Are All Saints Sinners?

There aren't that many high street chains I don't understand. I've been shopping my whole life and been marketing and PR'ing many designers and retail brand names so I do get a bit 'have I lost it?' if I just don't get something. All Saints is one of those and, from talking to various industry opinion formers, it appears that I'm not alone in this. What is the appeal? Help me out here, people. It