Contemporary and individual, British label AllSaints was born out of East London more than two decades ago, inspired by the spirit of art , street and graffiti. AllSaints then expanded to establish its first presence in Asia in Seoul, South Korea in 2014. After taking spots in other cities such as Tokyo and Taipei, the fashion brand chose Kuala Lumpur as their first location in Southeast Asia — housed at Parkson Elite at Pavilion KL. With plans to expand further to Singapore and Bangkok, #TeamCLEO sat with Connie Yeow, Executive Advisor for Asia Travel Retail and Franchise for AllSaints to talk the business of fashion and strategy.
How would you describe AllSaints? The brand is from East London, and [the vibe of East London] is about celebrating independence. Speaking of which, the three main key words for the brand are creativity, attitude and individuality, and the brand has encapsulated the essence of the city.
How do you think AllSaints speaks to the Southeast Asian market? We believe that it resonates with the local shoppers who have studied or lived abroad, or simply frequent travellers who might find the brand familiar but don’t know much about it.
What are the marketing and communication strategies applied internationally and locally? Being an international brand, we always work with the regular global directives but I feel that the brand is constantly evolving. Since Asia is a new ma