Brand Analysis

Brand History

Salcombe, Devon, 1999

“University Outfitters”

“Fabulously British”

The Best of British

Quality

“Outfitters to the Gentry”

80+ Stores Worldwide

Brand Essence Model

Iconic Products

The Jack Wills signature on products, and the stripes.

Heritage

Traditionally British

Historical Buildings

Brand Positioning

Secondary School

Post-Graduate

University Student

High Price

Low PricePerceptual Map

Consumers and Competitors

Ralph Lauren Tommy HilfigerAbercrombie & FitchHollisterZaraTopshopRiver Island

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

Communication Touch Points

Word of MouthFacebookTwitterInstagramPinterestTumblrYouTubeVimeo

New Concept

Tommy Hilfger

Ralph Lauren

Abercrombie and Fitch

Hollister

Jack Wills

Zara

Topshop

River Island

0 5 10 15 20 25 30 35 40 45

Do you shop in any of the following clothing stores, including both on-line and in-store shopping?

Secondary School

Post-Graduate

University Student

High Price

Low PricePerceptual Map

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

Chatsworth House

Stage Two - The Launch EventDay Time Events: Varsity Polo / Rowing / Hog Roast / Fair/Afternoon Tea / Clay Pigeon Shooting / Croquet

Stage Two - The Launch EventEvening Events: Catwalk Show for New Collection /Bands Playing / Fireworks / Ferris Wheel / Visual Effects

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

Jack

Wil

lsR

alph Lauren

Thank You, Any Questions