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“Too busy to see portfolios”

Assignment:Once a cult clothing brand relying on word-of-mouth for advertising, AllSaints has recently announced plans to go mainstream by OPENING OVER 50 NEW STORES ACROSS THE U.S. HOW CAN THE BRAND OFFER EXCLUSIVITY TO CURRENT CUSTOMERS WHILE WELCOMING THE STREAM OF REGULAR SHOPPERS?

More importantly: How can the brand position itself for longetivity?

STRATEGY{Why we are advertising}To establish AllSaints as a lifestyle brand that still makes trendsetters feel special but also welcomes the aspirational shopper.

{Media consideration}

{target}

-Let’s own “Don’t Buy Anything Day”-Use only non-traditional channels -Strong music connection-More “lifestyleness.” Tell a story about this customer. It’s more than clothing.

{Most persuasive idea}AllSaints = Resistance in everyday life.

The history behind “Don’t Buy Anything Day.” Researching on the philosophy behind punk culture, WE came across Malcom McLaren’s Manifesto when he was running for major of London. He proposed “No Shopping Day” as an annual day to reconsider unnecessary consumption.

AllSainst will establish itself as the anti-mass consumption brand that is the rebel in its category as our customers are in society. Our focus will be ON quality over quantity.

Affluent professionals between 30-45 who considered themselves “rebel” at some point but eventually gave into the “system.” They follow the rules of society but look for details and clothing that give them some freedom.

{How are we going to fulfill this promise}

The future of retail lies in lifestyle brands. Two of the most successful clothing stores have succeeded by “claiming” a lifestyle, and providing not only clothing but books, music and home design to fit that lifestyle.

Urban Outfitters = indie rocker Anthropologie = romantic girl

Tex$le recycling: As leader of the an.‐consump.on movement, AllSaints will have bins where people can drop off their low quality clothes for recycling.    

Partnerships: We will partner with cafes, bars and other stores where our customers like to go and we will use symbols and graffi. to iden.fy them. This will allow customers to easily iden.fy businesses that match their interests and that stand against mass‐consup.on. 

Stores as art spaces: Each store will host a monthly art exhibit. 

Art books: Loyal customers will also receive a free limited edi3on catalog each season developed in partnership with a highly regarded ar3st.

DM a-er‐hour invites: To build a be;er rela3onship with our loyal shoppers, we will invite them to exclusive collec3on previews as well as a>er‐hour events at the store

Guerrilla fashion show: Each new clothing line will be launched in a guerrilla‐style fashion show, disrup8ng the order in places like Wall Street. 

Lifestyle store: The new AllSaints will also sell books, home décor, music and other items that fill the shopper’s lifestyle, reflected in the redesigned site. A link will also take visitors to the No Shopping Day site.