Research and work in progress for Jack Wills Project

1. Jack Wills
www.jackwill.com

2. ABOUT
JACK WILLS

3. About Jack Wills
• Jack Wills was launched in 1999 in Salcombe, Devon,
designing British heritage-inspired goods for the university
crowd. We continue to be influenced by the best of British,
from our history and culture to sporting and country
pursuits. We take pride in using the finest quality materials,
techniques and design to deliver our distinctive connection
between the old and new, epitomising what it is to be
young and Fabulously British.From the iconic British
university towns of Oxford and Cambridge, the Ivy League
campuses of Harvard and Yale, and the bright lights of Hong
Kong, Jack Wills is travelling the globe proudly planting the
Union Jack at over 80 stores and counting.
http://www.jackwills.com/en-gb/about-jack-wills

4. www.jackwills.com

5. Jack Wills’ Values
Our values reflect the way we act and what we stand for as a brand.
• British - Britishness anchors all that we do; we're inspired by its history
and tradition, blending old and new to create something that's distinctly
ours. Wherever we go in the world, we'll always stay true to our British
roots.
• Entrepreneurial - The business began with two friends taking a risk. That
pioneering approach and commercial instinct remains. And we will retain
it, however large we become.
• Innovative - Creativity, and the desire to be leading edge, drives us. It
makes our day jobs more exciting, and ensures that we keep inspiring our
customers too.
• Responsible - Integrity and decency is at our core; it's inherent in us to act
properly and treat everyone, whether our people, our suppliers or our
customers, with respect.
• Excellence - It's not just about our high quality product: we believe in
excellence in everything we do, it's that simple.
http://www.jackwills.com/en-gb/about-jack-wills

6. www.jackwills.com

7. ‘Made In Britain’
• 'Made in Britain' is something we're passionate about and it's our
ambition to open our own factory. Until then, we support British
manufacturing as much as we can and are actively driving its
resurgence.In Somerset, we have launched an apprenticeship with
Fox Brothers, to ensure that traditional weaving skills and
techniques are preserved.And in Wiltshire, we've sponsored our
own flock of sheep with the aim of owning the entire process of
production from the shearing of the sheep, to the spinning and
weaving of the wool, through to the manufacture of the final
products.This is all part of our wanting to build a sustainable British
supply chain, which values its history and skill base properly. We
also forge strong relationships in Britain through our collaborations;
including NPS shoes, Cordings and New Balance.
http://www.jackwills.com/en-gb/about-jack-wills

8. www.jackwills.com

9. Fabulously British?
• Companies that unfairly trade on their so called
Britishness. In other words, companies who actively
market their British Heritage but actually
manufacture abroad.
• Jack Wills Fabulously British Chinese – In fairness Jack
Wills do sell a few things that are made in Britain, but
not very many. They do for example sell a limited range
of British made shoes made for them by NPS. Most of
their products appear to be made in China though. Jack
Wills actually have the audaciousness to say on their
website “Britishness anchors all that we do”.
http://www.jackwills.com/en-gb/about-jack-wills

10. www.jackwills.com

11. Useful Pinterest Links
• Jack Wills Pinterest http://www.pinterest.com/jackwills/fabulously-british/
• Jack Wills Research Project on Pinterest http://www.pinterest.com/beaucc/jack-wills-researchproject/
• Jack Wills Seasonnaires http://www.pinterest.com/theurbanwolf/jack-willsseasonnaires/
• Jack Wills Seasonnaires USA http://www.pinterest.com/jackwillsusa/theseasonnaires/
• Jack Wills (Consumer Pinterest Board) http://www.pinterest.com/jademay97/jack-wills/

13. GROUP WORK

14. 11/11/13 -Alice, Amy, Courtney, Georgia,
Whitely – 11:30 to 14:00
• Brand Model
• Determining Competitors
• Plans for London – Where to visit

15. DESIGN EQUATION
Traditional/British/Country/Oxford/Cambridge/JW
signature/Pheasant/Stripes/Navy & Pink/Tweed
BRAND VALUES
BRAND PROMISE
(Brand POV) –
British/Entrepreneurial/In
novative/Responsible/Exc
ellence
(Brand POV) – British
Heritage/Quality
(Consumer POV) – No value for
money/Traditional ‘British’
apparel
BRAND ESSENCE
(Consumer POV) – Old
Fashioned/Supports Class
System/Status/Heritage
ATTRIBUTES/BENEFITS
Part of a ‘group’/Society
ideas/Preppy/wearing the
signature on clothing (JW,
JACK WILLS or WILLS) creates
brand ambassadors
BRAND PERSONALITY
Stuck
Up/Arrogant/Status/Hi
gh Class/Socialite
BRAND TRUTH
Stuck in traditional set-up/not fulfilling their idea
of brand values and brand promise/not gaining
consumers from target market

16. Competitors
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Ralph Lauren
Abercrombie and Fitch
Hollister
Tommy Hilfiger
Similar Target Market:
– Topshop
– Zara
– River Island

