This document provides an analysis of the Jack Wills brand. It outlines the brand's history originating in 1999 in Salcombe, Devon. It describes key elements of the brand's design equation, promise, values, attributes, personality, essence, iconic products, heritage, positioning, consumers, competitors, and communication touchpoints. It then discusses opportunities for new concepts, including a potential collaboration collection with a famous British designer and university graduate. It proposes a launch event at Chatsworth House including polo, rowing, and evening events. Finally, it recommends advertising the new collection in high-end magazines and providing clothing to celebrity stylists for publicity.
3. Brand History
Salcombe, Devon, 1999
“University Outfitters”
“Fabulously British”
The Best of British
Quality
“Outfitters to the Gentry”
80+ Stores Worldwide
4. DESIGN EQUATION
Traditional/British/Country/Oxford/Cambridge/JW
signature/Pheasant/Stripes/Navy & Pink/Tweed
BRAND PROMISE
British Heritage/Quality/Being part of an „elite‟ group
or society/Upper Class lifestyle
BRAND VALUES
British/Entrepreneurial/Innovative/Responsible/Excellence
“Fabulously
British”
ATTRIBUTES/BENEFITS
Part of a „group‟/Society ideas/Preppy/wearing the signature
on clothing (JW, JACK WILLS or WILLS) creates brand
ambassadors
BRAND PERSONALITY
High Status/Upper Class/Socialite/Posh/Preppy/Young
BRAND TRUTH
Hitting a younger target audience than their ideal consumer
market
Brand Essence Model
17. Do you shop in any of the following clothing stores, including both
online and in-store shopping?
River Island
Topshop
Zara
Jack Wills
Hollister
Abercrombie and Fitch
Ralph Lauren
Tommy Hilfger
0
5
10
15
20
25
30
35
40
45
19. Stage One - Collaboration
• Collaborative Collection
• A famous British designer
• E.g. Vivienne Westwood
• A University Graduate
• Why?
•
•
•
•
Publicity
Unique and Original
British Heritage
University Students
20. Stage Two - The Launch Event
Day Time Events: Varsity Polo / Rowing / Hog Roast /
Fair/Afternoon Tea / Clay Pigeon Shooting / Croquet
Chatsworth House
21. Stage Two - The Launch Event
Evening Events: Catwalk Show for New Collection
/Bands Playing / Fireworks / Ferris Wheel / Visual Effects
22. Stage Three – Advertising Campaign
• High End Magazines
• Vogue, Harpers Bazaar
• Introducing New Collection
• Advertising Other Clothes
• Vogue, Harpers Bazaar
• Getting PR to provide celebrity stylists with Jack Wills clothing
Here is a list of the communication touch points that are used by Jack Wills.
To best see where there was room for change, expansion or re-marketing for Jack Wills, we decided to first look at our own opinions of the Brand. To better understand ….we made a survey