jack wills research for brand project
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Research and work in progress for Jack Wills ProjectTRANSCRIPT
ABOUT JACK WILLS
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
Jack Wills’ ValuesOur 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
‘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
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
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-research-project/
• Jack Wills Seasonnaires - http://www.pinterest.com/theurbanwolf/jack-wills-seasonnaires/
• Jack Wills Seasonnaires USA - http://www.pinterest.com/jackwillsusa/the-seasonnaires/
• Jack Wills (Consumer Pinterest Board) - http://www.pinterest.com/jademay97/jack-wills/
GROUP WORK
11/11/13 -Alice, Amy, Courtney, Georgia, Whitely – 11:30 to 14:00
• Brand Model• Determining Competitors• Plans for London – Where to visit
BRAND ESSENCE
Competitors
• Ralph Lauren• Abercrombie and Fitch • Hollister• Tommy Hilfiger • Similar Target Market: – Topshop– Zara– River Island
12/11/13 – London – All Day – Alice, Amy, Courtney, Georgia, Whitely
• Visited Jack Wills within Selfridges• Visited Abercrombie and Fitch (Competitor)• Visited Ralph Lauren (Competitor)• Visited Burberry Store (Concept Ideas/New
Technology)• Collected Images
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Jack Wills @ Selfridges
Ralph Lauren @ Selfridges
Ralph Lauren @ Selfridges
Ralph Lauren @ Selfridges
Burberry
Burberry
Burberry
Abercrombie and Fitch
Abercrombie and Fitch
Abercrombie and Fitch
Hollister
14/11/13 – Alice, Whitely – 12:00 to 15:00
• Research• History of the Brand• Consumers• Market
“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
Student Room – Target Market/Consumers Opinion?
• 10 Reasons Why Jack Wills Is Terrible– 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
“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’
• 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
• 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
NEW CONCEPT
Where is the brand struggling?• 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-eyes-floatation
• 16 July, 2013 in News by Jack Torrance
• FT.Com - Jack Wills pushed to £10m loss as owners eye exit–
http://www.ft.com/cms/s/0/4e5e045e-eb17-11e2-9fcc-00144feabdc0.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-a7c7-00144
feabdc0.html#axzz2lbSw9ZgG– May 13, 2011 5:27 pm
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
QUESTIONNAIRE• 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?
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?•
• 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
SEASONNAIRES
http://vimeo.com/36359756
http://vimeo.com/73655330
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-best-summer-job-in-great-britain/
• POSTED BY JAZZ CHAPPELL ON 4TH MAR 2012 IN ENTERTAINMENT, FASHION, TRAVEL
PRESENTATION
Brand Analysis
Brand Positioning
Competitors and Consumers
• Abercrombie& Fitch/Hollister/Ralph Lauren/Zara/Topshop/River Island
Communication Touch Points
• Facebook• Twitter• Instagram• Pinterest• Tumblr• YouTube
• Vimeo• Word of Mouth
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
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
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
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
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
Example: Starbuck loyalty scheme
• Inspiration taken from Starbucks app and loyalty scheme: