are using Instagram with 85% of them being under 45 years old (NapoleonCat, 2017), making this a great platform to engage with the Luxembourg population. To start the campaign on Instagram, promoting the store opening is going to be a main part of the advertising. This will allow potential consumers to find out about the store, learn more about the brand and find out about the Rock-A-Field feature. Towards the end of the campaign All Saints will launch the Luxembourg street style series which features customers photographed in All Saints clothing in a polaroid style picture. This will enhance brand engagement if consumers are having their images shared, they are then more likely to have a positive relationship with All Saints. Another aspect of digital marketing will be taking email captures at Rock-A-Field festival. Customers will leave their email address which will allow us to contact them within the near future to tell them about the new store launch and share future advertisements with them such as product launches.

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print advertising Although print is not a huge part of marketing for All Saints, for a new store opening it could be an effective method to reach the intended audience. This could be because they will not have heard of the brand before and may not previously follow All Saints on social media, so therefore to put some print advertisements around key areas of Luxembourg would have an impact for the campaign. As the store is going to be in the Grand Rue area of Luxembourg, having small posters around public transport links could be beneficial to target the potential consumers. Another aspect of print advertising would be having the pre opened store as a large advertisement itself; by having the store launch date and social media links posted on the store. This would then mean that a passerby may see this and feel inclined to look at what All Saints is and check out the store once opened.

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influencers and promotion Bloggers such as Anna Katina, Ariane Glover and Anouk who have a following of over 10,000+ followers on social media (Instagram, 2017) will be invited to the Den Atelier after party for All Saints to get as much exposure to a mass audience. This will therefore open new possibilities in marketing efforts and brand awareness for All Saints as these bloggers are able to engage with an audience who are likely to in turn, follow All Saints. A survey found that 30% of consumers are more likely to engage with a brand if endorsed by a non-celebrity blogger than a celebrity (Howland, 2016). All three bloggers reflect the All Saints aesthetics therefore will be important to have them as part of the promotion for the new store launch. They will all post pictures and blog posts about attending the event and explaining what the new store is about and what there is to offer. They will be encouraged to highlight the most important aspects of All Saints. For example, the air touch technology and the personal customisation element to separate them from potential competitors, excite viewers and bring in new customers.

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conclusion To summarise, by using the reuse, reinvent and revive trend at Rock-A-field festival, it will give customers the option to reinvent their old, worn out garments to something that is new, exciting and personal to them. Doing something similar at the All Saints store while collaborating with Luxembourgish music artists throughout the campaign such as Seed To Tree. The last step in the new store launch will be introducing new technology in the form of the new AirXTouch bar at the All Saints store in Luxembourg as a new shopping experience for customers that is exciting and engaging.

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appendix

References & Research Methodology Team Minutes & Chapter Plan Ethics Primary Research Big Idea Testing Creative Concept Execution Process Final Presentation

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image references Fig 1: All Saints (2017). Pink Jacket. [image] Available at: https://uk.pinterest.com/ pin/482870391279043228/ [Accessed 21 May 2017]. Fig 2: White Brick. (2017). [image] Available at: http://projectmeritbadge.tumblr.com/ post/20593337115 [Accessed 21 May 2017]. Fig 3: All Saints (2016). Tokyo Campaign. [image] Available at: https://www.allsaints.com/ collections/2016/tokyo-fashion-week-autumn-2016/ [Accessed 21 May 2017]. Fig 4: All Saints (2015). Biker portraits male. [image] Available at: http://uk.complex.com/ style/2015/06/allsaints-iconic-biker-jacket [Accessed 21 May 2017]. Fig 5: All Saints (2015). Biker portraits female. [image] Available at: http://www.whowhatwear. co.uk/allsaints-portraits-campaign/slide15 [Accessed 21 May 2017].

