Jack Wills PROUD MAKERS OF THE FINEST GOODS & ACCESSORIES
The Brand Pocketbook: Part One.
II, III IV, V VI VIII IX XII, XIII XIV, XV XVIII XIV XX, XXI
The History of Jack Wills Moodboard Brand Essence Model Inspirations Handwriting Interview With A Seasonnaire Competitors Collaborations Handbook Social Media
THE HISTORY OF JACK WILLS
First handbook launched- ‘Spring Term 2008’.
Jack Wills is founded by Peter Williams and Robert Shaw. It is named after Williams’ grandfather Jack Williams. The first shop is opened in Salcombe, Devon at 22 Fore Street.
Sister brand Aubin & Wills is launched selling clothing aimed at customers aged 25 and upwards.
Seasonnaires make their first apperance at the French ski resort of Val D’ Isère.
Private investments. 70% of Jack Wills is still owened by founders.
First Jack Wills Varsity Polo Match.
22 FORE ST. SALCOMBE
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Jack Wills launches Jack Wills Outlet, a website where authentic goods are sold at up to 75% off. Acess is strictly invitation only.
BANNED JACK WILLS AD SEASONNAIRES ‘09
Sponsors pro-skateboarder Adam Comber.
ASA banned distribution of Spring/ Summer 2011 handbook due to inappropriate images.
First American shop opens in Nantucket, Massachusetts. Peter Williams tells WWD that Jack Wills will remain “British, British, British”
#jwyoungbritons campaign is lauched featuring racing car driver Seb Morris, Britains Got Talent finalists The Loveable Rogues and actress/model Clara Paget among others.
Rose Marie Bravo, former cheif executive at Burberry joins the board of Jack Wills as a non-executive director.
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BRAND ESSENCE MODEL
Preppy clothing, classic luxury, laid back loungewear, the Jack Wills name, studious image.
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s, diou , u t s , ess py Prep lar, timel ic, t u o pop ic, patri s s y. cla dand
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3 Fonts- serif, handwritting, block capitals, Mr. Wills, pink and navy stripes, tweed jackets, named waistband, hoodies, England.
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35 King St. Manchester
BRAND INSPIRATION “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.”
[Our Values, Jack Wills, 2013]
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Signature, Logo, Place, Crest.
PINK AND NAVY STRIPE Colours
TWEED JACKETS Pattern
3 DIFFERENT FONTS Garamond serif font, handwritten style font, block capitals font.
ALSO Iconic product- named waistband underwear. Place- Universities. Pattern- ‘Jack Wills’ text, naimed waistband.
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22 FORE ST. SALCOMBE, DEVON Place
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Dubai Mall, UAE
INTERVIEW WITH A SEASONNAIRE NAME: AGE: SCHOOL: STUDIED: LIVES: OCCUPATION:
William Humphries. 21. Dean Close School, Cheltenham. Psychology at Exeter University. London, U.K. Marketing Communications Manager at blur Graphic Design.
HOBBIES: Travelling (travelled in Hong Kong and Bali in 2010), surfing, hanging with friends and music festivals. Rugby. SPORT: SHOPS: Rampant Sporting, Jack Wills, Ralph Lauren and Leviâ€™s. MUSIC: The xx, Bastille, Mumford and Sons and Katy Perry. One Tree Hill, Skins, Friends and TV: Family Guy. Tea with milk and two sugars or DRINK: pear cider. Sunday roast at home. FOOD:
ETON Vs. HARROW POLO
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What do you think are the brand values of Jack Wills? “Being a British teenager, having a laugh and enjoying being young.”
IN THE U.S.A.
What do you think sets Jack Wills apart from its competitors? “Again, the fact that it’s so British and young. It makes the sort of clothing English teenagers want to wear and really sticks to what makes it Jack Wills. It’s not pretending to be anything else, they know what their shoppers want and will look good in. And it’s not just a clothing brand- it’s a lifestyle.”
