buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | Page 8

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BUYING AND MERCHANDISING
BUYING AND MERCHANDISING
BRAND HANDWRITING
“ To create a brand that blends music and fashion into
a potent formula of desirable clothing that expresses
individuality and attitude”
- Allsaints mission statement (SUM , n .d)
Figure 3
Allsaints revolutionised the modern high street with a range of sophisticated and effortless essentials inspired by a
gritty urban aesthetic (SUM, n.d). They have been set apart from their common competitiors due to their off trend, edgy
ranges, which is why their retail design has become one of the most recognised on the British high street and recently
globally (Anonymous, 2011).
Instore debauchery and decay is complimented by the distressed glamour that is portrayed through their grungey,
classic details layered upon considered elements. Each store, in its own way closely adheres to the brand concepts of
Allsaints, which has enabled them to hold onto their essentially independent, non-corporate image (Anonymous, 2011).
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