If you haven’t heard of All Saints already you probably will soon as they’re beginning to get into a lot of fashion periodicals like GQ and even Vogue. I can remember the brand a while ago, around Leeds it was championed by the house scene then it took off massively, if you’ve been noticing the grungy, military look around recently this is where it started. What I like about All Saints is that as a brand, it does very, very little traditional marketing yet has managed to create one of the strongest brands I have witnessed amongst my age group.

This Vogue article gives a good overview of the brand. What All Saints shows is that taking the philosophy’s, theory’s and standpoint’s of marketing and applying them throughout the business model will ensure that the selling takes care of itself. A lot of brands miss the point with this, they’ll follow the trends of the designers, copy it with little attention to detail then put it in the shops and only at this point will the marketing begin. Instead, All Saints didn’t become just another high street brand knocking off high end labels hoping that it’d filter down into the tastes of the masses. In somewhere like Italy or France this is very viable and very acceptable, it is what their cultures revolve around, however, in Britain street fashion rules all. And this is how All Saints have managed to connect so well. Indie fashion, which is undoubtedly where All Saints gets it’s inspiration from, was something that came from the streets not from the catwalks and up until a few years ago the only people capitalizing from it where vintage shops and All Saints.

I’ve got a feeling I’m losing focus here, so I’ll sum up my the main point. The high street has got too comfortable copying the cuts, colours and trends of the catwalk but only when they really fulfill what the public really want (In terms of All Saints different, well made, affordable clothes with a variety of textures and fabrics) will the selling do itself.