Jack Wills Brand book

BRAND BOOK

Amy Livesey N0682277 Word count - 1,990

Fabulously British

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CONTENTS Brand story

1

Vision, mission and values

3

Brand positioning

5

Brand personality

7

Brand logo

11

Typography

13

Strapline

15

Image guidelines

17

Colour

19

Design

21

The customer

25

Products

31

Environment

33

Sustainability

35

Communications

39

Our future

42

Bibliography

45

References

47

Illustrations

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BRAND STORY

1

WHO ARE WE Jack Wills is a British lifestyle brand, founded in 1999 designing British heritage

inspired goods. The very first Jack Wills store opened in Salcombe, Devon. “For more than 16 years we have bought British heritage inspired wares of the highest quality to the wardrobes of a spirited youth” (Jack Wills, 2017).

Our brand has a strong sense of tradition and heritage as well as being unique and unconventional, with a modern twist. We take pride in using the finest quality materials and paying attention to detail. Our brand gives a sense of what it is like to be young and ‘fabulously British.’

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BRAND VISION

BRAND MISSION

BRAND VALUES

3

Our vision is to create a British brand that designs premium clothing and accessories for people who appreciate quality and attention to detail.

Our mission is to provide our customers with the highest quality clothing and goods that they will fall in love with. We make sure to keep our British heritage at the heart of our brand.

Being British - We are proud of our British heritage that we have incorporated into our brand. We value our history and will always stay true to our British roots.

Quality - We make sure our products are produced to the highest quality possible. The standard of which Jack Wills goods are produced, is valued highly by us as a brand.

Responsible - Being a responsible business is part of our brand DNA. We value ethical trade and our relationships with our manufacturing companies.

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BRAND POSITIONING

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ack Wills is in a highly competitive market but is unique for a high street brand because of its higher price point. Many other stores are promoting their clothes to a concumer of the same age range as Jack Wills. We must consider all clothing brands to be competitors, from high street brands such as Topshop through to high end brands like Tommy Hilfiger.

This perceptual map highlights Jack Wills main competitors on scales of price and age.

Compared to other high street brands like Topshop, Jack Wills has a fairly high price point, despite both brands being targeted at students. Jack Wills is similarly priced to Hollister and Abercrombie and Fitch; its competitors. Brands such as Tommy Hilfiger and Ralph Lauren are more expensive, although being directed at a slightly older audience than Jack Wills. Tommy Hilfiger and Ralph Lauren however offer a very similar message, quality and style to Jack Wills.

HIGH PRICE

LOW PRICE

OLD

YOUNG

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BRAND PERSONALITY

7

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Preppy

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Active Social Fig 19

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Fun

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Upper class Young Fig 22

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Playful

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BRAND LOGO 11

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ack Wills is known for its iconic logo of a pheasant wearing a top hat, scarf and holding a walking stick, the logo is unique and recognizable. “The logo provides the most fundamental visible element of the brand� (Posner, 2011). The way the pheasant is dressed represents the British culture and upper class pursuits. The top hat represents our country, history and gentleman attributes. The logo is a perfect representation of British style and captures the essence of the brand by creating an image of a more upper class brand with heritage and products of a higher price point.

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PRINT LOGO 1 This first logo is the print style that Jack Wills use, where you can see all the details. It can be found on the labels, bags and packaging.

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PRINT LOGO 2 The second version of the logo that Jack Wills use is a simplified version of logo 1. It is just a silhouette of the pheasant and is what is found on the products.

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PRINT LOGO 3 This is Jack Wills cloth logo, that sometimes has to be ironed onto the clothes by hand. Also the colour of the clothing determines whether the logo is black or white.

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TYPOGRAPHY 13

Primary typeface Secondary typeface Third typeface

The primary typeface Jack Wills use is Garamond, it is the predominant typeface we use for our brands name. This typeface offers elegance, as well as being clear and readable. It sets a traditional tone and is attractive and graceful in print.

The second typeface of Jack Wills is Edwardian Script. This is a very stylish and elegant font, as well as having an emotional and passionate feel. It has a flowing appearance, as it has been designed to resemble calligraphy.

Copperplate gothic is the third font Jack Wills use. The result is clean and crisp. The font is effective as it is bold and easy to read.

The capitals offer a contrast to the rest of the logo, making it more interesting on the eye.

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STRAPLINE

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Through our straplines we are able to set our tone of voice and build our identity.

