The product is AllSaints all over but with wider appeal and good pricing architecture.
AllSaints’ Marmite-like status - you either love it or hate it - may have achieved more of a balance for autumn 10, but not to the detriment of the retailer’s super-cool image. Its signature muddy palette is still here, but there is a touch of femininity to the range that could give it wider appeal. Tight-fitting jersey dresses with oversized collars catch the eye.
In keeping with its murky palette on clothing, AllSaints’ store is equally dark and industrial. Rails resemble scaffolding and product is dangled from big iron hooks, while the changing rooms are unfussy. A worn-out looking staircase leads upstairs to menswear. Staff offer to help once.
Boasting possibly the most expensive leather jacket in Cabot Circus at £450, All Saints sits among the higher pricing echelon of its category. But the extra design detail - the jacket has a longer train at the back - is likely to be a winner for loyal customers. The jersey dresses are good value at £55, as are basic knits, which start from a reasonable £35 and go up to £95 for the long-line cardigans. Jeans are excellent value at £65. All in all, a good, varying price architecture.