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AllSaints go marching in – UK label takes Gothic success story to NYC. When the fashion store Topshop opened in New York just over a year ago, a torrent of hype ensured there were queues of shoppers at the door on the first day.

AllSaints go marching in – UK label takes Gothic success story to NYC

There was a blizzard of red, white and blue ticker tape to mark the moment, and at the opening party A-list celebrities including Jennifer Lopez and the editor of US Vogue, Anna Wintour, rubbed shoulders with Topshop's chunky billionaire owner, Sir Philip Green. A fortnight ago, just a few hundred yards further along Broadway, another big name in British fashion retailing – AllSaints – arrived in the Big Apple with an altogether lower-key launch. But the word in the rag trade is that it is going down a storm with New York's fashion-conscious consumers, and has taken more than $1m in its first two weeks – beating the takings at Topshop, whose shop is almost twice the size.

The A-list wear AllSaints. Why AllSaints shuns traditional ad campaigns in favour of content creation. Since the birth of AllSaints’ creative film unit, in conjunction with Dazed last year, the fashion retailer has aped creative agencies and begun collaborating with a swathe of artists from the music and film world.

Why AllSaints shuns traditional ad campaigns in favour of content creation

This has seen it create videos and documentaries as it turns up the heat on its content-led marketing strategy. Despite its most recent foray into the film world, the brand has long aimed to blend music and fashion into a heady mix of disruptive content creation, brushing off traditional marketing campaigns to better communicate its brand values. Speaking to The Drum creative director at AllSaints, Wil Beedle, said the traditional ad model “isn’t compatible” with the retailer’s versatility and nimbleness.

“A campaign in formal terms is not necessarily brand compatible,” he revealed. “We actually contribute in channel specific means, all over the world, globally communicating our own attitude and point of view across several cultures and channels. Sarah Hodges Blog: All Saints - Trend analysis. I started looking at the All Saints website, which has a few new season items for the Spring Summer range, although more pieces would be added as the season closes in, I would think.

Sarah Hodges Blog: All Saints - Trend analysis

Colour: Colour is muted tones, with a few pieces in light greys and off whites. A few colours are used to lift the muted tones with a little teal and silver, aqua and dirty pinks being used within prints and embellishments. Silhouettes: Whilst most garments are sympathetic to the female form, there is always a simplicity and an androgynous feel to the items, which reflects my interview findings, that items that do well will often be subject to minor alterations in order to be able to sell within the alternative section, men's wear of women's wear. Asymmetric lines and draping is also apparent, with boxy lines used for jackets and outerwear. Lines: Tops: nothing too fancy, very casual looking items that could be dressed up with some styling knowledge, or confidence. I then looked online for SS13 trends.

Why AllSaints shuns traditional ad campaigns in favour of content creation. All Saints show how to engage both male and female users on a single social media platform. UK fashion retailer All Saints show how Facebook can be used to drive discussion from both male and female consumers on a single platform.

All Saints show how to engage both male and female users on a single social media platform

This suggests that All Saints’ Facebook strategy uses an appropriate mix of topics in order to engage both sexes. Now that the majority of brands own a Facebook page, the next question is how to use it as a platform to engage a wide range of consumers. This is especially difficult for retail brands which cater for both male and female shoppers as their social media strategy needs to be relevant to each consumer group in order to be effective.

All Saints, The fashion retail Tesco of our times. 4 May, 2010 | By Sushma Sagar Last week a breakthrough occurred in the fight against All Saints by the Friends of Portobello Market.

All Saints, The fashion retail Tesco of our times

The background of the case is that All Saints applied for retrograde planning permission to develop 2 units of a site on Portobello Road and 6 units on Westbourne Grove. The site happens to be a picturesque, conservation street whose character gives the area its charm. It has also housed the famous Portobello antiques market since 1930’s. Portobello Road previously. All Saints – Brand Profile « Stylelogue. The British Brand That Claims To Blend Music And Fashion Into A Potent Mix Of Desirable Clothing Expressing Both Individuality And Attitude All Saints is considered to be one of the hippest retailers on the British high street.

All Saints – Brand Profile « Stylelogue

Selling men’s, women’s and children’s clothing as well as home furnishings, their name has become synonymous with cutting edge fashion for those in the know. Aiming towards a trendy, style aware niche with a target demographic of 18- 35, All Saints have adopted a unique approach to their marketing, retail and online strategies. Their vision as conveyed through their mission statement, “to create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude” penetrates through their design decisions, social media strategy, store design and e-commerce. Their success is a result of their unique approach. Their retail design has become one of the most recognized on the British High Street.

AllSaints chief on a mission to create brand in Asia and America. Kim has been a darling of the fashion industry for almost a decade.

AllSaints chief on a mission to create brand in Asia and America

Lea poached him from Burberry, where he ran the all important digital commerce arm for the FTSE-100 company. There, Kim mastered new-age retail, going way beyond that increasingly outmoded retail divide between shops and online, or bricks and clicks as it's known. In the future, consumers will be much more free thinking, says Kim.