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Mary Portas whatsoever Saints
On the traditional largely driven by fast fashion and what I call 'copy and paste retail', the style brand All Saints has always gone from the grain. 'We don't care what colour Prada intends to do next season,[link widoczny dla zalogowanych],' the creative director, Kevin Stanford, once stated. 'Just consider the average person's wardrobe - it's filled with taupe, grey and black.' Earlier this year, inside a move some felt to become rather less well calculated,[link widoczny dla zalogowanych], All Saints opened an enormous two-storey branch on the website of Lipka's Antiques Arcade in west London, causing outrage one of the surrounding traders of Portobello Market, who feared that the spirit of 1 of the most famous independent street markets on the planet was about to be extinguished. Headlines were more favourable earlier this summer when All Saints opened a 14,[link widoczny dla zalogowanych],000sq ft store on New York's Broadway. I must admit that All Saints' colour-free, distressed and quirky look hasn't really been in my radar. What's more, Portobello is really a stone's throw where I live, and that i signed the petition to aid the market traders when the landlords saw their opportunity to secure a higher-paying tenant. But I like a brand that zigs when the rest of the world chooses to zag, so dependent on weeks after All Saints' largest store yet opened on Regent Street, I was there.
THE WINDOWS
All Saints' windows are probably the most dramatic in the shops. Hundreds of antique black Singer sewing machines happen to be purchased in God only knows where and lined up in sharp rows. No product. No promotions. Just sewing machines. The result is simple yet utterly arresting.
SHOPABILITY
Spanking new, yet by having an archaic feel (inside a great way), this is undoubtedly a brilliant storefit. All Saints is laid out like a factory with old printing presses and looms as fixtures for the product. The ground is decked in what seems to be centuries-old timber and there are clever touches such as oversized glass cloches perilously placed over the shoes. Antique busts hold statement gothic jewellery and industrial-style tables groan with every type of jean. Out of the box required for a jeans shop, there are loads of spacious changing-rooms. At the time of my visit, the whole team were referring to a brand new fit for men, the Lynvall, that they have to say is one of the best on the high street. There are two downsides, however. First, compared with the kind of Reiss or Whistles, which aim to offer classic pieces that may last a few seasons, All Saints isn't within the classics business and its prices are above average. In the words of 1 of my team, 'I wouldn't pay £45 for any T-shirt with holes inside it.' Second,[link widoczny dla zalogowanych], this is not a look for everybody - if you are the type of girl who likes colour and pattern,[link widoczny dla zalogowanych], this place may go through as dark and intimidating being an old-fashioned asylum.
WAS I BEING SERVED?
Admittedly, I had been there on a quiet Monday afternoon, however i was looked after by not one but two capable assistants. Zara guided me through the jeans and Jazz ran backwards and forwards between my changing-room and also the stock to ensure I had the best sizes. Really impressive.
ONLINE
Many retailers have struggled with the integration of the online and offline presence, often treating their websites as just another shop, while perhaps chucking together a random Facebook or Twitter profile. Clever retailers have realised that seamlessly connecting all the brand's touchpoints is essential for their future success. I refer to this as integration of offline an internet-based 'inline retailing' - the intelligent utilization of technology to make shopping both practical and experiential, based on your mood or mindset,[link widoczny dla zalogowanych], as well as in line with how people shop today. All Saints has grabbed this method with both hands, locating sleek iPads at each corner of the shop,[link widoczny dla zalogowanych], to help you search for other styles,[link widoczny dla zalogowanych], send an image of the outfit for your mate or order a piece that may be out of stock. The ultimate toy is a supersized screen on the floor floor that they call 'the pod'.
VERDICT
If this is a brandname you've always parked in a box marked 'grungy', take a look again. Yes, All Saints has its own distinctive look,[link widoczny dla zalogowanych], but the denim,[link widoczny dla zalogowanych], the leather jackets and some from the casualwear impressed me. Things i really loved was the attention to detail in the shopping experience. From sexy wrapping paper and unique and exquisite store design with a of the greatest service I've been on a way store in ages, this is a business which has shirked the ubiquitous trends and done its thing. Brilliantly.
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