AllSaints: sewing the way in store design

AllSaints – sewing the way in store design

On a recent business trip to Seattle, I discovered one store that really breathed life into the consumer experience and took the customer on a journey.

Seattle has an impressive shopping district named the ‘Retail Core’ which has every store you can think of and one shop front that really stood out was AllSaints, the British fashion brand.

AllSaints itself is ideally located on the corner of two major streets and the exterior has curb appeal which draws you in.

Much attention has been paid to replicating an authentic ‘sewing shop’ or factory setting. Indeed, the window display is bedecked with Singer sewing machines from top to bottom together with messaging about London’s Spitalfields Market.

I was greeted in store by friendly staff and made my way down to the men’s section. All Saints has gone to great length to make use of original industrial equipment to hang garments on but which complement their current lines.

Reminding the shopper that it is in fact the 21st century, iPads adorn the displays offering customers the chance to check different styles and stock availability.

But the pièce de résistance are the fitting rooms which have been meticulously pre-distressed and are reminiscent of a prison cell – think The Shawshank Redemption and you get the idea. It may sound weird, but believe me, it’s great!

Blog by Tom Jones