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.

2. Brand Analysis

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

5. Iconic Products
The Jack Wills signature on products, and the stripes.

6. Heritage
Traditionally British
Historical Buildings

9. Brand Positioning

10. High Price
Secondary
School
Perceptual Map
University
Student
Low Price
PostGraduate

11. Consumers and Competitors

12. Ralph Lauren
Tommy Hilfiger
Abercrombie & Fitch
Hollister
Zara
Topshop
River Island

13. Consumer Profile
Name: Rebecca
Age: 20
Occupation: University Student / Part Time P.A
Interests: Horses, Fashion, Music, Sports
Hobbies: Horse riding, Polo, Shopping, Playing Guitar
Shops At: JACK WILLS, Ralph Lauren, Topshop
Listens To: Ed Sheeran, Mumford & Sons, Jake Bugg
Social Media: Twitter, Facebook, Instagram, LinkedIn

14. Communication Touch Points

15. Word of Mouth
Facebook
Twitter
Instagram
Pinterest
Tumblr
YouTube
Vimeo

16. New Concept

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

18. High Price
Secondary
School
Perceptual Map
University
Student
Low Price
PostGraduate

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

23. Jack Wills
Ralph Lauren

24. Thank You, Any Questions