17. 12/11/13 – London – All Day – Alice, Amy,
Courtney, Georgia, Whitely
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Visited Jack Wills within Selfridges
Visited Abercrombie and Fitch (Competitor)
Visited Ralph Lauren (Competitor)
Visited Burberry Store (Concept Ideas/New
Technology)
• Collected Images

18. Jack Wills @ Selfridges

19. Jack Wills @ Selfridges

20. Jack Wills @ Selfridges

21. Jack Wills @ Selfridges

22. Jack Wills @ Selfridges

24. Jack Wills @ Selfridges

25. Jack Wills @ Selfridges

26. Jack Wills @ Selfridges

27. Ralph Lauren @ Selfridges

28. Ralph Lauren @ Selfridges

29. Ralph Lauren @
Selfridges

30. Burberry

31. Burberry

32. Burberry

33. Abercrombie and Fitch

34. Abercrombie and Fitch

35. Abercrombie and Fitch

36. Hollister

37. 14/11/13 – Alice, Whitely – 12:00 to 15:00
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Research
History of the Brand
Consumers
Market

38. “University Outfitters”
• Aimed at university students as their target market – although the
price doesn’t reflect this and the modern day student lifestyle and
‘student budget’.
• Their brand suggests an idea of wealth and upper class living and
high social statuses – this would therefore imply that the students
shopping there come from wealthy backgrounds. An idea that also
suggests that very few students could afford this clothing unless
they were from this background.
• Focus on class divides
• “outfitters to the gentry”
• Targeting a very specific consumer
• Upper class style clothing
• Focus on older, traditional ideas that university is something only
available to the upper class.
• Pretentious

39. Student Room – Target
Market/Consumers Opinion?
• 10 Reasons Why Jack Wills Is Terrible
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Over Prices
It’s Really Chav Wills
Not Really a University Brand
Some of the styles are awful
Even Jack Wills models are chavs
Transgender clothing
Jack Wills contributes to male impotence
Can look feminine
Homeware section, painted blue and pink
Ladies gym range but no mens
• http://www.thestudentroom.co.uk/showthread.php?t=1574877
• Last edited by Oh my Ms. Coffey; 07-06-2012 at 01:12.
• Obviously an extreme view, but relevant as a student view point

40. “Fabulously British”
• Made in Britain is something that Jack Wills
claim to be passionate about, putting quality
first.
• However, most clothing is not made in Britain
any more.
• http://ukmade.wordpress.com/tag/jack-wills/
- ‘companies that unfairly trade on their so
called Britishness’

41. • 18/11/13 – 11:00 to 13:00 – Alice, Amy,
Whitely
CONCEPT IDEAS
• New technology
• Campaign to get interest from Uni students
• Being ‘elite’
• Selling the ‘lifestyle’
• Sales/promotions to target students on low
budgets

42. • 19/11/13 – 12:00 to 15:00 – Alice, Amy,
Georgia, Whitely
• Group Discussion on research topics
• Visit Jack Wills – photographs/speak to shop
assistant
• Arrange to see manager for Q&A

43. NEW CONCEPT

44. Where is the brand struggling?
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REAL BUSINESS.CO.UK - Jack Wills posts £10m loss but eyes floatation
Fashion brand Jack Wills has posted a £10m loss but is preparing for flotation in
the near future.Fashion retailer Jack Wills has posted a £9.7m loss for last year. The
firm has been tightening its operations in recent times in preparation of an
anticipated float. Founders Robert Shaw and Peter Williams created the brand in
1999, armed with just £40,000 on their credit cards. Their 70 per cent stake is now
worth an estimated £350m. Most of the remaining share is held by private equity
group Inflexion.COO Wendy Becker joined the company last September. She made
a number of changes aimed at preparing the firm for a float, including closing the
sister brand Wills and Aubin, strengthening the online arm of operations and
bringing in a more experienced management team.Although these changes appear
to have caused short term losses, sales from continuing operations rose by 8 per
cent, from £113.8m to £122.9m. This was partly attributed to increasing demand
for British goods overseas.The company told the Financial Times it was “confident
that the business will return to the levels of profitability previously delivered.”The
firm's operations are located mainly in the UK and Ireland, but it also has stores in
the USA, Middle East and Hong Kong.
http://realbusiness.co.uk/article/21828-jack-wills-posts-10m-loss-but-eyesfloatation
16 July, 2013 in News by Jack Torrance

45. • FT.Com - Jack Wills pushed to £10m loss as owners eye
exit
– http://www.ft.com/cms/s/0/4e5e045e-eb17-11e2-9fcc00144feabdc0.html#axzz2lbSw9ZgG
– Published on July 14, 2013 10:05 pm
• Older article from same source - Pretty, posh and
profitable
– http://www.ft.com/cms/s/2/fcca7ebc-7ce4-11e0-a7c700144feabdc0.html#axzz2lbSw9ZgG
– May 13, 2011 5:27 pm

