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London Fashion Review - British Fashion Designers, Labels and Brands. All Saints show how to use celebrities to generate positive engagement around your brand. All Saints reveals how celebrity endorsement can successfully promote the lifestyle and aspirations associated with a particular brand and attract positive consumer engagement on a brand’s community page.

All Saints show how to use celebrities to generate positive engagement around your brand

Many brands use celebrity endorsements to add an aspirational edge to their products. Through their recent Basement Sessions music festival, fashion retailer All Saints have gathered interviews from various artists, including Paloma Faith and Fatboy Slim. The videos are broadcast on YouTube as well as the All Saints official Facebook page. AllSaints’ creative director on the brand’s new move. For anyone who grew up in the UK, AllSaints is synonymous with leather jackets and biker boots, an all-black (or nearly all-black) colour palette and a distressed finish.

AllSaints’ creative director on the brand’s new move

Now, however, the brand is launching something a little more elevated: AllSaints Limited which, as the name suggests, comprises of garments made in strictly limited numbers. The first collection of this kind, which is titled Season 1, launches on Monday (17th October) at Selfridges but it won’t be hanging alongside contemporary brands – it’ll sit on the international luxury designer floor, alongside high end labels like Givenchy and Rick Owens. “I wanted to do a collection that was only available in that space, and I wanted people to see it who otherwise wouldn’t have walked into our store,” says AllSaints creative director Wil Beedle.

“Fundamentally for me, it’s a much more personal project, which is reflected in the restriction of the numbers that were manufactured. How AllSaints is shifting its strategy to focus on products. AllSaints is hoping a shift in campaign strategy to spotlight its products will help it better communicate to people why they should invest their shopping pounds in its wares.

How AllSaints is shifting its strategy to focus on products

The British retailer had recently focussed much of its activity around fashion and music, shunning traditional campaigns in favour of content creation since the birth of its creative film unit, which was created in conjunction with Dazed, in 2013. Now AllSaints wants to shout about its products to “tell the person on the street” why they should be shopping with the retailer. Last week, it launched a new digital and social campaign in the UK called ‘It’s up to You’ to allow shoppers to style themselves using its products without the brand forcing the idea of how they should be worn.

Using the hashtag #itsuptoyou, All Saints wants people to snap themselves wearing clothes they’ve bought at the retailer and post them to social media channels to be featured in an online gallery. 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 defies weather with heavenly financial year. British fashion label AllSaints is heading into more than 15 new countries after shrugging off unseasonal weather in northern Europe to record strong growth in sales and profits.

AllSaints defies weather with heavenly financial year

The brand favoured by Beyoncé, the actor Selena Gomez and the model Kylie Jenner increased total sales by 9% to £252.5m in its last financial year, driven by a 7.4% rise in the UK, almost none of which was down to new store openings. The UK performance comes despite widespread difficulties experienced by many British fashion brands after a warm autumn and winter last year. William Kim, the chief executive of AllSaints, said sales in the UK were up after it introduced bags for the first time and expanded its range of knitwear as well as coats and jackets, particularly in leather. Kim said: “We don’t comment on the weather at our regular meetings. ALLSAINTS STUDIOS: Watch our collection of short videos online. Agyness Deyn All Saints collaboration. MODEL AGYNESS DEYN and Fiona Byrne have paired up with All Saints to create video blogs and news straight from New York festival Jelly Pool Parties.

Agyness Deyn All Saints collaboration

The duo are broadcasting the latest festival gossip straight from the summer concert series, this sponsored by the British boutique brand to celebrate its five year anniversary. Major Retailer Analysis: All Saints. Vital statistics BoF. Links. 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. All Saints Journal: All Saints brand history. So that you know a little bit more about All Saints, I found this brand history discription on their All Saints Website All Saints started its business 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. 4 years later, 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.

All Saints Journal: All Saints brand history