A visual representation of an All Saints' consumer based on primary research. 

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'The Urban Nomad' possesses a deep rooted sense of creative entitlement and combines each aspect of their life to align with this. They want everything they do, see, feel and experience to be on-brand and look to live in places that are referred to as creative hubs. They promote a shift in consumer mindset from 'me' to 'we' and walk through the city with no other motive than exploring and experimenting.

'The Devotee' has similar attributes, but are more of a brand advocate. They want to immerse themselves in the brand, talk about it and share their passion with others. As time today is limited, they want to live it with the people they care about, experiencing things that count. They have a strong influence and should be given opportunities to promote and be rewarded for doing so.

 

Flat lay planning & Styling: Myself, Allie Day & Rach Farrar

Photography & Post Production: Myself