46. 22/11/13 – 10:00 to 13:00 – Alice, Amy, Courtney
NEW CONCEPT
• New Technology could help to appeal to target market –
Phone App/ Interactive Experience
• Seasonnaires – Parties/Brand Ambassadors – more Uni
representatives – Student Unions
• New Advertising campaign – attract market – celebrity
endorsement – Made In Chelsea
QUESTIONNAIRE
• Target maket
QUESTIONS FOR JACK WILLS MANAGER

47. QUESTIONNAIRE
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Male/Female
How old are you?
What course are you studying at Uni?
Does fashion play an important part in your life?
Do you follow trends?
Do you shop in any of the following – Abercrombie& Fitch/Hollister/Ralph
Lauren/Zara/Topshop/River Island
Do you shop in Jack Wills?
If Yes, what products do you own?
If No, have you ever been into a Jack Wills store?
Have you ever been on the Jack Wills website?
What social media sites do you use?
Do you follow any of your favourite brands of social media?
Do you follow Jack Wills on any area of social media?
Do you use loyalty cards?
Did you have a Topshop loyalty card?
Did you go to the Urban Outfitters launch party in Nottingham?
Do you visit your student union?
Would you be interested in a collaboration event between your SU and a well known brand?
Did you go to carnage?
If yes, would you go again?
Have you heard of the Jack Wills Seasonnaires?
Do you think brand ambassadors are important for a brand and their promotion?

49. QUESTIONS FOR JW
• Do you think it’s mainly Uni students that shop
here?
• How often do you advertise the brand?
• How often to you have in-store
promotions/sales?
• What sort of in-store technology do you use?
- Is it used/does the iPad get used?
• Is there a seasonnaire in Nottingham?

50. • 25/11/13 – 11:00 to 14:00 – Alice, Amy,
Georgia, Whitely
• Gather information/research/work so far into
PowerPoint under presentation
headings/sections
• Further Research into Seasonnaires
• Refine Concept Ideas
• Gather images/visuals to support or give
examples of concept ideas

51. SEASONNAIRES

54. JW Seasonnaires
• Jack Wills presents ‘the best summer job in Britain’
• No doubt taking their inspiration from 'The best job in the world'
Great Barrier Reef stunt the British clothing brand aimed at
university students is now advertising the best summer job in the
world. They are offering a 6 week internship over the summer
holidays to two students – ‘a guy and a girl’ – who will get to work
and party in Salcombe, living exclusively in the 'Jack Wills house'
travel to America to attend a major Jack Wills event and get
£10,000 in university tuition fees. The 'seasonnaires' will spend six
weeks working as brand ambassadors at festivals, beach parties and
sporting events in the US. Using social media to reach the target
audience of university students applications open from 19th March
and can be made from then on via facebook.com/jackwillsfans.
• http://prexamples.com/2012/03/jack-wills-presents-the-bestsummer-job-in-great-britain/
• POSTED BY JAZZ CHAPPELL ON 4TH MAR 2012 IN ENTERTAINMENT,
FASHION, TRAVEL

55. PRESENTATION

56. Brand Analysis

57. Brand Positioning

58. Competitors and
Consumers
• Abercrombie& Fitch/Hollister/Ralph
Lauren/Zara/Topshop/River Island

59. Communication
Touch Points
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Facebook
Twitter
Instagram
Pinterest
Tumblr
YouTube
• Vimeo
• Word of Mouth

60. New Concept
• New Technology could help to appeal to target
market – Phone App/ Interactive Experience
• Seasonnaires – Parties/Brand Ambassadors –
more Uni representatives – Student Unions
• New Advertising campaign – attract market –
celebrity endorsement – Made In Chelsea
• Loyalty Cards – Clothing/Parties
• App – linked into loyalty points

61. Seasonnaires
• 2 representatives per university in UK/cities with
a Jack Wills store
• 1 boy/1 girl per Uni
• Throw parties and hold events sponsored by Jack
Wills
• Team up with university student unions
• Brand ambassadors
• Brand promotion
• Helps to make the brand appear more fun/lively
• Targets specific market of student

62. Sponsored Events
• Events within Student Union venues, provides promotion for both
the brand and the Uni – collaboration
• Could further promote brand through events similar ‘carnage’ –
Organised T-shirt events – people could have t-shirts with Jack Wills
on

63. Loyalty Program
• Create a loyalty scheme to use both at Uni& Jack Wills events as
well as in-store
• In-store (on clothing etc)
– £1 = 1 point
– 10 points = £1 to spend in store
• Jack Wills sponsored events
– £5 entry = 5 points
– Bonus point for checking into location on Facebook/Twitter etc via
Jack Wills Mobile App
– Bonus points for buying Jack Wills drink of choice
• Competitions to win points

64. New Technology
• Creating an App to enhance in-store experience,
become interactive and support loyalty scheme
• Ability to scan clothes in store to check how many
points it would cost you/if you have enough
• Suggests items available with you current point
total
• Updates on coming events
• Check in facility

65. Example: Starbuck loyalty scheme
• Inspiration taken from Starbucks app and loyalty scheme: