A limited chino offer takes the gloss off a strong knitwear offer and the in-store music is too loud.
AllSaints will always have its own handwriting, but the way it tweaks it to sit within each season’s trends makes it more appealing to its target customer. Autumn 11 is no exception, with oversized cable knits and grungy intarsia patterns updating cardigans. AllSaints’ interpretation of a padded gilet is notable alongside on-trend quilting, and looked good in leather. However, the retailer is missing the mark with a disappointingly limited chino offer and the wide selection of printed T-shirts is becoming tired.
The shopfit is classic AllSaints – a dark industrial warehouse feel with trademark sewing machines. However, many items are hung from meat hooks, which look good but don’t display the clothing in the best light. Mirrors are dark and distressed, which suit the interior but are annoying to look in. The staff also looked good and greeted shoppers at the door, but went missing when needed. The music was far too loud.
AllSaints creates a great range of prices that allows different customers to buy into it, with the higher price brackets reserved for the best-quality pieces. Basic knitwear starts at a reasonable £50, going up to £75 for All Saints’ interpretation of Fair Isle and £150 for a cashmere cardigan. Quality jeans start at £65, with selvedge options an excellent £85. Wool pea coats start at £150, but £185 for a padded gilet seems a little expensive.