The Achievement of Main Competitors - We Are Replay

In 2003, the Replay group announce their evolved-casual label, We Are Replay, and officially deput at Pitti Uomo; furthermore, the first four We Are Replay single-brand stores then open in Italy during the year 2004.

Reference: We Are Replay

Photoshop: Uma

Due to their different style and target market, Replay Blue Jeans and We Are Replay are very different "brands", which could be obviously seen in their respective advertising campaigns.

Reference: Replay Blue Jeans

I would say Replay Blue Jeans painstakingly puts emphasis on "nature", and even a little "wild". Most of the view they use in the advertising campaigns are the open, and models look pristine. I suppose that they would like to reveal some messages, such as the occasion to wear the jeans, or the comfortablity of their jeans. On the contrary, We Are Replay is more fashionable and funky. They always have strong atmosphere and a clear-cut idea so that you can easily get involved in the brand's ambiance. I am not saying to copy, however, the kind of mood is just what I would like to create for AllSaints advertising campaign.