AllSaints Spitalfields | Visual Communications Process Book

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