Jack Wills is a British clothing brand founded in 1999 that celebrates British heritage through high-quality apparel. The brand aims to use British factories and materials to support domestic manufacturing. It is known for its preppy aesthetic inspired by British history, culture, and sports. The brand targets university students aged 16-25 through clothing, accessories, and home items sold in boutique-style stores placed in historic buildings alongside other unique retailers.

2. THE BRAND
•Launched in 1999 in Devon, Jack Wills was founded by Peter Williams and Robert Shaw, with the aim to celebrate
quintessential British heritage through high quality clothing . The clothing designs, store aesthetic, and brand image
are all inspired by British history, sport, culture and countryside activities.
•As a brand, Jack Wills are very passionate about their products being made in Britain. Until the brand builds their
own factory, they continue to use British factories and support British manufacturing as much as they can. Moreover,
with the idea to create sustainable fashion, Jack Wills have also sponsored flocks of sheep in Wiltshire with the aim
of owning them to participate in the sustainable production of wool. This, as well as the preppy aesthetic would be
classed as Jack Will’s USP.

3. WHY I CHOSE THE BRAND AND INITIAL
THOUGHTS.
• I chose to research Jack Wills as I love the unique aesthetic and brand image, and the way this separates
them from larger high street retailers, like: River Island and Topshop, whose brand image almost seems
slightly formal and simple compared to Jack Wills. I also appreciate the quality of the clothing, although
this presents a higher price point, you now the garnets will last.
• Initially upon entering the store in Chester, I envisaged the store being full of university students,
however to my surprise the store was empty. I wondered why this was, and immediately had some
thoughts on how I could change this, be that through a fashion show in the city centre, followed by a
summer themed fair for university students to promote the brand.

4. BRAND IDENTITY
•Jack Wills has the slogan of Fashion for the gentry, and Fabulously British,
which without even entering a store, lets the consumer know the brand is
unique.
•When entering the store, a preppy, contemporary, and very traditional visual
layout is presented to the consumer. Wooden tables, chests, and coat hangers
are used to present clothing, and tall antique lamps, mirrors and sofas are used
as shop decoration, which adds the consumer shopping experience. Jack Wills
stores are placed in old buildings, for example Tudor buildings, often next to
other unique boutique stores, away from large high street stores.
•Recognisable colours for Jack Wills are dark blue and pink; joining male and
female fashion together in an inclusive stripe pattern.
• Iconic products for Jack Wills are lounge wear, including hoodies, t-shirts
and jogging bottoms, all with the brand logo or initials included. This brand
placement therefore helps to promote the brand to a wider audience when
they see people wearing the branded clothing.

5. BRAND IDENTITY CONTINUED…
• As well as the brand selling garments, there are also products that are an extension to the brand. For
example; underwear, socks, bags, scarves, body lotions, sunglasses, body sprays, shoes and water bottles.
This helps the consumer to put together a whole outfit in the store in a cohesive manner. This extension
products also help consumers, especially younger girls to buy into the brand without spending larger
amounts of money on full garments.

6. WHO ARE THE CONSUMERS?
• The consumers for Jack Wills are students aged 16-25, however I believe that predominant group are 18-
25 year old university students, both male and female. Consumers may be interested in sports, or
countryside events, and may listen to country/indie music like Jake Bugg, Mumford and sons or Ed
Sheeran. They would shop at Jack Wills as the garments and stores would fit into their lifestyle and
personal identity.
•However, there is the stereotype that hoodies only sell to fifteen year old girls so they can feel part of the
brand. I feel though that the brand has more sophisticated garments aimed at the older students market.

7. WHO ARE THE COMPETITORS AND WHERE DOES IT
SIT WITHIN THE FASHION MARKET LEVELS?
• Jack Wills sits in the high street market level of fashion, as it is a regular shop on the high street.
However, due to its higher price point and quality, the brand presents itself as a more luxury high street
brand.
• Jack Will’s main competitors are Hollister and Abercrombie and Finch, at the higher end of the high
street market, de to the similarity in styles, materials and pricing, and Zara and River Island at the lower
end of the high street market.

8. WHERE IS IT PLACED WITHIN THE CHESTER
LANDSCAPE?
Within Chester, Jack Wills sits
alongside other small boutique
type high street shops, on the
main shopping street.