The Drum Awards Festival - Extended Deadline

-d -h -min -sec

All Saints

How AllSaints is shifting its strategy to focus on products


By Natalie Mortimer, N/A

May 24, 2016 | 4 min read

AllSaints is hoping a shift in campaign strategy to spotlight its products will help it better communicate to people why they should invest their shopping pounds in its wares.

all saints

The British retailer had recently focussed much of its activity around fashion and music, shunning traditional campaigns in favour of content creation since the birth of its creative film unit, which was created in conjunction with Dazed, in 2013. Now AllSaints wants to shout about its products to “tell the person on the street” why they should be shopping with the retailer.

Last week, it launched a new digital and social campaign in the UK called ‘It’s up to You’ to allow shoppers to style themselves using its products without the brand forcing the idea of how they should be worn. Using the hashtag #itsuptoyou, All Saints wants people to snap themselves wearing clothes they’ve bought at the retailer and post them to social media channels to be featured in an online gallery.

It’s an interesting shift for the brand given its long-standing history with the British music industry, but comes at a time when many fashion firms are struggling to cut through the noise, particularly in the realms of Instagram, where fashion is the fastest growing sector of its 400 million users according to the platform.

Speaking to The Drum James Wintle, global director of digital and technology at AllSaints, said over the next year brand will tell more stories about its products.

“We are relatively unique in that we still have an atelier in London where we do the draping and creating of the products and we work with a very select supply chain in terms of making the product,” he said. “There is still a bit of the music and film in a broader fashion sense but actually it’s about how do we talk a bit more about the product, how do we tell the person on the street or someone that has been into the store who wouldn’t necessarily know what an investment it is into to the All Saints label.

“With so much competition in the fashion sphere, and so much noise and brand stories and heritage content, how do you break through? For us it is about authentic content and again telling the story but being more product focussed… [With the new campaign] it’s about how does our consumer or potential consumer base, or the fashion forward, or even not the fashion forward not just engage with the brand but make it their own. That is quite a big change in terms of message, which we are super excited to see the results."

AllSaints now has 145 directly operated stores in 16 countries worldwide, and is poised to make a push in to Japan to appeal to the Asian market. It was reported last month that the brand’s owner Lion Capital is mulling a sale of All Saints and has spoken to a number of Asian apparel retailers already, according to Bloomberg.

All Saints

More from All Saints

View all


Industry insights

View all
Add your own content +