AllSaints on using ‘actionable’ consumer research to overhaul its social media strategy

Fashion retailer AllSaints is on a mission to alter its social media marketing strategy, tapping into the intricacies of consumer behaviour to better connect with customers.

Jay Safdar, interim global head of performance marketing at AllSaints, describes AllSaints as “a business of feeling” that “compared to other businesses, is a lot closer to customers”.

It has been using research to better understand consumer behaviours, particularly online.