Fig 17: Momber, C (2017) ‘authentic artisan’ consumer Fig 18: Barker, E (2017) - Lux store front mock up Fig 20: Intimate Gig. (2017). [image] Available at: https://s-media-cache-ak0.pinimg.com/ originals/1f/e3/60/1fe3607c9df3637812356d3af9e6510c.jpg [Accessed 25 May 2017]. Fig 21: Hanging lights. (2017). [image] Available at: http://www.ebay.co.uk/itm/Filament-LightBulb-Vintage-Style-Edison-Decorative-Industrial-Squirrel-Cage-/221746138971?roken=cUgayN [Accessed 25 May 2017]. Fig 22: Barker, E (2017) - Instragram Mock up Fig 23: Barker, E (2017) - Instragram Mock up

Fig 6: Barker, E (2017) - All Saints store Nottingham

Fig 24: Barker, E (2017) - Instragram Mock up

Fig 7: Krook, N. (2014). Luxembourg Umbrella. [image] Available at: http://www. thetraveltester.com/what-to-do-in-luxembourg/ [Accessed 21 May 2017].

Fig 25: Barker, E (2017) - Instragram Mock up

Fig 8: Rockafield (2016). Rockafield crowd. [image] Available at: http://www.rockafield.lu/ Past-Years/Past-Years [Accessed 21 May 2017]. Fig 9: Rockafield (2016). Rockafield stage. [image] Available at: http://www.rockafield.lu/PastYears/Past-Years [Accessed 21 May 2017]. Fig 10: Momber, C (2017) Levi Coachella Moodboard Fig 11: Momber, C (2017) H&M Coachella Moodboard Fig 12: All Saints (2017). All Saints store Mexico. [image] Available at: http:// uk.fashionnetwork.com/news/AllSaints-unveils-first-store-in-Mexico,784266.html#. WSGzRhPysWo [Accessed 21 May 2017]. Fig 13: All Saints (2016). Biker Portraits. [image] Available at: https://www.dayinmydreams. com/2017/02/09/allsaints-biker-portraits/ [Accessed 21 May 2017].

Fig 26: Barker, E (2017) - Instragram Mock up Fig 27: Barker, E (2017) - Email Mockup Fig 28: Barker, E (2017) - Mini poster Mockup Fig 29: Glover, A. (2017). Ariana. [image] Available at: http://arifashionthread.blogspot.co.uk/ [Accessed 23 May 2017]. Fig 30: Anouk (2016). Anouk. [image] Available at: http://anoukyve.com/ [Accessed 23 May 2017]. Fig 31: Katina, A. (2015). Urban Cowgirl. [image] Available at: https://www.annakatina.com/blog/ outfit-fw15-urban-cowgirl [Accessed 23 May 2017]. Fig 32: All Saints (2016). Conclus image. [image] Available at: http://www.thefashionisto.com/ allsaints-summer-casual-mens-style/ [Accessed 23 May 2017].

Fig 14: All Saints (2017). SS15. [image] Available at: https://www.allsaints.com/ collections/2015/september/new-york-fashion-week-spring-2016/ [Accessed 22 May 2017]. Fig 15: All Saints (2017). It’s up to you. [image] Available at: https://www.allsaints.com/ itsuptoyou/ [Accessed 22 May 2017]. Fig 16: Momber, C (2017) ‘work hard play harder’ consumer

