The brand I was given is Allsaints. Originally I was a bit disheartened by this as Allsaints isn’t a brand I shop at, nor does it particularly inspire me. However after my research further into the brand, I felt a little more hopeful.

Allsaints was established as a menswear brand in 1994, four years later, they introduced their womenswear. Named after the hip and trendy Allsaints Road in London, its brand narrative and ideologies really reflect this. Allsaints isn’t a slave to trends, it strives to create individual clothing that expresses attitude. The have recognised and strived upon the fact that not all women want to wear obviously girly clothing, hence adopting the androgynous style.

The typical colour palette for Allsaints is a mixture of greys, beiges and black. They pay huge attention to the elegant, architectural, sharp edge clothing and vintage style pieces. Using fabrics such as distressed denim, chunky knits, washed jersey and iconic dark leathers.

I decided to take a trip to the Greenhithe Allsaints store to refresh my memory of the shop interior and brand aesthetic. The visual merchandising was extremely generic to the brand and I feel, lacked excitement. The typical black industrial clothing racks, along with the iconic Singer sewing machines dotted all over the store seemed rather dated. Below are some of the images I took whilst in store. I took the chance to ask the customers in store what they liked about the brand in a few words. Some the answers included- Luxurious, Good quality, Stylish, Trendy, Shopped here for years, Love the brand, Good value for money, Long lasting staple items. While this information was still valid, I decided that basing my consumer research on this would be biased because all of the people in store would have given positive answers because they like the brand (hence why they were browsing). Therefore I decided to carry out a non biased survey.

The results of my survey were pretty predictable. 100% of people answering were women. However when I asked for words coming to mind when they picture the brand, the results were more varied- Overpriced, Authentic, Emo, Rustic, Simple, Dark, Tasteful, Grunge, plain. I also asked people whether they’d shop at Allsaints- 28.57% answers YES, 71.43% answered NO. When asked why not? the majority of responses were price. Some commented on the fact the clothing was too plain and poor material. Leading me to conclude that the target market for Allsaints are 18-35 with a large disposable income for trendy, alternative clothes.