In this blog, I mainly focus on the retrospective report on store observation. I will describe my experience and findings of this market observation, and bring my thoughts and reflections.
AllSaints was founded by Stuart Trevor and Kaint Bolongaro in 1994. AllSaints was originally a brand that provided menswear wholesale to some high-end retailers in the UK, such as Nichols and harrods. Later, AllSaints continued to expand its stores worldwide, starting in 2009, Many stores have been opened throughout the United States, including New York, Boston, San Francisco, etc. Until 2010, the cost of North American expansion reached 43 million pounds. AllSaints has a huge market overseas and has more than 3,000 employees.After I inspected about many brand stores in the afternoon of March 12th, I was attracted by the window of All Saints. Firstly, the overall decoration style outside the All Saints store is made of retro bare bricks. Secondly, I look through the window. Seeing the inside walls are lined with vintage singers’ sewing machines, these antiques on display represent the fashionable style of the faded appearance of All Saints. The overall decoration when I walk into the store is in favor of industrial style and wooden structure. The music in the store is relaxing.The style of the All Saints brand is mainly biased to gothic and casual styles. I can see a lot of denim products in the store. The staff at All Saints told me that there is a 25% promotion on all products now, and I think the merchants are currently preparing In the new spring and summer, in order to make the autumn and winter products sell as quickly as possible, they choose discount sales.In addition, there are many windbreakers and leather coats popular in autumn and winter. I noticed that a Rylee coat in the store khaki and white contrasting colors are the unique style of the new season. The place of origin is made in the UK by warm wool blending and contrasting colors. Contrast color contrast is a popular trend in 18/19. The discount price of a wool coat for All Saints is about 100-200 pounds, the price of jeans is about 70-80 pounds, and the price of cotton T-shirts is 20-40 pounds. The average age of customers in the store is about 27 years old. Most of them are freelancers. Some of them like rock and music. They also go to shops such as TopShop, ASOS, Superdry and so on.
International fashion management and marketing student 