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Jack Wills Brand Presentation
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- 3. Brand History Salcombe, Devon,1999 “University Outfitters” “Fabulously British” The Best of British Quality “Outfitters to the Gentry” 80+ Stores Worldwide
- 4. DESIGN EQUATION Traditional/British/Country/Oxford/Cambridge/JW signature/Pheasant/Stripes/Navy &Pink/Tweed BRAND PROMISE British Heritage/Quality/Being part of an „elite‟ group or society/Upper Class lifestyle BRAND VALUES British/Entrepreneurial/Innovative/Responsible/Excellence “Fabulously British” ATTRIBUTES/BENEFITS Part of a „group‟/Society ideas/Preppy/wearing the signature on clothing (JW, JACK WILLS or WILLS) creates brand ambassadors BRAND PERSONALITY High Status/Upper Class/Socialite/Posh/Preppy/Young BRAND TRUTH Hitting a younger target audience than their ideal consumer market Brand Essence Model
- 5. Iconic Products The JackWills signature on products, and the stripes.
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- 10. High Price Secondary School Perceptual Map University Student LowPrice PostGraduate
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- 12. Ralph Lauren Tommy Hilfiger Abercrombie& Fitch Hollister Zara Topshop River Island
- 13. 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
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- 17. Do you shopin any of the following clothing stores, including both online and in-store shopping? River Island Topshop Zara Jack Wills Hollister Abercrombie and Fitch Ralph Lauren Tommy Hilfger 0 5 10 15 20 25 30 35 40 45
- 18. High Price Secondary School Perceptual Map University Student LowPrice PostGraduate
- 19. 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
- 20. Stage Two -The Launch Event Day Time Events: Varsity Polo / Rowing / Hog Roast / Fair/Afternoon Tea / Clay Pigeon Shooting / Croquet Chatsworth House
- 21. Stage Two -The Launch Event Evening Events: Catwalk Show for New Collection /Bands Playing / Fireworks / Ferris Wheel / Visual Effects
- 22. 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
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- 24. Thank You, AnyQuestions
Editor's Notes
- #2 Brand Presentation on Jack Wills
- #3 Brand Analysis
- #16 Here is a list of the communication touch points that are used by Jack Wills.
- #17 To best see where there was room for change, expansion or re-marketing for Jack Wills, we decided to first look at our own opinions of the Brand. To better understand ….we made a survey