1976:They changed their name to Urban Outfitters in 1976, the name better captured the youth culture of the store. They also began to expand in the 80's and 90's significantly, growing as a very popular brand for that times youth.

They expanded into more lifestyle and homeware from furniture to books and vinyls. Created for people who wanted to express themselves with how they lived not just what they wore.

They then introduced anthropologie, which focused on lifestyle and homeware as a sister store.

1993: In 1993 they went public, giving them the capital they needed to expand globally in 1998. And have been expanding globally every since.

2000: they created their website, and have been expanding and gorwing ever since.

1995: Initially only interested in retail but in February 1995, they had their first fashion show in Paris, exhibiting menswear

1997: In 1997 their first store opened on Carnaby street, focused on cool and unique garments, mixed with vintage and edgy piece.

1998:In 1998, Kait Bolongaro introduced Womenswear into the brand.

2006:They continued to open stores across the uk as they gained popularity, and launched their website in 2006.

The All Saints Ramskull became their symbol for rebellious personality, a symbol of heritage and attitude.

• Though both starting with similar initiatives, All Saints has proceeded to keep their brand image as cool, alternative and unique whereas urban outfitters is now an incredibly mainstream brand, following the trends of teenage girls as their main audience.

• The demographic for both stores are almost completely opposite, Urban attract girls who want cute and trending clothing worn by the masses where as All Saints has a customer base who is more alternative, with more grungy styles reflective of the boyish punk style of the 90’s.

Their branding is focused around relatability, wanting to engage with and market themselves towards their younger audience, in store they always have photo booths and games as well as vinyls and vintage clothes as a nod to their beginnings as a vintage thrift store.

Their strong social media presence is helpful towards a strategy focused around an online ad, focusing on their sustainability mission and what they are doing to lessen their impact as a fashion brand. Also focusing on how they can lower their prices making them more affordable in this economy, to widen their customer base.

Already having a strong brand identity as a trendy and feminine brand helps my stratergy as they can keep their identity strong, but improve it and open it up to a wider range of consumers, promoting inclusivity and body positivity incorporating that into their identity for a more welcoming space especially due to their customer base is younger girls, body positivity should be promoted.

All Saints

All Saints sits on the scale with much higher price however the higher quality of garments is reflective of this, arguably better quality than its competition, Uniqlo, Zara and Urban Outfitters so sitting at a higher price range makes sense, however it could be slightly to high considering it’s still within the high street retail market.

Urban Outfitters sits in the mid to slightly lower quality range and mid to slightly higher price range, meaning its price does not accurately reflect the quality of the garment. Better than lower high street brand such as Primark and H&M however sits lower than All saints on both quality and price. Brands such as zara and Uniqlo sit on the same level for price however Uniqlo is significantly better quality compared to Urban Outfitters.

Gillian Lipton:

Last year (2024) saw the highest global temperature to date at 1.5 degrees

She worked with topshop to make the first vegan leather shoes within the industry

She worked with alexander mcqueen to create a sustainable marine leather from fish skin recycled from the food industry. The first company to use marine leather in shoes. 

The fashion industry uses 79 trillion litres of water annually 

Only 1% of garments made every year are recycled 

Gillian Lipton has worked to create ‘Eco Stitch Club’ committed to promoting sustainable living through education, upcycling and upskilling of future generations, which is why shes committing herself to giving talks throughout universities.  

She also has her on consulting firm ‘with heart consulting’ wit paper earther once against reiterating that the plant is her biggest priority and should be our biggest priority as well.

Brand positioning/ Personality: Catalyst for individuality and attitude, ‘cool calm collected’

Market sector: Middle market, Womenswear, Menswear 

Style aesthetic: Edgy, cool, alternative, simple and individual pieces. The brands style is inspired by 1990’s 

Audience: Anyone interested in alternative individual fashion, 

Brand positioning/ Personality: A trendsetter for young adults, self expression, individuality and creativity are all important to the brand. 

Market sector: Middle market, Womenswear

Style aesthetic: Vintage inspired, trendy 

Audience: Women, from 18-28

a recent campaign

the higher range of high street, based on price and quality

although they do sell other brands (such as the north face and dr martins) which hints at why some items mark up the price range.

a sucssesful year for all saints considering their opening of their branch in LA and their wider expansion to the usa