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references

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Allsaints.com. (2017). ALLSAINTS UK: Iconic Leather Jackets, Clothing & Accessories. [online] Available at: https:// www.allsaints.com/?gclid=CKe5ipXliNQCFUS4GwodR5oMzw [Accessed 24 May 2017]. Carus, F. (2012). Patagonia: a values-led business from the start. [online] the Guardian. Available at: https://www. theguardian.com/sustainable-business/patagonia-values-led-business-benefit-corp [Accessed 22 May 2017]. Instagram. (2017). Instagram. [online] Available at: http://instagram.com [Accessed 20 May 2017]. Santamaria, B. (2016). AllSaints presents new chapter of Biker Portrait Series. [online] FashionNetwork.com. Available at: http://uk.fashionnetwork.com/news/AllSaints-presents-new-chapter-of-Biker-Portrait-Series,742382. html#.WSF2VRPytAY [Accessed 22 May 2017]. Businessoffashion.com. (2017). AllSaints | Discover AllSaints’s Company Page | The Business of Fashion. [online] Available at: https://www.businessoffashion.com/community/companies/allsaints [Accessed 21 May 2017]. Armstrong, L. (2016). Why AllSaints is now the grown-up high street store we’ve all been waiting for. [online] The Telegraph. Available at: http://www.telegraph.co.uk/fashion/brands/why-all-saints-is-now-the-grown-up-highstreet-store-weve-all-be/ [Accessed 21 May 2017]. Wightman-Stone, D. (2017). AllSaints continues to target overseas expansion. [online] Fashionunited.uk. Available at: https://fashionunited.uk/news/retail/allsaints-continues-to-target-overseas-expansion/2017021323509 [Accessed 21 May 2017]. Fuze, C. (2017). SEED TO TREE. [online] FUZE Luxembourg - supporting & promoting local music. Available at: http://fuze.lu/bands/seed-to-tree/ [Accessed 22 May 2017]. Hansen, J. (2014). Open-air music festivals. [online] Luxembourg.public.lu. Available at: http://www.luxembourg. public.lu/en/le-grand-duche-se-presente/culture/musiques/musiques-populaires/festivals-pleinair/index.html [Accessed 22 May 2017]. Moons, I. (2016). Rock-A-Field. [online] Rockafield.lu. Available at: http://www.rockafield.lu/ [Accessed 21 May 2017]. Medina, M. (2017). H&M reveals concept designs for interactive Coachella tent. [online] latimes.com. Available at: http://www.latimes.com/fashion/la-ig-wwd-h-m-coachella-tent-20170404-story.html [Accessed 22 May 2017]. Vogue. (2017). Solange, EmRata, and Virgil Abloh Beat the Blues With Levi’s at Coachella. [online] Available at: http://www.vogue.com/article/solange-knowles-emily-ratajkowski-virgil-abloh-levis-coachella-party-2017 [Accessed 21 May 2017]. References Airxtouch.com. (2017). AIRxTOUCH. [online] Available at: http://www.airxtouch.com/ [Accessed 21 May 2017]. Fric, K. (2017). Statutory minimum wages in the EU 2017 | Eurofound. [online] Eurofound.europa.eu. Available at: https://www.eurofound.europa.eu/observatories/eurwork/articles/statutory-minimum-wages-in-the-eu-2017 [Accessed 21 May 2017]. Gregson, J. (2017). Global Finance Magazine - The Richest Countries in the World. [online] Global Finance Magazine. Available at: https://www.gfmag.com/global-data/economic-data/richest-countries-in-the-world [Accessed 21 May 2017]. NapoleonCat. (2017). Instagram user demographics in Luxembourg – April 2017. [online] Available at: https:// napoleoncat.com/blog/en/instagram-user-demographics-in-luxembourg-april-2017/ [Accessed 22 May 2017]. Howland, D. (2016). Survey: Non-celebrity bloggers better influencers than celebrities. [online] Retail Dive. Available at: http://www.retaildive.com/news/survey-non-celebrity-bloggers-better-influencers-thancelebrities/416522/ [Accessed 23 May 2017]. Tugby, L. (2016). All Saints profits rise as it targets overseas expansion. [online] Retail Week. Available at: https:// www.retail-week.com/sectors/fashion/all-saints-profits-rise-as-it-targets-overseas-expansion/7013441.article [Accessed 21 May 2017].

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Profis, S. (2014). Everything you need to know about NFC and mobile payments. [online] CNET. Available at: https://www.cnet.com/how-to/how-nfc-works-and-mobile-payments/ [Accessed 21 May 2017].