What three words describe Jack Wills to you? “Preppy, Witty and Sporty”
What did the internship entail? “Ilona (the female winner) and I spent six weeks during the summer travelling the UK and America being brand ambassadors for Jack Wills. We went to festivals, beach parties, Jack Wills shops and sporting events like the Eton vs. Harrow polo match with other Seasonnaires and received£10,000 pounds in uni tuition fees. It was an intership like no other.”
What was your best moment as a Jack Wills Seasonnaire? “Travelling in America was amazing but the best day was the second day down in Salcombe on the beach, the weather was amazing and we took a boat out across the water. It really summed up the whole six weeks.”
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JACK WILLS COMPETITORS
‘GREAT BRITAIN’ BRANDS Crew Clothing started in Salcombe six years before Jack Wills with their signature ‘93 patch rugby shirt, they now have sixty stores in the UK. Crew Clothing sells to a more mature consumer. Its ambassadors include Ben Fogle and GB Rower, Louisa Reeve. Rupert and Buckley, started by Kent University student, James Buckley in 2011 sells ‘university inspired clothing’ at affordable prices. Aubin & Wills is a sister brand of Jack Wills which ceased trading at the start of 2013. Stocking pieces for an older consumer with a grown up take on preppy
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clothing. Former Blur bass guitarist, Alex James was the face of the brand. Rampant Sporting is another ‘created on campus’ brand from Exeter University. It started by selling colourful unisex rugby socks and then clothing, loungewear and accessories.
‘REST OF THE WORLD’ BRANDS The Abercrombie and Fitch brand owns it’s own label and three offshoot brands. These are Jack Wills’ main competitors due to their similar styles. Abercrombie and Fitch sells ‘Casual Luxury’ clothing, accessories and homewear for men, women (18-22)
‘GREAT BRITAIN’ BRANDS JACK WILLS 22 Fore Street, Salcombe, U.K. CREW CLOTHING Devon, U.K. RUPERT & BUCKLEY Somerset, U.K. AUBIN & WILLS London, U.K. RAMPANT SPORTING Exeter, U.K.
‘REST OF THE WORLD’ BRANDS ABERCROMBIE & FITCH New York, U.S.A. HOLLISTER CO. California, U.S.A. RUEHL NO. 925 Greenwich Street, New York, U.S.A. POLO RALPH LAUREN New York, U.S.A. AMERICAN EAGLE OUTFITTERS Michigan, U.S.A. AERIE South Carolina, U.S.A. MARTIN + OSA Virginia, U.S.A. GILLY HICKS Sydney, Australia.
and children. Although the brand was founded in 1978, selling hunting goods, the Abercrombie and Fitch as we know it is said to have been established in 1997. Hollister Co. is the west coast equivalent to its parent brand. Established in 2000, it’s known for it’s ‘SoCal’ (Southern California) style. It caters for a younger market (14-18) with their lower price points than Abercrombie & Fitch. Gilly Hicks is stated to be “the cheeky cousin of Abercrombie & Fitch”. Selling underwear and loungewear for women aged eighteen and up. Ruehl No. 925 was introduced as “Post-Grad by Abercrombie & Fitch” and catered for an older generation (22-35) similar to Aubin & Wills brand. Ruehl No. 925 ceased trading in 2010, again, similar to Aubin & Wills. Ralph Lauren established Polo Ralph Lauren in
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1967. Starting by selling men’s ties and later suits in Bloomingdale’s in New York. It is now most well known for casual wear, especially polo shirts and knitwear. American Eagle Outfitters was founded in 1977. They share a demographic with their main competitors: Abercrombie & Fitch and their offshoot brandHollister Co combined (15-25). They have 911 stores across the world. They have two sub divisions within the company. aerie, similar to Gilly Hicks, sells lingerie, dormwear and sleepwear appealing to girls aged 15-21. They stock within American Eagle stores as well as having 158 stand alone stores. Martin + Osa compares to Aubin & Wills and Ruehl No.925 supplying casual luxury clothing for consumers aged 28-40. After a loss of $44 million, they closed all 28 stores in 2010.
