Jack Wills Brand Presentation
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Transcript of Jack Wills Brand Presentation
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
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alph Lauren
Thank You, Any Questions