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Armstrong, L. (2016). Why AllSaints is now the grown-up high street store we’ve all been waiting for. [online] The Telegraph. Available at: http://www.telegraph.co.uk/fashion/brands/why-all-saints-is-nowthe-grown-up-high-street-store-weve-all-be/ [Accessed 21 May 2017]. Wightman-Stone, D. (2017). AllSaints continues to target overseas expansion. [online] Fashionunited. uk. Available at: https://fashionunited.uk/news/retail/allsaints-continues-to-target-overseasexpansion/2017021323509 [Accessed 21 May 2017].Fuze, C. (2017). SEED TO TREE. [online] FUZE Luxembourg - supporting & promoting local music. Available at: http://fuze.lu/bands/seed-to-tree/ [Accessed 22 May 2017]. Hansen, J. (2014). Open-air music festivals. [online] Luxembourg.public.lu. Available at: http://www. luxembourg.public.lu/en/le-grand-duche-se-presente/culture/musiques/musiques-populaires/festivalspleinair/index.html [Accessed 22 May 2017].J. Lechner, F. (2014). The globalization reader. 5th ed. WileyBlackwell. Klerk, A. (2017). Gucci launches a personalisation service. [online] Harper’s BAZAAR. Available at: http:// www.harpersbazaar.co.uk/fashion/fashion-news/news/a37236/gucci-launches-a-personalisation-service/ [Accessed 14 Apr. 2017]. Kontopoulos, N. (2016). Why retailers must focus on customer experience, not sales. [online] Enterprise Innovation | Asia’s Premier Business and Technology Publication. Available at: https://www. enterpriseinnovation.net/article/why-retailers-must-focus-customer-experience-not-sales-992727931 [Accessed 25 Mar. 2017]. Mooij, M. (2004). Consumer behavior and culture. 1st ed. Thousand Oaks, Calif.: Sage Publications. Mortimer, N. (2016). How AllSaints is shifting its strategy to focus on products. [online] The Drum. Available at: http://www.thedrum.com/news/2016/05/24/how-allsaints-shifting-its-strategy-focusproducts [Accessed 8 Mar. 2017]. Fuze, C. (2017). SEED TO TREE. [online] FUZE Luxembourg - supporting & promoting local music. Available at: http://fuze.lu/bands/seed-to-tree/ [Accessed 22 May 2017]. Hansen, J. (2014). Open-air music festivals. [online] Luxembourg.public.lu. Available at: http://www. luxembourg.public.lu/en/le-grand-duche-se-presente/culture/musiques/musiques-populaires/festivalspleinair/index.html [Accessed 22 May 2017]. Moons, I. (2016). Rock-A-Field. [online] Rockafield.lu. Available at: http://www.rockafield.lu/ [Accessed 21 May 2017]. Medina, M. (2017). H&M reveals concept designs for interactive Coachella tent. [online] latimes.com. Available at: http://www.latimes.com/fashion/la-ig-wwd-h-m-coachella-tent-20170404-story.html [Accessed 22 May 2017]. Vogue. (2017). Solange, EmRata, and Virgil Abloh Beat the Blues With Levi’s at Coachella. [online] Available at: http://www.vogue.com/article/solange-knowles-emily-ratajkowski-virgil-abloh-leviscoachella-party-2017 [Accessed 21 May 2017]. References Airxtouch.com. (2017). AIRxTOUCH. [online] Available at: http://www.airxtouch.com/ [Accessed 21 May 2017]. Fric, K. (2017). Statutory minimum wages in the EU 2017 | Eurofound. [online] Eurofound.europa.eu. Available at: https://www.eurofound.europa.eu/observatories/eurwork/articles/statutory-minimumwages-in-the-eu-2017 [Accessed 21 May 2017]. Gregson, J. (2017). Global Finance Magazine - The Richest Countries in the World. [online] Global Finance Magazine. Available at: https://www.gfmag.com/global-data/economic-data/richest-countriesin-the-world [Accessed 21 May 2017]. NapoleonCat. (2017). Instagram user demographics in Luxembourg – April 2017. [online] Available at: https://napoleoncat.com/blog/en/instagram-user-demographics-in-luxembourg-april-2017/ [Accessed 22 May 2017]. Howland, D. (2016). Survey: Non-celebrity bloggers better influencers than celebrities. [online] Retail Dive. Available at: http://www.retaildive.com/news/survey-non-celebrity-bloggers-better-influencersthan-celebrities/416522/ [Accessed 23 May 2017]. Tugby, L. (2016). All Saints profits rise as it targets overseas expansion. [online] Retail Week. Available at: https://www.retail-week.com/sectors/fashion/all-saints-profits-rise-as-it-targets-overseasexpansion/7013441.article [Accessed 21 May 2017].Demodern Digitalagentur. (2017). Nike Digital

