Jack Wills: a walking, talking, living, breathing brand – how can you use those lessons in your business?
I’ve posted a couple of times recently about the fact that your brand is about much more than your logo. Your brand is the living, breathing entity that is you, your business and your business image. Planning and controlling what customers get to see of your brand is a skill. Get it right and you’ll have people queuing up to buy from you in droves.
Like it or loathe it, the phenomenon that is Jack Wills has hit our teenage market and it’s hit it in a biiiiiig way. The Jack Wills market is sort of like the Boden’s grown up with a lot of added hormones. Essentially they’re selling clothes, what what they’ve actually done is create a tribe, in a way that I haven’t seen since the velvet headband-barbour brigade of Sloanedom. This is posh totty essential kit. Jack Wills have positioned themselves in exactly the right way to create a lifestyle that public school kids can’t get enough of. And will happily spend their (let’s face it, daddy’s) hard earned cash on that crucial £60 denim mini.
So what lessons can we learn from the Jack brigade?
Firstly they’ve defined their target market
Born in the upmarket, hedonistic summer playgrounds of Salcombe, Aldeburgh, Rock and Cowes, Jack Wills has slowly evolved through the university towns of Cambridge and Bristol.
Jack Wills has a rock solid, traditional British heritage, inspired by vintage sportswear, beachwear and classic British public school style. It is the epitome of British preppy cool.
For people who are unarguably beautiful and sexy, confident and oozing effortless style. Plus being ever so, ever so laid back!
Seriously – who’s not going to aspire to that? Jack Wills have flagged their audience – you can do the same!
Secondly, they’ve really understood their market. Those unarguably beautiful people’s lifestyles. They’ve defined the music they listen to, the events they go to and the way their minds work. Check out the Jack Wills website and you’ll find that the clothes come second to the lifestyle. With links to Varsity Polo, Seasonnaires in the Alps and Jack Wills parties here is a seriously hip (ok, so it’s not to everyone’s taste, but to their market this is perfect) company that really understands it’s public school target market. They’ve understood the facebook phenomenon and have created their own online dating site “Jacks Place”. So thirdly they’ve used their knowledge of the market to create additional services to retain brand loyalty.
The design fits with the preppy, university/ public school look and isn’t afraid not to be all things to all people. There’s no denying that Jack Wills is an acquired taste – but as I say, like it or loathe it, they brand themselves incredibly well!
The Jack Wills radio and Library as well as message board further add to the idea that here is a lifestyle you’re buying into – right down to the way you style your hair and put on your make up. And in understanding their target audience and creating elements that will specifically appeal to their market Jack WIlls have create a tribe full of raving fans.
What can you do in your business to use these lessons? At Guildford printing.com we use our understanding of what makes brands successful to help small businesses communicate better with their target audience. If your business could benefit from a free branding consultation simply visit our website to book or call 01483 401 818.
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