AllSaints Positioning Statement

--> AllSaints Spitalfields sells menswear, womenswear, footwear, and accessories though its department store locations and stand-alone retail stores and website. AllSaints is known for offering sharp edge, directional clothing with a muted palette dominated by blacks, browns, whites and grays. AllSaints clothing has been variously described as vintage with an industrial aesthetic as well as British chic rock ‘n’ roll and a romantically pre-aged look, that evokes the past and a post-apocalyptic future. AllSaints Spitalfields stands to be a brand leader that blends culture, fashion and music with desirable clothing that expresses individuality and attitude. The top two competitors for AllSaints are Topshop/Topman and Dsquared2. Topshop and Topman also have an edgy feel with a touch of rock, but at a more affordable price and Dsquared2 is an out of the box, unique company that is at a higher price point. Also, AllSaints differentiates itself by their promotional strategy, where advertising isn’t part of the mix or strategy, likely because it’s not something that is spread as a word rather than advertising and marketing. The womenswear at AllSaints was born directly out of expanding the menswear collection of sharp tailoring, fine knits and the signature washed leathers; injecting sexiness into the “boyfriend” wardrobe. AllSaints is a trendy fashion retailer aiming to fill the gap of high fashion at mid prices. They offer the highest of quality while paying attention to every little detail, and making sure that their designs are unique. AllSaints Spitalfields offers desirable clothing that expresses who their customer is in an exclusive way that cannot be found anywhere else.