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“If Ralph Lauren had a hip younger brother who picked up a British accent while at Eton, his name would be Jack Wills.” [Zeke Sexauer, 34th Street Online, 2012]
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WITH FOX BROTHERS & CO LTD. “Fox Brothers have produced woollen and worsted fabric in Wellington, Somerset for nearly two hundred and fifty years. Officially credited as the original creators of f lannel, to this day we combine traditional manufacturing processes with state of the art design technology, to create the finest wool and cashmere cloth available in the world.” [Fox Brothers Wesbite, 2013].
Jack Wills started an internship at the Fox’s mill in Wellington in 2011 to pass “centuries of expertise on to the next generation” [Jack Wills, 2012]. From this they created a series of blazers and home accessories combining the heritage fabrics and style of Fox Brothers and making products for the Jack Will’s demographic. The blazers retailed from £150 to £250. - XVIII -
THE BELGRAVE CHECK BLAZER
“At boarding school, our dormitory walls were covered in family photos, postcards from friends and ripped out pages from the Jack Wills handbooks.” [Eleanor Craig, 2013]
Jack Wills first published their handbooks in Spring 2008 and now produce four every year. As well as a seasonal catalogue they include editorial shots, infotmation on upcoming events and discount codes. The handbooks have fast become a collector’s item and lifestyle guide for the Jack Wills consumer. - XIX -
JACK WILLS SOCIAL MEDIA In 2002, 90% of British 16-24 year olds were using social media. [ONS, 2013].
Facebook is Jack Willsâ€™ most popular social media site. At the beginning of 2013, nearly a quarter (24.5%) of UK Facebook users were aged 18-24 [Fanalyzer UK]. This is the age group of Jack Willsâ€™ target customer and therefore it makes sense that Facebook would be their most popular method of communication with their demographic.
As with most businesses, there are less Twitter followers due to the popularity of Twitter being less that of Facebook (215 million active users compared to 1.19 billion active users respectively [Expanded Ramblings]). The Jack Wills account is used more to stay in touch with their followers.
A growing platform for fashion businesses due to the necessary visual aspect. It shows photos from different shops as well as new products and pages from the recent Handbooks. Again, a smaller following due to the smaller amount of users- 150 million worldwide [Expanded Ramblings].
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With a rapidly growing fan base and a current 70 million users worldwide [Expanded Ramblings], Pintrest is fast becoming one of the major platforms of social media. Used to host competitions such as the ‘#GetLost...Together’ photo contest.
With the smallest amount of followers within the five main platforms shown here, the Jack Wills YouTube account is used to publish their ‘handbook’ videos to link onto other social media sites. Still, views are small in relation to the amount of view on Youtube hitting around 4 billion daily [Expanded Ramblings].
As well as their main sites for countries, Jack Wills also have many accounts for the different locations, some more well used than others such as the Salcombe store’s Twitter with over 1,300 followers compares to the Marylebone store’s 300 followers. HOLLISTER CO. HOLLISTER CO. 11,159,074 Likes
AMERICAN EAGLE OUTFITTERS POLO RALPH LAUREN ABERCROMBIE & FITCH ABERCROMBIE & FITCH POLO RALPH LAUREN AMERICAN EAGLE OUTFITTERS AERIE GILLY HICKS
JACK WILLS JACK WILLS
JACK WILLS SOCIAL MEDIA STATS
GILLY HICKS AEIRE
RUPERT & BUCKLEY RUPERT & BUCKLEY
CREW CLOTHING CREW CLOTHING
AUBIN & WILLS AUBIN & WILLS
RAMPANT SPORTING RAMPANT SPORTING
33,706 Followers 4,557 Followers
RUEHL NO. 925 3,574 Likes
JACK WILLS vs. COMPETITORS FACEBOOK & TWITTER STATS STATISTICS FROM 24TH DECEMBER 2013
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JACK WILLS BRAND-ZINE: PART ONE
Imogen Head BA (Hons) Fashion Communication and Promotion at Nottingham Trent University
1,047 WORDS WITHOUT QUOTES
Imogen Head | FCP at Nottingham Trent University
MADE IN GREAT BRITAIN