Jack Wills Clothing – British Preppy Fashion
Jack Wills clothing is an upmarket clothing brand popular amongst British students. The Jack Wills “preppy” look has struck a chord with more affluent university students who can afford to pay the rather high prices of this clothing range. This further helps to bolster the image of the brand as an elite clothes brand. If further evidence was needed of the credentials of Jack Wills then a glance at their clientele should put you in no doubt that this brand is favoured amongst the coolest and richest in the country. Prince William and Prince Harry have been seen wearing Jack Wills as has Kate Middleton. Britney Spears even made a special trip from Manchester to London to visit one of their stores after a recent tour of the UK.
The company has only been going for a few years and was named after the grandfather of the founder. The first store was opened in Salcombe and there are now a number of stores throughout the UK. Self branded as “University Outfitters” the company tend to open stores only in the more affluent areas of the country and/or within reach of more established universities such as Oxford, Cambridge, Nottingham etc
More recently, they have made their first move into the massive American market. By using more unconventional methods of advertising and marketing such as viral campaigns and word of mouth the company is beginning to build a customer base Stateside as well.
One such marketing technique is to employ young and “not too ugly” men and women to create a base in the heart of high society on the Eastern seaboard. These employees, known as “seasonnaires” rent a house in the Hamptons or Martha’s Vineyard and 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 clothing range.
Over in the UK, a similar strategy is used by sponsoring events such as polo matches at Windsor or student balls.
The style is very casual with some staples of the collection being hoodies, t-shirts and tops. However, the brand, which can be seen on every item the company produces, is instantly recognised as cool and elite.
Source by Marek Kamella