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Retail Experience. [online] Available at: http://demodern.com/projects/nike-digital-retailexperience [Accessed 25 Mar. 2017]. Portas, M. (2010). Shop! Mary Portas at All Saints - Telegraph. [online] Fashion.telegraph.co.uk. Available at: http://fashion.telegraph.co.uk/news-features/TMG8034861/Shop-Mary-Portas-at-AllSaints.html [Accessed 25 Mar. 2017]. Santa Maria, B. (2017). AllSaints launches campaign #ItsUpToYou to celebrate individuality. [online] FashionNetwork.com. Available at: http://uk.fashionnetwork.com/news/AllSaints-launchescampaign-ItsUpToYou-to-celebrate-individuality,693476.html#.WSaZGmgrKUk [Accessed 25 Mar. 2017]. Sax, B. (2016). Pop-Up Shops Pack Plenty of POP. License! Global, [online] 19, pp.32-34. Available at: http://search.proquest.com/docview/1855088662?accountid=14693&rfr_ id=info%3Axri%2Fsid%3Aprimo [Accessed 24 Mar. 2017]. Schinzel, U. (2013). Why are people in Luxembourg happy? An exploratory study of happiness and culture measured by the dimension of a language as identifier in the Grand Duchy. Journal of Customer Behaviour, [online] 12(4), pp.315-340. Available at: http://web.b.ebscohost.com/ehost/ detail/detail?sid=d45cdf5f-266f-417e-8ef2-fb4bbbbfef3b%40sessionmgr103&vid=0&hid=128&bd ata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=95901692&db=bth [Accessed 10 Feb. 2017]. Tasch, B. (2017). RANKED: The 30 richest countries in the world. [online] Business Insider. Available at: http://uk.businessinsider.com/the-richest-countries-in-the-world-2017-3/#30-japan-gdp-percapita-38893-31732-1 [Accessed 11 Feb. 2017]. The connected consumer. (2015). (Report). Mintel. Tugby, L., Waller-Davies, B. and MacDonald, G. (2017). All Saints profits rise as it targets overseas expansion. [online] Retail Week. Available at: https://www.retail-week.com/sectors/fashion/allsaints-profits-rise-as-it-targets-overseas-expansion/7013441.article [Accessed 8 Apr. 2017]. What Consumers Want in 2015: Multi-screen Experiences, Personalisation and Social Shopping. (2017). PR Newswire Asia.

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research methodology

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Monday, 7 November 2016 (All members attended) - Discussed the brief and our initial ideas around it - Set task to start researching countries Monday, 14 November 2016 (All members attended) - Starting to put together questionnaire - drafting up questions to ask All Saints staff member Thursday, 24 November 2016 (All member attended) - Meeting with Henry - ideas discussed as group - all group members met up after - discussed progress on countries - Ellie gone away to draft up questionnaire about travel - Mihaila ringing all saints store Nottingham - Charlotte researching Australia Tuesday, 29 November 2016 (All members attended) - Final meeting before christmas break - team discussed what to do over break - Continue researching Australia and also All Saints - try go to stores in home towns

team minutes + chapter plan

Friday, 2 December 2016 (Charlotte didn’t attend) - Discussed work to do over Christmas - 5th December 2016 Tuesday, 3 January 2017 (All team members attended) - questionnaire sent out about travel - Mihalia set to do consumer profile - Charlotte creating visuals - Ellie creating perceptual map Thursday, 5 January 2017 (All team met) - Completed ethnography on All Saints - Email interview with Jason from store - Team all put together presentation Monday, 9 January 2017 (All team met ) - Carry on creating presentation - All went away to research Australia Wednesday, 11 January 2017 (All team met) - Finalised presentation - Practised presentation together and in own time

