Jack Wills
From Wikipedia, the free encyclopedia
| Jack Wills | |
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| Type | Private, owned by Jack Wills Ltd. |
| Founded | Salcombe, England |
| Headquarters | Salcombe, England |
| Industry | Retail |
| Products | Clothing and accessories |
Jack Wills is a British clothing and accessories retailer particularly aimed at young upper and middle class British students [1]. It is widely regarded as the UK version of Abercrombie and Fitch and is popular amongst the younger members of the Royal Family and young A list celebrities. The brand started in Salcombe, Devon and claims to be the epitome of British preppy cool inspired by vintage sportswear, beachwear and classic private school style.[2]. The first stores was opened in Salcombe in 1999[3]. In June 2007 private equity firm Inflexion took a stake in Jack Wills with plans to expand the brand to the United States and Japan [4] [5]
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[edit] Stores
Jack Wills calls its stores "University Outfitters", although there is no link with any Universities. There are stores throughout the UK mainly situated in university cities and upmarket seaside locations. The brand only sells through their stores and on-line through their website [6]. Branches tend to be located in affluent areas. This is very effective at keeping it popular
Stores are currently located in:
Jack Wills did have a shop in Whitstable in Kent, but has closed it down in the early part of 2008.Future stores that are planned include St Albans, Chester, Reigate and the first international store in Dublin.[7] There are two outlet stores one at Gunwarf Keys in Portsmouth and the other at Bicester Village near Oxford.
[edit] Aubin & Wills
Aubin & Wills will be a new brand launched by Jack Wills in September 2008. [8]. It will be aimed at young university graduates aged in their mid to late twenties.[9] The brand will start with three stores located in Brighton, Edinburgh and Wimbledon with a store in Exeter to follow shortly afterwards. [10]. A staging website was created in May 2008 and shows that the brand will offer womenswear, menswear as well as homewares. [11]. A link to the Aubin & Wills website now features on the Jack Wills website and contains the opportunity to join the A&W mailing list.
[edit] Seasons
Jack Wills has four seasons which are based on the traditional University term calendar. From September-December is the winter term, January-March is the Spring term, April-June is the summer term and June-September is the Summer Holiday. Sales occur in late December and in August, although throughout the year they do have clearance goods online and in their factory stores. Jack Wills changes its clothing styles according to the term or holiday that the store is currently in although the spring term and summer holiday clothes are very similar. All the clothes on sale are found in a "handbook" which is branded with the appropriate term or holiday. So for example in June the handbook is called the Summer Holiday Handbook. The handbook is sent out by mail to all customers on the mailing list and often features pictures from a recent holiday the Jack Wills models have taken. the Summer Holiday Handbook contains pictures from the models holiday to Clifftop House.
[edit] Marketing
To market their brand to students Jack Wills organise Jack Wills Parties across the UK near to their branches and target audience of the white middle to upper class. Other marketing includes associations with the Stella Artois Queens Tennis Tournament in London (clothing players/stewards and providing the After-Party) and a presence in Val d'Isère and Meribel in the French Alps through Seasonnaires, as well as the annual Jack Wills Varsity Polo at Guards Polo Club in Windsor with Oxford vs Cambridge and Harrow vs Eton. Jack Wills has also launched a Facebook style social networking site called Jack's Place.[1]
[edit] Culture
Jack Wills was renowned for commonly being worn by those who attended a British Public School, a fact illustrated by the brand's old marketing slogan: "the epitome of British preppy cool inspired by vintage sportswear, beachwear and classic public school style". There are now a number of universities that are commonly associated with those who wear Jack Wills, in general because they shall have a substantial intake of students who attended an independent school. The clothing has had a reputation for being expensive, compounded by boast of the founders that they sell the most expensive clothes of their type on the market.Their clothes are what students would often call 'Preppy'. Although in the past the brand has commonly been regarded as upmarket,"Z list" celebrities such as Jordan and Australian singer Peter Andre have been known to sport the brand and therefore lowered the reputation.
