ALL SAINTS BRAND Essay Example | Topics and Well Written Essays - 750 words

ALL SAINTS BRAND - Essay Example All of the All Saints stores bear a unique interior design which differentiated from each other. This reflects the brands image of uniqueness and non corporate culture. All Saints have associated itself with the music industry quite intimately. The company made strategic business collaboration with brands like U2, Kelis, Robbie Williams, etc. in order to enhance its brand equity. The company endorsed clothing for several music videos, thereby creating a brand culture associated with youth culture and casual lifestyle (Allsaints, 2015). According to Kotler and Keller (2011) the brand is defined as the perception of the customers regarding a particular product or individual or any other marketable entity. It is a mental image that a company wants its customers to have regarding its products. All Saints brand is best known for its uniqueness and focus on the gothic culture. The products’ design, the promotional activities and the aesthetics of the store are based on culture of matured and rough life style while wearing black, grey and white. The signature interiors of the store is characterized metal, worn off wood and exposed bricks, which indicates a rough and weathered lifestyle. The design of the clothes has been carefully selected that complements the gothic and dark nature of the brand. Thus it can be stated that the brand has been positioned to be youth centric thereby targeting the age group of 18 to 35 (Ferla, 2010). Apart from the uniquely mundane and muted appearance of the brand, the company has al so tried to blend fashion with rock music. Currently, All Saints is associated with a sense of decaying decadence and distress outlook with a taste of vintage lifestyle. It is one of those very few brands that barely follow market trend and try to initiate a trend in the industry. The company has successfully engaged the customers by building a close relationship with them, thereby creating a