MEL WALLIS N0427213 Fashion Communication & Promotion Visual Research Document All Saints: Disclosed 2016
Fig 1. Poster, 2016 Fig 2. Moodboard, 2016 Fig 3. Contents Page, 2016
Word Count Mel – 0 – 1094 Rach – 1095 – 2151 Allie – 2152 – 3280 Total – 3280
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THE BRAND 4-7
THE TRENDS 8-13
THE BIG IDEA 14-15
THE CONSUMER 16-23
THE APP 24-45
THE ROUTE 46-65
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Fig 4. Moodboard, 2016
//FOREWORD Considered,
empowered, and individual: a global brand with an independent spirit and undeniable confidence in creation. All Saints is better connected than ever before but an avenue in which to explore further engagement holds potential for a break through. As a fast, efficient and reactive brand, All Saint’s strong online presence and creative digital strategies require a platform to hold such engagement and innovation. Underpinned with attitude and embellished with playful bravery, this explorative report into app development will encapsulate the brand’s versatility and visual literacy. The unveiling of a new perspective lies in the lust for liberation.
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//VISUAL CODES A
considered identity, embodying East London’s creativity, attitude and individuality lies in the brand’s DNA and compelling timeliness. Through global reach, the brand’s visual codes and fashion films maintain an air of exclusivity and anonymity, set in deserted warehouses, London rooftops and the depths of East London’s brick-worked paths. These contemporary and aspirational values are integrated to produce a design recipe rooted in mystery and independence.
The iconic biker jacket, silks and prints are unlike
Fig 5. Brand DNA, 2016 Fig 6. Print moodboard, 2016
any other on the high street, underpinning its unique nature and strength in design rather than solely following trends. When speaking to Amy at the All Saints studios. “They have progressed in a small amount of time; emerging from their niche bracket in to something more high end and sleek, the customers are loyal but have adapted as the brand has grown.” (Amy Shaw, 2015)
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Fig 7. Presentation Slide, 2016 Fig 8. Own Image, 2016
//MINDFULNESS We explored the idea of mindfulness and derived three trends from this that we felt directly influenced our big idea; hyperlocality, cultural cachet and serendipity. These are all based on the celebration of the niche, undiscovered, local points of interest that are entirely unique to a destination; the more inaccessible an experience is to an outsider, the greater the advantage. For example, at the Hub Porteno hotel in Argentina, guests are given exclusive access to the studios of local artists.
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a result of a progressively digital world, exploration and discovery have become key factors in 2016. A prime example of this is the search engine Metadrift. A serendipitous version of Google. Users are free to roam, to explore and to find what they weren’t looking for.
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//EXPERIENCE ECONOMY Angela Rumsey (2015) states that shoppers are now moving away from relationships with retailers that are defined by transactions and are instead looking for ones defined by experiences.
Nike opened an invitation only fitness studio in New
York called Nike 45 Grand. This hosted tastemakers and influencers and gave guests the opportunity to preview pieces from current collection. Although not available to the masses this elevated engagement and perceptions of the brand across the world.
Peak
Fig 9. Discloses Texture, 2016 Fig 10. Experience economy, 2016
performance created 17 mobile activated virtual pop ups in 11 countries. These pop ups used geographical locations to allow your mobile to unlock content, meaning you needed to be in a certain place at a certain time to unlock them.
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Fig 11. Disclosed Texture, 2016
//COMMUNITY Connecting cities globally introduces the idea that your friends in New York are just as close as those in your hometown.
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their brand advocacy program #AccessAllASOS they provide members with exclusive benefits and insider access to events, collection previews, and retail discounts. With an ever-growing online community, they reward customer engagement and create a deeper emotional connection with shoppers.
Kinfolk began life as a store and has since evolved into an all-encompassing creative collective. Its new store in Brooklyn, New York, reflects the brand’s multifunctional nature an experience-driven lifestyle. It combines a coffee shop, lounge, restaurant and coworking design studio where young creatives are encouraged to come and work, drink, eat and hang out. The space has become something of a cultural hub in the neighbourhood, appealing to the young, creative shopper or freelancer.
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//THE BIG IDEA Brands must creatively capture and engage consumers with original and unfiltered content, storytelling grows most important, with video the format of choice. (WGSN, 2016)
Although the app won’t directly be selling products
Fig 12. Dreamy Texture, 2015 Fig 13. Big Idea Wheel, 2016
for All Saints, the idea is to nuture and encourage loyalty and enhance engagement between the brand and consumers, using experiences and benefits to encourage future purchases. The big idea is to embrace the unique ability of community to engage and entice digital natives through physical experiences and location based aspects on a global scale.
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//ARCHETYPES After talking with All Saints’ consumers, we decided split them in to two archetypes; ‘The Urban Nomad’ and the ‘The Devotee’.
The Urban Nomad possesses a deep rooted
sense of creative entitlement and combines each aspect of their life to align with this. They want everything they do, see, feel, and experience to be on-brand and look to live in places that are referred to as creative hubs. They promote a shift in consumer mindset from ‘me’ to ‘we’ and walk through the city with no other motive than exploring and experimenting. Being heavily invested in the idea of flaneurism where life is about wandering, not getting lost, our app would offer them new experiences and the chance to discover the unexpected.
Fig 14. Moodboard, 2016
The Devotee has similar attributes, they are more of a brand advocate. They want to immerse themselves in the brand, talk about it and share their passion with others. As time today is limited, they want to live it with the people they care about, experiencing things that count. They have a strong influence and should be given opportunities to promote and be rewarded for doing so.
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//CONSUMER PROFILE We
Fig 15. Disclosed Texture, 2016 Fig 16. Consumer Profile, 2016
then wanted to dig a bit deeper into our consumer and create profiles based on objects they felt represented them. They were asked to bring objects that were memorable to them, something they collect, something they don’t leave the house with and so on. These were then collated to create visual representations of the two consumers.
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//CONSUMER FILM Tom
Fig 17. A consumer film, 2016
and Jasmine are our two consumers; Tom represents the ‘The Urban Nomad’ and Jasmine ‘The Devotee’. We wanted to work with them because All Saints isn’t just a fashion brand to them. Both young, urban creatives and in their 20s - they immerse themselves in London’s creative environments through music, film & art. We created a short film to showcase these consumers, keeping a simple and artistic aesthetic but with an authentic, genuine tone.
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//CONSUMER TESTING We conducted some testing to find out what exactly
our consumers would want from an app. We found that the most important element to them would be that it offers you something different to a brands other platforms; as opposed to just being a replica of the website.
Fig 18. Disclosed texture, 2016
They like the idea of spontaneity, recommendations that are actually relevant and an app that finds things for you without having to search for it. We then went on to ask them, if they could gain anything from an app, what would it be? The most interesting response was that they wanted to feel like an insider which links in well to our community aspect. Finally, we asked, what is your most common reason for deleting an app? Their responses were either that they aren’t provided with enough new content or it takes up too much space on their device.
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//CREATIVE NOURISHMENT We came up with three different elements that would inspire the look and feel as well as the navigation and function of the app, to create a timely but familiar design recipe.
Textures will be a reference point throughout our visuals and will form the foundations of the app design.
Moving imagery and interactive features will be another prominent feature. WWF’s Together app inspired us through its interactive and elegant journey through the app content. With a seamless navigation journey, each tap or swipe guides through high resolution photography like flipping through an interactive digital magazine, while icons like the globe bring alive surprising animations and interactions.
Fig 19. Creative Nourishment, 2016
Considering the idea of obscured content and cropped imagery creates a more dynamic view. This was inspired by All Saints’ designs, particularly their asymmetric cuts within collections as well as the element of mystery that runs through the brand.
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//DISCLOSED A
unique blend of confidence, individuality and curiosity; the All Saints consumer needs fast paced, constant evolution to mirror the brand aesthetic and attitude. They crave an avenue for unexpected encounters through communal experience and integration. These influences have been merged to create ‘All Saints Disclosed’, a downloadable app for the curious creatives and daring devotees. This provides this consumer with under the radar experiences and unforgettable discovery.
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Fig 20. Fluid Painting, 2011 Fig 21. Loading scren, 2016
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Fig 22. Untitled, 2016 Fig 23. Menu screen, 2016
//HOW IT WORKS Through
Disclosed we will invite consumer’s in to the All Saints community by helping them find off the beaten track experiences and points of interest. Solving the problem of finding things to do in a strange city, or even the place you call home. Communicating using language that echoes that of the consumer, it will act as a digital diary for them to keep up to date with current happenings. Users will be provided with outfit suggestions for specific venues and events to encourage purchases without directly selling through the app. Finally, they will be offered unique rewards and keepsakes, making them feel seen, respected and connected.
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//HOW IT HELPS Disclosed
will offer All Saints’ consumers information on physical experiences through a digital medium by helping them discover what they weren’t looking for. This will help to encourage brand loyalty and relationships, creating positive associations of the brand. As we mentioned earlier, importance will be placed on thinking of All Saints as a lifestyle not just a brand, starting a conversation with consumers and providing them with the opportunity for social sharing. Current consumers will feel like insiders and be thanked through exclusive privileges and unforgettable experiences, while simultaneously introducing the brand to a new audience.
Customers will be asked at purchase points whether they have the app, if they do their fingerprint will be scanned. This will be to keep track of spending, gather consumer data and gain insights in to consumer interests which will help to inform future promotions and collections.
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Fig 24. Moodboard, 2016
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Fig 25. Maison Du Papier, 2013 Fig 26. Concrete Moodboard, 2015 Fig 27. Seek screen, 2016
//UNIQUE I.D To gain access to the app you will create your own unique I.D using your fingerprint. This will build an account for you which you can log in to at any All Saints store. This provides an individual log in as well as a personal touch point for you in the store.
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//CUSTOMISATION From the All Saints’ archives and past collections,
we discovered that print and texture feature heavily in their designs, becoming even more predominant in their 2016 monthly lookbooks. Digitally printed abstract designs juxtaposed with floral patterns and tonal shades that have been patch-worked together feature throughout. We wanted to consider this when coming up with a design recipe for the app and so created three themes based around All Saints current collections. These three themes will allow users to customise their app to best reflect their own personal style. These would be updated season to season to remain current and timely.
ORGANIC RENAISSANCE: elements of nature were a strong reference point
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for us. This represents the freedom and mystery embedded within the All Saints brand and the weathered aspect to previous patterns and designs.
CONSTRUCTED ANTIQUITY: taking inspiration from the structure behind
ARTISANAL ACCOLADE: print and texture found within artwork has been a
feature throughout our visual inspiration. The fluidity of the textures links back to the freedom aspect previously mentioned and is also represented through the painterly draped fabrics used throughout collections.
Fig 28. Artisanal Accolade, 2016 Fig 29. Constructe Antiquity, 2016 Fig 30. organic Renaissance, 2016
architecture as well as the muted tonal shades and minimal aesthetics. The structural design within All Saints’ collections mirrors the rigid industrial aspect to this element.
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Fig 31. Ice, 2016 Fig 32. Senses screen, 2016
//SENSES A growing trend for multi-sensory experiences is being increasingly injected throughout food, music and the arts. No matter the form, structure, or venue, the goal is to nurture an awareness of the underlying connection between the 5 senses. “While each sense is distinct, when all 5 are activated and ensemble, an experience can become extraordinary.� (Edelkort, 2015)
Disclosed
uses the five senses to embody the different categories, which the consumer can explore. Look, listen, taste, touch and think cover the arts, music, dining, grooming and discovery in intriguing experiences and unexpected memories. We have demonstrated this across three different cities that we felt would be the most influential, these are LA, London and Tokyo. To keep the app relevant, content will be updated daily ensuring maximum engagement.
Two icons will feature on each page; the first will
bring up a map showing you the location and what else is going on in the area, swiping across the screen will reveal the hidden content. The second will offer you outfit suggestions based on the venue or event you are looking at, click on one of these and it will take you through to the product page on the website where you can purchase if you desire.
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Fig 33. Disclosed Texture, 2016 Fig 34. Location scren, 2016
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Fig 35. Moody Indigo, 2015 Fig 36. Journal screen, 2016
//JOURNAL The journal will act as a cultural calendar for you to
keep track of events and save your favourite places through various categories such as ‘most recent’ and ‘want to go’. You also have the option to save products from the outfit suggestions and locate in any store. If you are having trouble finding the item, you can show the stylist the product on either your app or by logging in on the interactive screen. The stylist can then direct you to the item or suggest that they can order it in to store for you if that’s an option.
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//SEEK According to a report by Mintel, nearly one quarter of consumers like packaging that has an appealing design dedicated to a limited-edition, seasonal or special release, and brands are using new personalisation initiatives to grow profits.
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‘Seek’ section will allow users to unlock exclusive content and unique privileges such as limited edition packaging and sneak peaks of collections. Once you click on a door, information will appear telling you a date or time you need to go in to store to redeem your reward. The aim of this is to drive higher footfall during quieter hours. When arriving in store you can ask one of the stylists for help with checking in or go straight to one of the interactive screens. The stylists will then guide you through the process; after clicking on ‘Disclosed’ in top right corner you will be taken through to the app where you can log in using your finger print like usual. Once you have scanned go through to the ‘seek’ page your door will now of opened unveiling your reward; you may be given options based on the reward. Finally, you will be given information on how you can use your code to redeem this in store or online and when you have to redeem it by.
From consumer testing we found the most common
reason for deleting an app is due to lack of space on your device. As a solution, all rewards will feature an expiry date, whilst the entire app will be made up of bite-size content that is easily digested with further information on the website and social media.
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Fig 37. Glacier, 2015 Fig 38. Seek screen, 2016
SOUNDCLOUD
EVENTBRITE
Fig 39. Moodboard, 2016
DOJO
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//MARKET POSITIONING
Fig 40, Seismes, 2015
We recognise that location based apps have already been explored by other brands but due to the curious nature of the All Saints consumer, providing them with niche content would better fulfill their needs. We analysed three apps that inspired us to show how we would differentiate ourselves in an already saturated market.
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//ROUTE TO CONSUMER Due to the rise of engaging platforms and technology,
consumers have undergone a transformative shift in how they digest content. The aim of Disclosed’ s route to consumer as a new avenue of All Saints, is to continue to explore ways in which to capture consumer’s attention.
As All Saints don’t physically advertise as a brand
Fig 41. Seismes, 2015
we are reliant on targeting our consumer through a strong digital presence and marketing strategy. We have therefore chosen to focus on Social media, website content, and target specific promotion through our app.
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//PRE-LAUNCH SOCIAL MEDIA Through
Fig 42. AS Moodboard, 2016
Instagram, exclusive clips and teaser content will sustain consumer engagement, especially in the run up to an event where more focused content would be uploaded. This would then be expanded upon through Youtube. It will also give consumers an insight into what’s happening on a global scale, with behind the scenes clips, details of new collections and what’s happening in the music scene. The content will be consistent across all platforms, with Facebook posting more images of events and collections, which would then generate further discussion through Twitter.
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BILLBOARDS To kick start the launch of All Saints Disclosed we
will introduce interactive billboards around the three cities; LA, London and Tokyo. These will initially feature static brand content and advertising that will come to life when triggered by passersby. Once the app has been launched you will be able to scan them using the app to reveal further behind the scenes content. Encouraging the downloading of the app through the billboards.