Thursday, 12 January 2017 (All attended) - presentation with Henry - discussed presentation ideas - Team meet after to discuss how to make idea better and improve Monday, 16 January 2017 (All attended) - Changing country options to either Sweden or Luxembourg - Research into both countries Wednesday 18th January 2017 (All members attended) - In depth research for both countries - Starting to put the next presentation together Thursday 19th January 2017 (All members attended) - Preparing for next presentation - Focusing on contenxt Saturday 21st January 2017 (All members attended) - Focusing on context Monday 23rd January 2017 (All members attended) Tuesday 24th January 2017 (All members attended) - Preparing what we will be saying in the pres Wednesday 25th January 2017 (All members attended) - Finishing presentation off - Going through presentation Thursday 26th January - Presentation at 3pm Thursday 9th February Tutorial with Henry (5:10pm) for 20 minutes group met to discuss big idea fully - Interview with Rachel (student from Luxembourg) Monday 13th February (All members attended) - more big idea development - Interview with Luxembourgish blogger Carmen Thursday 16th February (All members attended) - Got good feedback from presentation - Luxembourg is the favourite country - Look at ways we can make the brief and country more

interesting/ creative

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Tuesday 14th March (Charlotte didn’t attend) - Looking into festivals and branding etc - Research into reuse, reinvent and revive trend

Wednesday 3rd May (All attended) - Sketch up how we want badges and pins to look like - Keep in contact with fashion design studnt designing them for us

Thursday 16th March (Charlotte didn’t attend) - Focusing on sketchbook - Getting visuals together

chapter plan

Friday 4th May (All attended) - Photoshoot, photographing the model with leather jacket, pins and badges

Saturday 19th March (Charlotte didn’t attend) Doing sketchbook work Monday 20th March (All attended) - Sorting out sketchbook - Sorting out presentation

Monday 8th May (All attended) - Editing images - Putting presentation together

Tuesday 21st March (All attended) - Tutorial with Henry @ 4:40

Wednesday 10th May (All attended) - Social media campaigns

Wednesday 22nd March - GROUP WORK (2-6) - Starting to sort out presentation, ready for next week

Friday 12th May (All attended) - Finish presentation - Plan what everyone is going to say -Run through presentation

Wednesday 29th March (All attended) - Lecture from Amy - (Group work again 12-1) - Presentation @ 1

Monday 15th May (All attended) - Run through presentation a couple of times, till it sounds perfect

Over Easter Holidays: 5th April - Group Skype call - Discussed feedback given after presentation - Work set to design patches etc

Tuesday 16th May (All attended) - Final All Saints presentation in London

17th April - Group Skype call - Shared work we have all done - set new tasks

Saturday 20th May (All attended) - Start putting report together - Assign what part everyone is going to write

20th April (Ellie didnt attend) - group discussed and showed - work done over easter - Preparation for meeting with Henry

Monday 22nd May (All attended) - Put all the writing we have together - Start on indesign

Friday 21st April (Ellie didn’t attend) - Meeting with henry - Feedback given on how to advance Tuesday 25th April (All attended) - Group work (2-4) - Making a list of what is needed for final presentation - Assigning different tasks to carry out for final presentation

Tuesday 23rd May (All attended) - Group work (2-4) - Making a list of what is needed for final presentation - Assigning different tasks to carry out for final presentation

Thursday 27th April (All attended) - Photoshoot organising - Making moodboards on what is needed etc

Wednesday 24th May - Have report pretty much done - Everyone focusing on appendix - Scan pages from sketchbook in

Monday 1st May (Mihaila didn’t attend) - Went through presentation Tuesday 2nd May (All attended) - Meet with Isabella (fashion design student) - Go to Play works - Purchase different materials for the badges & pins

Thursday 25th May - Fully finish report and appendix - Go through everything make sure it looks good

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email consent

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jason - stylist at nottingham alll saints 1) What do you like most about the brand? AllSaints has great brand integrity and carries with this a brand ethos which puts the customer first, this element makes working a real joy, this emphasis on the customer means you can develop an individual clientele. 2) How would you describe the typical All Saints consumer? Our customers are mainly professionals ages between 25-70 both genders. 3) What is your best selling product or range? Best selling products are always changing depending on a range of factors but the most in season items always sell well. We also notice that the more casual customer tends to favour the branded product however regular clients who always shop, shop the new fashion collections.

