ALL SAINTS is an exclusive store, inspired by Rock and Roll stars, biker leather jackets and skinny jeans as their best-selling essentials. They are known to be cool, sophisticated and aimed for a high end market. Prices are premium ranging from £25 to £500. ALL SAINTS have now broadened their line and created, the sub-brand ALL SAINTS EASE. EASE fills in the gaps which ALL SAINTS is missing with a fresh outlook. With the same master representation EASE is more relaxed, casual, and less expensive, suggestively better suited to teens and young adults. The collection consists of more oversized and practical clothing for loungewear, such as sweatshirts, jogging bottoms, two pieces and jumpsuits. They are on trend true to ALL SAINTS branding yet has its own personal edge at the same time.
Fashion is flourished by the worlds culture and EASE is specifically inspired by mega-trends; urbanisation and sustainability. This makes the collection current and practical. Time has its effects on our surroundings and urbanisation is represented by the rust, mould and peeling paint on the architecture around us. Urbanisation has influenced EASE’s colour scheme as the clothes range to come in colours of a grey scale, mono tone shades and touches of metallic. The second trend, sustainability, is reflected in EASE by the process of the collections production. There is a growing market and interest in slow fashion which is an ethos that EASE is tuned too. The quality of the manufacturing is ensured, lengthening the life of the items and created from recycled cotton and other materials. Designed tailored with S/S17 trends, EASE combines the upcoming fashion of built layers, transitional form and time tainted clothing for men; and raw minimalism, earth tones and transitional pleats for women.
The EASE collection will be sold in ALL SAINTS stores, in a different room or level to the original brand. It will also be a part of the official website, as a drop down option for the younger generation to shop. The online shop will also display current style guides and look books by bloggers to inspire customers. If this first lounge wear collection is successful, then EASE will then broaden their designs to sportswear. Health style is a leading trend in the 21st Century and a desired lifestyle, it is a particular fashion to young adults. Sportswear is an inclining area of fashion and would be a good investment for EASE to develop into as with an adaptation of cut and materials from the current lounge wear collection.
To tailor to the changing aspects of technology which is especially influential to the younger market, EASE will be mostly promoted through social media such as Instagram and Twitter. To reflect the chilled ethos of the sub brand, they will post pictures of their customers wearing the collection on their account. Interacting with the audience on this level will also drive sales and publicity. The hashtag #EASELAUCH will also be used in marketing as the new sub brand launches to create awareness and excitement on social media.
