LEISURE AND RETAIL Fashion retailer AllSaints recently tasked graphic display specialist Leach with the creative brief A NEW ALLURE FOR ALLSAINTS
of transforming the display systems across its range of UK stores. Here, Mike Willshaw, Head of Innovation at Leach, advises how the initial assignment escalated to become a global project.
The brief London-headquartered AllSaints first contacted Leach to discuss the possibility of introducing ‘leaning’ non- illuminated graphics within its retail stores.
AllSaints had previously carried out research into the viability of either a wooden or fabric graphic solution. The latter option was deemed more cost-effective, largely due to the ability for in-store staff to seamlessly interchange the image – allowing for greater ease of use, minimal fuss and significantly reduced installation costs.
The design To achieve the desired ‘leaning’ effect of the displays, Leach’s in-house innovation team developed a bespoke bracket for the lightbox, as a prototype. This was then showcased to the senior management team at AllSaints – demonstrating the benefits of the lightbox and the quality of the Vision Screen fabric used.
Impressed with the solution, an initial order – for 60 bespoke ultra-slim solutions – was placed, and rolled out across locations throughout its UK, Europe and worldwide estate, including Germany, Spain, France and the US.
All Saints’ Global Display Manager Peter Newell said: “From our initial conversation with Leach it was clear that they wanted to work with us and deliver the right solution for our stores. The non-illuminated lightboxes created impact and gave us confidence that the solution would help elevate the in-store experience we offered to customers.”
In addition to the lightboxes, AllSaints procured a series of direct-to-media prints for the retailer’s UK stores – testament to Leach’s print capabilities across various substrates – which included vinyl, dibond, perspex and foamex.
Next steps Following the success of the initial project, AllSaints then commissioned Leach to provide a graphic solution for a large window campaign in Harrods. Following a comprehensive site survey, Leach worked with the AllSaints team to propose the most impactful option available to them, which would maximise brand exposure and capture the attention of passers-by.
As part of this project, Leach provided the complete floorspace, wall graphics, fabric graphics and illuminated lightboxes, to highlight the range of AllSaints merchandise.
Results The ‘lighting up’ of the fashion retailer’s space injected a whole new dimension into the store environment.
And although the addition of light to any well-lit area may initially be viewed as unnecessary, AllSaints realised
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that such products bring an added level of illumination – regardless of the weather outside – and can even be left on through the night, thus attracting the attention of passers-by 24 hours a day.
Peter continued: “The Harrods window campaign is an important part of our promotional calendar, therefore we wanted to ensure that we really captured customer attention. Having supplied over 60 non-illuminated lightboxes to our stores, we had no hesitation in working with Leach for this campaign, and the visual results were fantastic.”
Impressed with the capabilities of Leach’s industry- leading lightbox solution, AllSaints – which has seen a significant increase in both footfall and sales since the installs – then asked the specialist to provide a single- sided illuminated version at two trial sites within the UK. Due to phenomenal positive feedback – store statistics again showing raised levels of both visitors to stores and purchases made – Leach was then instructed to conduct an additional rollout across a further 20 shops in the UK and US.
This time utilising double-sided illumination, the in- store ‘wow-factor’ – alongside the projection through the retailer’s windows – has seen the brand go from strength- to-strength.
Peter added: “After just 30 days from the initial install, our store managers were already commenting on the positive effects of the new illuminated lightboxes. ”
Further work When AllSaints made the announcement that a new fragrance was to hit the perfumery shelves towards Christmas 2018, it made perfect sense for Leach to provide an updated range of HD-quality graphics for each store – which enabled staff in-house to once again easily replace incumbent images within minutes.
An added bonus here was the fact that the graphics to be used in each location could be updated simultaneously, ready for the global launch.
The future Leach and AllSaints have now developed a strong and reliable working relationship, with Leach delivering a range of high-quality graphic solutions to the retailer, promoting the fashion brand and continuing to provide excellent customer service levels, to meet the demands of the international business.
Due to the success of the project-to-date, AllSaints is currently in the planning stages of a second phase of its global rollout, to further maximise brand exposure, and increase footfall and sales across its stores.
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