All Saints ,like the inspiration behind the name, is considered ‘an iconic London fashion label’ with its rock and roll heritage being a key component of it’s unique selling point. ( 2007), London Fashion Review- British fashion designers, labels and brands, Available from: http://www.fashionreview.co.uk/all-saints-fashion/, accessed 2017) Founded by Stuart Trevor and Kait Bolongaro in 1994, their musical inspiration influenced their choice to use distressed fabrics, which shows off All Saints individuality and attitude. All Saints started out as a wholesale, menswear brand selling exclusively to high end department stores such as Harvey Nichols and Harrods. By 1997, it has its first standalone store, opened in Foubert place off of London’s Carnaby street, with the focus still on menswear. Considering the growing trend in the early 1990’s for grunge and alternative wear, it’s surprising that it took until 1998 to see the launch of the …show more content…
All Saints are unusual in comparison to other high street stores, relying on little commercial advertising. Their main promotion relies on their musical connections and Social Media presence. Wil Beedle the Drum creative director of All Saints said “The traditional ad model isn’t compatible with the retailers versatility and nimbleness… A campaign in formal terms is not necessarily brand compatible, 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.” (Mortimer, N,(2014), Why AllSaints shuns traditional ad campaigns in favour of content creation, Available from: http://www.thedrum.com/news/2014/12/19/why-allsaints-shuns-traditional-ad-campaigns-favour-content-creation, accessed 2017