Primary Research

4) We noticed all your stores are merchandised different – is there a reason for this? All stores are given a directive plan every month in which specific products are to be placed in certain presentations, hence your interpretation of the different merchandising aspects. Therefore The variation from store to store will be there adaptation of their own commercial decisions; such as: best selling product placement. 5) Who would you say All Saints competitors are? The Competitors vary hugely city from city, here in Nottingham our competitors vary. On the higher end of the spectrum you could class Diesel, Pretty Green, Reiss and Paul Smith. Whereas our London stores could be Burberry, as a different example. However we do also have high-street competitors no-more than Zara here in Nottingham. Those answers are a mix of both of our opinions, that is a Store Manager and Stylist. I hope they’re satisfactory and good luck with your degree!

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rachel - studies in luxembourg How old are you? I’m 22 Where about do you live in Luxembourg? I live about 15 minutes outside the city centre Where do you usually shop in Luxembourg? The shopping areas are split into about 3 areas: the first is on the plateau Kirchberg in a shopping centre called auchan. The second is in the city centre where shops are spread across the ‘ville’ but the two main streets are called the ‘ Grand-Rue’ and the ‘ Rue Philippe II”. There third area is closer to the bottom of town often referred to as the ‘gare’ (Station) this street is called the Rue de Liberte. What kind of music do you listen to? Any Luxembourgish musicians? The music in luxembourg is a mixed between all kinds of cultures popular music- a majority of it is made up of the music you would listen to in the uk too but also dutch, french and maybe some german. I’m sure Luxembourgish musicians exist but they are not the first choice and radio stations don’t play them Have you heard of the store SMETS, if yes what do you think of it? I have heard of SMETS, there is a SMETS outlet of the outskirts of town. Personally, I don’t normally shop there as it is still out of my price range however, it is very popular with the locals (especially females) as its offer the lifestyle suited to luxembourg that many can’t afford unless discounted. Have you been to any Luxembourg music festivals? There are music festivals. The two main ones are Rock-a-Field (Which isn’t actually running this year) and the Jazz festival which is hosted throughout town

carmen - clothesandcamer.com

What is it about Luxembourg that you love? What I love most about Luxembourg is that it’s a safe place to live where everyone is cared after. Where is your favourite place to visit in Luxembourg? (e.g. cafe, bars, museums etc..) My favourite café in Luxembourg is the Ready?! Coffee Shop, but I’ll yet have to check out the newly opened Bloom Café that seems to be a paradise for Instagrammers. Where do you shop in Luxembourg on a regular basis? Shopping in Luxembourg is not really easy, as we don’t have many unique stores but just the huge chains like Zara, H&M,... When I go on a shopping spree I often go to shopping centres like Knauf, Auchan or Belle Etoile. Is there any bands or musicians who come from Luxembourg that you can tell me about? There are actually quite a few bands and musicians in Luxembourg, but I don’t listen to them on a regular basis. However I quite like the rapper Tommek who has a rather satirical style and raps in Luxembourgish. Have you heard of the UK brand AllSaints? If so, can you tell me what you think of the brand and if you would shop there? I have heard of All Saints but I’m not really familiar with the brand. After checking out the latest collection I can tell that I would definitely shop there if I had the budget. Are there any yearly events that go on in Luxembourg that you attend/have attended? (festivals, fashion shows etc..) In Luxembourg we have a few nice music festivals like Rock A Field or Food For Your Senses. The fashion industry has come up with an event (Fashion Days Luxembourg) last year, which highlights local designers.

Have you shopped at All Saints? I have shopped at all saints. Once again all saints is a little out of my price range but would definitely fit in in luxembourg. The Rue Phillipe II is almost entirely mad up of designer shops from Gucci to Chanel so a shop of All Saints prices would blend in quite easily as well as fit in with the locals style

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dover street market

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post it note questionnaire

key words that people used to describe all saints:

fashionable leather expensive

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big idea testing

These were our first 3 intial ideas for All Saints, the main one we decided to take forward was to ‘open a pop up store in SMETS’. After brainstorming more we decided to scrap this idea and went back to creating a big idea.

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idea 1

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idea 2

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execution process

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playworks nottingham

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final designs

final designs

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final shoot

final shoot

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final presentation

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