Jack Wills History

• University friends Peter Williams and Robert Shaw founded the Jack Wills fashion label and opened their first store upon leaving university in 1999, with the aim of targeting university students aged 18-22. Since its inception, the brand has expanded to include, menswear, womens wear, accessories, fragrance, toiletries, kitchen wares, stationary and soft furnishings. All product lines are “fabulously British” and inspired by British history and culture, and of course – the university lifestyle.
• The Jack Wills stores are more than just shops, holding events such as music gigs and silent Disco’s to tie in with the brands reputation as ‘University Outfitters’. As of 2011, the Jack Wills brand has over 40 standalone shops in the UK, Ireland and US plus a catalogue and an online store.

• 1999:
 The Jack Wills brand is founded by Peter Williams and Robert Shaw, named after Williams’ grandfather. The first Jack Wills store opens in Devon.

• 2005:
 The ‘Seasonnaires’, a marketing team of young attractive individuals hired to generate a buss about the brand, makes its first appearance at the French ski resort of Val D’Isère.

• 2007:
 Private equity firm, Inflection purchased a 27% minority stake in the company for an undisclosed sum.

• 2008:
 The Aubin and Wills brand is launched aimed at an older clientele.

• 2009:
 The Jack Wills launched a new website, the Jack Wills Outlet, which allows a limited number of people to purchase last season’s collections at a discounted price – normally the end-of-sale price or less. Access to the website is by invite only via submission to a waiting list.

• 2010:
 Jack Wills expands into the American fashion market with the opening of three stores in the New England locations of Martha’s Vineyard and Nantucket, and a US flagship store in Boston. Also in 2010, the flagship London Covent Garden store is opened as is a new Aubin & Wills concept store in Shoreditch, which includes a cinema and a gallery.

• 2011:
 The brand branched out into the world of skateboarding by sponsoring boarding pro, Adam Comber.

Jack Wills styling

• The brand incorporates traditional heritage influences and influences taken from heavily branded American brands Tommy Hilfiger and Ralph Lauren favoured by US college students. Traditionally tailored old Harris tweed jackets, made in England, feature in the same collection as logo hoodies and sweat pants popular with University student across the UK.

Jack Wills: Marketing Strategies

• Jack Wills thrives on word of mouth and viral marketing, and is known for its unconventional advertising campaigns and marketing strategies. One such unusual method involves ‘in-person’ viral marketing through ‘Seasonnaires’. The ‘Seasonnaires’, a group of young and attractive men and women are employed to network throughout the community to create a buzz about Jack Wills clothing. Parties and social events are held with the primary aim to promote the Jack Will Fashion label and brand name. The ‘Seasonnaires’ were even implemented in the US, a whole-year before a Jack Wills store opened to create a buzz around the label.  ‘Seasonnaires’ continue to promote the brand by cycling to work on Jack Wills bicycles. In the UK a similar marketing strategy is employed by sponsoring events such as polo matches at Windsor or student balls and holding social events within the brands many stores.
• The Jack Wills brand is no stranger to controversy. In 2009 it caused outrage among health chiefs in Gloucestershire when it used cigarettes in its window display. As reported in The Times, the brand was urged to axe the display by a group of senior doctors, who claimed the window display “lacks corporate responsibility in its implicit promotion of smoking”. Jack Wills responded to the doctors by saying “Jack Wills has always set out to target customers over 18 years of age and in particular those aged 18-22. The window display aims to depict ‘real life’ situations associated with that particular age group.”
• In 2011, Jack Wills was once again receiving criticism for a controversial advertising campaign. The brand was banned from reprinting its 2011 Spring Term Handbook deemed as too provocative. An image of a young woman wearing only a pair of Jack Wills knickers with her leg draped around a near naked man, was one of four images deemed inappropriate for young teenagers by the Advertising Standards Authority. Jack Wills responded to the complaints by saying that the images were simply portraying the ‘Hedonistic University Lifestyle’. However, the ASA upheld the complaints and said the images were likely to be seen by younger teenagers and may well appeal to them, ‘because they portrayed a lifestyle to which they might aspire’. It said the partial nudity ‘went beyond what could be described as fun or flirtatious’, and ‘was sufficiently provocative as to present a risk to younger teenagers’.

http://www.fashionreview.co.uk/jack-wills-aubin-wills-fashion/ - This is the website where we found this information, its really useful, as not only does it give us a deeper insight into the Jack Wills brand, but also tells us about criticism/obstacles they have faced from organisations such as the ASA. We also got a clearer idea of the target customer which will allow us to tailor our advert to ensure that it appeals to them.