Jack Wills –
The Definitive British Lifestyle Preppy Clothing Brand.
Jack Wills is one of the fastest growing businesses in the UK at the moment. It has a unique market position and is unusual in the UK in the way it wholly embraces the lifestyle component of the brand in everything it does.
When a customer walks into a Jack Wills store, they should get a complete brand experience, from shopfit, lighting and music through to the shopfloor staff, all of whom represent the aspirational nature of the brand. Every aspect of the customer’s experience is considered, and controlled.
This same philosophy applies to our website which is integral to the marketing of the brand, as well as a vital sales channel. Its importance to the business reflects the age group of our customers, and how integral the internet is to their lives, both as a sales channel and for social networking.
Continual investment and reinvestment in the stores makes each store a unique, constantly evolving and exciting brand experience.
We are committed to a heavy investment in design throughout all aspects of the business which allows us to make a better product, and therefore charge a price premium, over our competitors.
The Jack Wills brand aims to represent all that is cool and aspirational about the life of an upmarket, British university student, and strives to dominate this niche sector.
In order to capture the “post university” customer, we have developed a new concept called “Aubin & Wills” which will sell from standalone stores from September 2008. This brand represents a move on from Jack Wills, where the customer has left university and moved on to the next life stage.
We have global aspirations for the business and the brand(s), and have started a viral marketing campaign in the US which we intend to follow up with niche, brand building stores over the medium term.
