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 RE ST Y LE
C O M PANY MISSION
“to c re a te a brand that ble 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 llSaints customers a r e m o s tl y f e m a l e , w hile it started off as a m ensw e a r l i n e that w as featured in Ha r ve y 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 : A llSaints 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 Al l S a i n t s c u st o m er values art, m usic a nd i n s pi r i n g f a sh i o n. T hey attend m usic fes t i v a l s, a r e a v id “foodies�, and loo k to craft sm a n sh i p and the finer details in cl ot h i n g .
MARKET RESEARCH direct competitors
J O H N VA R VA T O S
HARVEY NICHOLS
• Ve r y r u g g e d • Some hardware • Mannequins in windows • Merchandise on simple fixtures • Muted colors
•
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 .
Highly conceptual
LOUIS VUITTON •
Highly conceptual
RAG & BONE • 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
• Merchandised as a showroom • Theme based • Merchandise separated as decorated in a home
• Themed • Mens/womens/kids mixed in windows
POTTERY BARN
• • •
• • •
Color coordinated Theme based Showroom setup
ANTHROPOLOGIE • Boho chic • Conceptual windows • Wo m e n s w e a r
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 • •
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
David Hamilton
www.meetmeinthemorning.com
Vogue Australia
Republic of Nowhere
Pinte
19-3935 TCX
A commercial look for sleepwear combines nautical themes with p jerseys mix with airy cotton base layers featuring broderie anglaise Victorian nightwear. Biscuit nude and slate grey bring a rustic, nat
Waltex Tricot Srl
Davi
Intimates & Swim > Design Trends > Design Capsules
18-4537 TCX
14-4317 TCX
ustralia
MARINE DREAM Sailor Playsuit
Inspiration 1 S /S 16’
Mario Sorrenti
11-0601 TCX
Pinte
A jersey romper with a nautical theme is designed with a stripe jersey body and
Sailor styles carry forward from Pre-Fall 15 with nautical-influenced button-front panels. Large metal shank buttons anchor this style, with the freshest looks featuring back placements, such as at JW Anderson. Hitting at the natural waist, full and cropped wide legs extend from a fitted hip.
S O F T TA I L O R I N G
I nspir a tion 1 S/S 1 6 ’
Kenzo
Vogue Australia
JW Anderson
Sonia Rykiel
Sailor styles carry forward from Pre-Fall 15 with nautical-inf this style, with the freshest looks featuring back placements Vince Harper's Bazaar cropped wide legs extend from a fitted hip.
Vogue US
Womenswear > Design Trends > Category Updates
With the current 1970s revival, denim jackets m Silhouettes go to the extreme, from fitted and c patches, extreme distressing, and dropped fron
IOdonna Magazine
Alexander McQueen
Gucci
Womenswear > Design Trends > Category Updates Vogue Australia
H
Cropped wide-leg trousers become increasingly commer and relaxed with heavyweight wovens maintaining the st with prints and bold stripes in multiple directions to creat
Heroine Magazine
Womenswear > Design Trends > Category Updates
JW Anderson
Stella
Sonia Rykiel
Vogue US
Vince
With the current 1970s revival, denim jackets move Silhouettes go to the extreme, from fitted and cropp patches, extreme distressing, and dropped front an
The resurgence of military influences has resulted in the utility jacket making a major comeback. A va evoke this trend, including longer lengths, belted styles, shacket interpretations and martial-art inspira coatings, fabric-blocking and metallic accents look freshest.
move to the forefront, with styles evolving from the traditional trucker. cropped to oversized boyfriend styles. Detail updates include contrast nt and back yokes. Pockets include patch, bellows, flap and zip options.
Étoile Isabel Marant
Isabel Marant
Commercial Updates
Orta Anadolu
Rachel Comey marc by Marc Jacobs
A stron lightwe create surface
Tomas Maier
Trade Shows > By Product Category > Denim
ip Lim
Rebecca Minkoff
Visvim
menswear > Design Trends > Commercial Updates
DENIM REDUX
Inspiration 1 S /S 16’
Rag & Bone
McQ Alexander McQueen
Saint Laurent
IDEATION/ CONCEPT
U S E O F S PA C E
R u s t ic Edgy M et a l Wo o d 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 Vinta ge Rust Antique
SUSPENSI ON
AC CE N T P I E CE 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
A r t i st I n spiration 1 S/S 16’
COLOR STORY
F LO O R PLAN & INTERIOR VIEW
WINDOW D I S PLAY
END