Keep the Party Started

Resource: Huishion Advertising

Brainstorming - 003 - inspired by Iceberg

Iceberg AW0304 campaign

Considering about AllSaints' brand image and self-definition, "Rock'n'Roll" would be definitely a way to go; however, in my opinion, this kind of concept is indeed safe but also seems to be a little overabundant in recent years. In accordance with my research, most of AllSaints customers love clubbing or have a drink with friends during weekends, that is to say their lifestyle may be pretty free and easy. As a result, my idea at the moment is to convey the images that people are going home with a lot of fun and satisfaction rather than to show how crazy they are at the party.

Brainstorming - 002 - inspired by Sisley

The images above come from Sisley spring summer 2006 advertising campaign, which is quite good from my viewpoint. I think one very important element of this campaign is "allure", models are all posing sexily but not vulgar at all. Moreover, the outdoor background makes the images full of South European atmosphere; all in all, these factors seem to insinuate people to get ready for summer and go traveling. A picture paints a thousand words, I am now carefully thinking how to create some kind of situation and feeling that consumers can get it immediately when they see it, as well as be stimulated to purchase.

AllSaints Took Part in Clothes Show Live 2006

Click the picture to see Clothes Show Live 2006

Date: Monday, September 25, 2006, 12:44 UK
Collection of the most glamorous and exclusive brands

We had a collection of the most glamorous and exclusive brands to Clothes Show Live 2006...
...Here's a taster of some of the companies who were at the show...
Guess, All Saints, Von Dutch, Antik Denim, Tony Pimlico, Fiorelli, Juicy Couture, Caprice Lingerie, Hooch & Bench, Remmington, TIGI, Wet 'n Wild, Chill, Jelly Pong Pong, B Never Too Busy to Be Beautiful, Rimmel, Bourjois, Paul Frank,Guess, Golddigga, Lambretta, Traffic People, Fresh Soap Deli, Sally Hair & Beauty, Almost Famous, Black & Brown, Playboy, Dunlop, Pineapple, David & Goliath, Amplifier, Twisted Ribbon, Grail, Laura Lees, Dexter Wong, Franklin and Marshall, People's Market and many more...

Resource: Clothe Show Live

The Achievement of Main Competitors - Religion

Resource: Religion

The pictures above are the advertising campaigns Religion ran from AW0506 to SS06, and there are some interesting messages along with the images. Religion uses the name of the brand to play on words as "Religion'N'Roll" in a scrawling way, and "www.religionclothing.co.uk/nroll" is offered to lead the consumers to visit the official website. In addition, theres something like a tag, with some upside down numbers and the sentence "Religion Duality Manufactured Creation", on the bottom of the post. Although I have totally no idea what the aberrant tag stands for, these post still caught my eye when I left over the magazines. The most important of all is a post like this would definitely appeal to most of AllSaints' customers in my opinion.

Religion becomes more calm for the Spring Summer 2007 advertising campaign. The logotype is properly typed with just a little trick on the letter "O" to make it more specific. "Designed in east London" somehow is strongly emphasized; moreover, "quality manufactured creation" is also stressed instead of the inexplicable tag. The interesting thing is even though the infomation of the current campaign is more easily read, I just feel it is not that appealing and exciting as far as I am concerned. This occurs to me to carefully balance the concept of the caimpaign, corporate identity and the information I would like to put on the post.

AllSaints As A Brand

Click the picture to see Peter Doherty plays dress up with AllSaints

Brand History

AllSaints established in 1994 as a menswear brand wholesaling to the likes of Harvey Nichols, Harrods and Barneys New York and Japan, solidifying a name for itself amongst style conscious shoppers as the first stop for design led fashion that never follows trends.

In 1998 womenswear was born directly out of the expanding menswear collection of sharp tailoring, fine knits and the signature washed leathers; injecting sexiness into the "boyfriend" wardrobe.

On AllSaints day, November 1st 1997, ALLSAINTS opened their first standalone store in Fouberts Place, off Carnaby Street, presenting the complete menswear collection for the first time. The store has now been expanded and completely renovated to reflect the original character of the building and its location. This style is now characteristic across all stores, the intention being to create totally different looks for each location, so that ALLSAINTS retains an independent, non- corporate image.

From the outset AllSaints has had a long standing history of collaborating with and supporting the cream of the music industry; U2, Stereophonics, Kelis, Robbie Williams, and Kings of Leon were amongst the first artists to work with the brand. As a testament to our dedication to music the brand hosts its own underground AllMusic parties throughout the year as a showcase for the ever emerging stock of British talent.

The brand has now built a portfolio of 25 standalone stores and 18 concessions in key cities nationwide with three international stores amongst them.

AllSaints stands for being a brand leader; our mission is to create a brand that blends cultural, fashion and music into a potent formula of desirable clothing that expresses individuality and attitude.

Resource: AllSaints