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All Saints Niklas Bergman

Founded 1994 by Stuert Trevor
AllSaints Began as a whole sale menswear brand that sold merchandise exclusively to British high-end retailers such as Harvey Nicolas and Harrods.
Named after All Saints road in notting Hill, London, Art, Music and design. They always did and will collaborate with British music industry.
In 1997 All Saints Launched its first women swear collection, when the opend their first stand alone store.
Six years later Stuart sold All Saints to Kevin Stanford and Stephan Craig
By 2006 they launched their first website. in 2010 All Saints was negatively inpacted as a result of the icelandic banking collapse, the corporation “Lion Capital” saved the company. With there help, the brand has seen a 50% rise in profit since 2012.
Over the past 2 years, All Saints flagships stores have opened across the U.S in New york, San Francisco, Los Angeles, Miami, Boston and Seattle
In The next 3 years the company plans to open 30-50 more stores worldwide * AGE: 18-35 * Gender: Predominately female * Ethnicity mix: Asians, African American, European * Income levels: Middle to upper class, the average price for new seasons merchandise at is between 30-700Dollars * Originated in the UK * 2 Channels – Brick&mortar stores and online 2.
Multiple channels allows the company to further penetrate the market, reach a larger customer base and give customers a variety of ways to experience the brand an products
Since the label launched in 1994, All Saints has become an internationelly recognizable brend with a new perspective and district voice. The company has expanded on across the globe, offering vintage inspired pices from London to San francisco. All Saints strives to maintain a unique point of vew in terms of combinding culture, fashion, art and music. With new stores plannind in Asia, Europe, and America there is no stopping the British fashion invasion
(Brand Profile)

All Saints is considered to be one of the hippest retailers on the British high street. 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. “Bolongaro”

Bolongaro Trevor is the latest brainchild of British designers Kait Bolongaro and Stuart Trevor, founders and former designers behind the retail store group All Saints. 3. Having spent 7 years as Head of Menswear at Reiss, Stuart Trevor founded All Saints in October 1994. Kait Bolongaro joined him in 1996, and they developed their vision of a totally new genre of fashion and design, creating a cool, indie, designer label with a grungy, distressed vibe. they was 28 years old when they started with All Saints and it was all about what they wanted to wear then. (All Saints)

William Kim is determined to bring salvation to the fashion chain by ensuring it doesn't repeat the mistakes that led to its fall
After almost a year at the helm, Lea's AllSaints salvation rests in the hands of his new chief executive, William Kim. The 40-year old has been tasked with turning the company from a busted flush into a global $1bn (£655m) brand. In the year to January, sales were just £199m.

"Why play a game of football, if you are not going to win," says Kim, undeterred by the scale of the challenge. "Without a doubt, AllSaints will be global and it will be a $1bn business. It has all the constituent parts, it just needs focus. We have 2,400 passionate team members. Now, we have to channel that passion and not dwell on the past. And no, we are not going bust. Quite the opposite actually."

“If you look at it as an analogue fashion brand, that sells some clothes, and has a few stores, you become a fish in a pond. Eventually you will become irrelevant because you are not differentiated”. (Ebrahimi)


Work cited”

(Brand Profile)

"All Saints - Brand Profile | Stylelogue." Stylelogue Personal Styling and Personalised Fashion Advice For Men and Women. N.p., 24 Oct. 2013. Web. 05 May 2014.

(All Saints)
All Saints Journal." : All Saints Brand History. All Saints Journal, 23 Apr. 2014. Web. 05 May 2014.

(Bolongaro) Bolongaro, Trevor. "About Us." About Us. N.p., 19 Jan. 2013. Web. 05 May 2014.

Ebrahimi, Helia. "AllSaints Chief on a Mission to Create Brand in Asia and America." The Telegraph. Telegraph Media Group, 28 Sept. 0024. Web. 23 Apr. 2014.


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