Earlier this year, Reebok installed a speed camera
and tracking technology in an outdoor ad in Stockholm that challenged passers-by to run past the display. They would be rewarded for their quickness with a new pair of ZPump 2.0 shoes. This highlights the importance of this medium of advertising by the fact top brands are adopting it.
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Fig 43. Disclosed Texture, 2016 Fig 44. Emma shoot, 2016
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Fig 45. Invites, 2016
INVITATIONS For the next stage, ten invites to the official launch
event will be hidden around London. Drawing on the aspect of mystery, the consumer will follow clues from All Saints’ social media directing them to specific locations where they will find a part of the invite at four places across the city, leading them one step closer each time. Once they have gathered all the parts, they have to submit the images of the clues to ASdisclosed@icloud.com where the ten winners will be chosen on a first come first served basis.
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seperate invitation will be sent to industry professionals offering them an exlusive VIP invite to be one of the first to see and use the new app.
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//LAUNCH IN STORE EVENT In
a new value economy which prizes unique experiences and insider access, members’ clubs are thriving. The retail landscape has changed and consumers are lining up for access to closed-door venues. An invite only event will be held at the Earlham Street store in London, which is used by All Saints as an experimental space, to launch the app to influencers and press before the official public launch the following day.
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Fig 46. Event Planning, 2016
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Fig 47. Instagram Mock up, 2016 Fig 48. Disclosed Texture, 2016
//POST-LAUNCH INSTAGRAM A separate Instagram account will be released (@
allsaints_disclosed) to promote the app and share consumer content. This will encourage consumers to document where they’ve been, what they did and what they wore using the hashtag #ANewPerspective. We will leverage this network to build up an online community, engage a wide audience and foster conversations.
“Humans absorb information visually about 100-150 times faster than words. If we can once again distill words down to visuals, it becomes a more powerful method of interaction.” (Scott Galloway, 2014)
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TRAILER Video
campaigns facilitate considered product placement and allow the brand to be representative of a lifestyle by showing the consumers the way the products can become a part of their lives. Original video content has been used throughout the process to form a narrative, which not only resonates with the consumer but also provides a platform in which to host compelling stories featuring brand product.
“The average Internet user spends 88% more time on a website with video. I think it’s one of the best ways to tell stories that connect emotionally with your audience.” (Spreekmeester, 2016)
Brands including Derek Lam, Nike, and Kate Spade
have produced campaigns curating video content in sequential ‘episodes’. This provides consistency for the consumer whilst influencing them to feel emotionally connected to the brand and encouraging the audience to return.
Fig 49. Film stills, 2016
A video campaign has been developed to launch
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the app which employs a refreshingly immersive approach to traditional marketing tactics, embodying the independent, free spirited nature of All Saints. This will be played in the windows of all, All Saints stores after the launch of the app to entice people in to store and to download the app.
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BOOKMARK
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NOTEBOOK
STICKER
Fig 50. Own images, 2016
TISSUE PAPER
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AFTERWORD Inspiration,
Fig 51. Disclosed texture, 2016
invigoration and integration shape the way in which quality of life may flourish. From experiencing the uniqueness of the past to the unknown of the future, delight in discovery will always take charge. Communities have the unique ability to cross boundaries like nothing else, covering a diverse cultural cross-section across the globe whilst embodying the spirit of independence. Disclosed provides the consumer with a credible voice, a platform to engage and a glimpse into how things should be. Don’t harness your curiosity but encapsulate your empowerment through experience and involve yourself in a new perspective. It’s not about societal expectation but of liberation in expression and freedom of innovation. It’s the moments and the people; the times when the world as you know it changes before your eyes. Say yes to new and get back to life’s uncertainty. Get gutsy, go to a place you’ve never heard of and leave with experiences you’ll never forget.
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