ALLSAINTS
PROCESS BOOK
Visual CommunicationS
TENISHA CLARKE MANON AUDIBERT
ANDROGYNOUS FEMININITY
Company Name: AllSaints D i v i s i o n : Wo m e n ’s Season: Spring/Summer 2016 Location: Atlanta, GA Launch Date: May 2016
SI G NAT U R E ST Y LE
C O M PANY MISSION
“to create a brand that bl e n d s c u l t u r e , f a s h i o n , a n d m u s i c i n t o a potent formula of d e s i r a b l e c l o t h i n g t h a t e x p r e s s e s individu a l i t y a n d a t t i t u d e . ” Al l Sa i n t s Sp i t a l f i el d s
CUSTOMER PROFILE
Age: 1 8 - 3 5 G en de r : P r e d o minantly Fem ale I n co m e : M i d d l e to U pper C lass Eth n i c M i x : Caucasian, A sian, A frica n Am er i c a n Dem o g r a p h i c s : A llS aints customers a r e m o s tl y f e m a l e , w hile it started off as a m e n s w e a r l i n e that was featured in Harvey Ni ch o l s a n d H a rrods in E ngland. Ps yc h o g r a p h i c s : AllSaints looks for y o u n g , st y l e c o nscious w omen w ho ha ve t h e i n c o m e t o d ispose on trendy and unique cl ot h i n g i t e m s. T he am biance of the stor e is v ery g r u n g y a n d rugged, w hile con s id e r i n g sw e et feminine touches. The A l l S a i n t s c u s t o mer values art, music and i n s pi r i n g f a sh i o n. T hey attend m usic f e s t i v a l s , a r e a vid “foodies�, and loo k to craft sm a n sh i p and the finer details in clothing.
MARKET RESEARCH direct competitors
J O H N VA R VA T O S
HARVEY NICHOLS
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Ve r y r u g g e d Some hardware Mannequins in windows Merchandise on simple fixtures Muted colors
Highly conceptual
LOUIS VUITTON •
Highly conceptual
RAG & BONE B O T T E G A V E N E TA • •
Merchandise focused Conceptual on occassion
G S T A R R AW • •
Denim focused Mens/womens/kids
VINCE • • •
Artistic Conceptual S t r i c t l y m e n ’s O R w o m e n ’s . R a r e l y b o t h .
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Neutral colors Themed windows Minimal Hardware Occasionally conceptual
S A L VA T O R E F E R R A G A M O • • •
Clean Minimal Product-focused
J O H N VA RVAT O S
J O H N VA RVAT O S
G S TA R R AW
RAG & BONE GGS S TA TA R RR R AW AW
G S TA R R AW B O T T E G A V E N E T TA
MARKET RESEARCH indirect competitors
R E S T O R A T I O N H A R D WA R E
J. CREW
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Merchandised as a showroom Theme based Merchandise separated as decorated in a home
POTTERY BARN • • •
Color coordinated Theme based Showroom setup
Themed Mens/womens/kids mixed in windows
BROOKS BROTHERS • • •
Pays homage to the brand Wo m e n ’s a n d m e n ’s featured in windows Lifestyle merchandising
RALPH LAUREN ANTHROPOLOGIE • • •
Boho chic Conceptual windows Wo m e n s w e a r
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Showroom layout Lifestyle merchandising
ANTHROPOLOGIE ANTHROPOLOGIE
J. CREW
BROOKS BROTHERS J. CREW RALPH LAUREN
VISUAL DESCRIPTION AllSaints will be opening its first store in Atlanta, GA in the spring of 2016. With the launch of this new southeast store, we have chosen to incorporate certain Atlanta-based artists to communicate the spring line. Keeping in focus with the brand identity and aesthetic, vintage and rugged elements will be integrated with the beautiful and spring-forward designs of A t l a n t a - b a s e d a r t i s t , B r i t t B a s s Tu r n e r. W h e n e n t e r i n g t h e s t o r e , the unique sounds of another Atlanta-based artist, Curtis Harding will greet visitors. Denim is our greatest focus for the spring/summer windows, with key denim garments highlighted f o r t h e s e a s o n . We f e e l w h i l e m a i n t a i n i n g A l l S a i n t s ’ r o u g h , rugged and robust style, featuring light and feminine design components is the best way to introduce the brand to the Atlanta market.
MOOD BOARD
INSPIRING TRENDS
ustralia
MARINE DREAM Inspiration 1 S /S 16’
S O F T TA I L O R I N G
I nspir a tion 1 S/S 1 6 ’
JW Anderson
Heroine Magazine
DENIM REDUX
Inspiration 1 S /S 16’
IDEATION/ CONCEPT
U S E O F S PA C E
R u s t ic Edgy M et a l Wood G rai n C o n t r a st Rough Light
COM PE L L I N G I NT E RI O RS
Light Lightbulbs Vi n t a g e Rust Antique
SUSPENSI ON
AC CE N T P I E C E S
LI G H T I N G I NSPI RAT I O N
ARTIST BRITT BASS We h a v e c h o s e n B r i t t B a s s T u r n e r , a n a r t i s t b a s e d o u t o f A t l a n t a , G e o r g i a t o exhibit in the Spring/Summer 2016 windows. Contrasting against the rusted, rugged and rough vintage lighting, the artwork of Britt will bring lightness, c o l o r, a n d i n d i v i d u a l i t y t o t h e o v e r a l c o n c e p t .
“I paint for me and for you. I paint what I like and hopefully you will too. I l a y e r a n d re w o r k u n t i l I a m s a t i s f i e d a n d I e n j o y t h e p ro c e s s o f l i s t e n i n g t o my intuition to bring a painting to fruition. I’ve found that my paintings d o n ’t j u s t b r i n g m e j o y, o t h e r s r e s o n a t e w i t h t h e m t o o . Wi t h t h a t i n m i n d I w a n t to make my work accessible for all w i t h i n v a r y i n g a v e n u e s a n d p ro d u c t s . M y g o a l i s t o s h a re i t a l l , a n d g i v e i t away to whoever wants in. I love the w a y a r t w o r k u n i f i e s ro o m s , s t a r t s conversations, and truly makes every d a y l i f e m o re a e s t h e t i c a l l y p l e a s i n g . M y w o r k i s a re f l e c t i o n o f m y e v e r y d a y interactions and visual intake of information, so incidentally my “life” i s a m a j o r s o u rc e o f c re a t i v e inspiration. Ultimately I’m influenced by all of the visual information I g a t h e r t h ro u g h o u t m y d a y s b u t I w o r k best when my mind is quiet, when I’ve h a d t i m e t o re s t f ro m e v e r y t h i n g e l s e g o i n g o n a n d c a n f o c u s o n t h e p u re form of experimenting and doing what I love most!” - BRITT BASS TURNER
Artist Inspiration 1 S/S 16’
COLOR STORY
F LO O R PLAN & INTERIOR VIEW
WINDOW D I S PLAY
END