Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

DFF: Digital and international key to riding retail storm, says AllSaints COO

Investing in digitalisation and expanding internationally are key to growing in a challenging fashion market, Peter Wood, global chief operating officer at AllSaints, told the Drapers Fashion Forum this morning.

Peter Wood, AllSaints

Peter Wood, AllSaints

Peter Wood, AllSaints

Kicking off the event at 30 Euston Square in London today Wood said AllSaints had gone through a “step change” to meet customer demand, moving from being a retailer with a website to a digital brand that has stores.

“Digital is the way we do business – it’s not just a function,” Wood said.

To drive the business forward in the UK AllSaints has a developed a system in house that allows online shoppers to access all stock in stores as well that stored in the business’s distribution centre.

“We effectively turned all of our stores into mini-distribution centres so shoppers can buy stock from everywhere. It has increased our full-price sell-through as we freed up stock levels. We were able to grow our business in a mature market by adapting to changing needs of customers,” Wood added.

Around 50% of all AllSaints sales are now from global markets compared with 25% four years ago. Wood said driving the international part of the business is essential to growing the brand.

When launching in South Korea – the retailer’s first Asian market – two years ago, AllSaints created brand awareness in the region digitally through product placement with local influencers, rather than going down the traditional advertising route.

“One year before we launched our first store in Korea the country was 60th in terms of countries visiting our website. By focusing on local influencers to showcase our product, the day the shop opened Korea was fifth,” said Wood.

“That digital awareness was so important in driving the success of the business. You have to see challenges as positives. We can’t control what’s happening in the outside world, so we have to adapt to changing trends and use them to our advantage.”

 

 

 

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.