buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | страница 14

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BUYING AND MERCHANDISING
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BUYING AND MERCHANDISING
ALLSAINTS STUDIOS
Allsaints create beautiful and creatively unique online ad campaigns through the use of their own ‘Allsaints Studios’. There are
two parts to ‘Allsaints Studios’ and these are music and film. The music side showcases off the wall artists and links you to their
music. The film side is used to showcase the brand’s collections through documentaries. The films display the actual influences
of the collections; this is an important aspect of Allsaints as it differs them to other high end high street brands. The films create
concepts to the ranges and gives the consumer the evolving journey of the products.
These are just a selection of the ad campaigns that the researcher feels reflects on the brand and their values.
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The biker portraits series is about emphasizing the real lives of real people who represent the brand through their
independent spirit and attitude. Allsaints took their iconic biker jacket as their starting point in their journey of exploring
creative communities internationally. The third chapter ‘Def in Venice’ is shot at Venice Beach in California and includes ten
individuals from the area. The film explores the lives of the new generations of musicians, actors, models, artists, skates and
surfers; who express the brand spirit of freedom and individuality in unexpected and inspiring ways (ALLSAINTS, n.d).
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The concept of ‘It’s Up To You’ is about using the brand, and expressing yourself with it. The video features young Americans
from the streets of Bowery, Noho and Brooklyn, with New York Fashion Week as the initial backdrop. The girls and boys, so
empowered and unified by their own identity and creativity expressed themselves by choosing and wearing the Allsaints Spring
Summer 16 collection. The video creates young and free vibes and is a genuinely beautiful and different ad campaign; cast, shot
and edited in seven days (ALLSAINTS, 2016).
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