Each strapline is used to show our audience who we are and what we are about. We keep a consistent tone of voice across all Jack Wills channels. Our team at Jack Wills work closely with Pencil a British agency, to develop a ‘way of talking’ across all markets.

University Outfitters

sums up the type of products we produce and who for. It is short, simple and to the point.

Fabulously British

creates the sense of tradition, culture and history that our brand is based around. We are proud of this as it is what drives our company.

Outfitters to the Gentry tells

people we are aiming our brand at an upper class market. It also tells our customer our continuing theme of British heritage.

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IMAGE GUIDELINES Fig 27

“Every image is different but a general rule is, keep it natural” (Jack Wills, 2017).

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The images we use in our advertisements help the consumer see we are a cool,

chic and fun brand. The images are often taken in outdoor locations that are natural and give the images a sense of adventure and excitement. We make sure to capture the playfulness of our brand in the images we take, as well as creating a fresh and unique feel.

Our photos are retouched to bring out the best features of an image and remove any flaws or imperfections, whilst still keeping the models looking natural.

Whether its for our website, campaign shoots or our handbooks, it’s all about making sure the colour and texture of the product look its best. We also make sure we are reflecting the trends that are relevant at the time in the images we produce.

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COLOUR 19

Pink and navy are our brands signature colours,

usually in a striped formation. These colours can be seen throughout our merchandising, products and stores, helping people identify the brand.

PINK

NAVY

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A white Jack Wills logo is used so it stands out on the pink and navy background.

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hese colours have become a great marketing and promotional tool, people can immediately associate the pink and navy stripes with our brand. The only thing that lacks this common colour theme is our website, it would definitely benefit from having more of our unique colour scheme throughout.

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WHAT WE’RE MADE OF Jack Wills designs are inspired by British heritage and

traditions. We have strong relationships with our British manufacturers, fabric makers and weavers. Our London based design team work hard to incorporate both the old and the new in our products, producing a unique design we are proud to call our own.

ATTENTION TO DETAIL We always make sure to pay attention to detail and it’s

essential that all our products are produced to the highest quality possible. Even some of the Jack Wills logos are ironed on by hand. Lots of our products have the Jack Wills pheasant logo on them making it unique to Jack Wills.

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DESIGN Fig 33

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“We don’t just want

to meet requirements, we want to exceed them (Caz, 2017).

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”

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THE CUSTOMER

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Our customers are young, ambitious and adventurous. “Customers have

a variety of clothing needs dependent on their lifestyle and personality�

(Posner, 2011).We traditionally target affluent and chic students in the 16 to 24 age range, this is why many Jack Wills stores can be found in University towns and cities. Jack Wills customers understand the importance of British heritage and quality clothing. They are loyal to the brand because they respect our brand identity. As a brand we may benefit from a wider target audience, we are looking at redeveloping our brand image to make it more appealing to older customers, as well as students.

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Libby Age: 20

Libby is a second year student at the University of Bath. She lives in the beautiful city of Cambridge, where she enjoys shopping and meeting with friends. She loves to shop at Jack Wills because of the great quality clothing and British heritage.

Being a student she also receives 10% off at Jack Wills. She also shops at Topshop, Zara and Ralph Lauren. Libby is kind, sociable and hard working. She also has a part time job as a sales consultant at John Lewis. In her spare time she enjoys playing sport and meeting her friends for cocktails. She loves the outdoors and competing in competitions with her horse Arthur.

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Jake Age: 23 Jake has just completed his business course at the University of Reading. He plans on setting up his own company, however at the moment he is taking some time to go travelling. He is ambitious, sporty, confident and adventurous. He has a part time job in a bar to help save money for his future plans. Jake is very stylish and always makes sure he has the best clothes. He lives in Cornwall and in his spare time enjoys surfing, playing rugby and cycling.

Fig 59 He also enjoys shopping, especially in Jack Wills.

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OUR PRODUCTS

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ack Wills products can be viewed online, in store or in our ‘Handbooks’ which are released each season. We sell a range of clothing, from traditional formal wear such as tweed jackets and blazers to more modern casual clothing like hoodies and gym wear.

Homeware and stationary were later additions to our product range and have become big business only in the past few years.

Lots of our products repeat themselves in pattern and design, because we know this is what sells well. Our target market is mainly located in cities, therefore we aim to produce fashionable outfits that fit into the everyday city lifestyle. Also, as sport is a huge part of British heritage we create a new active wear range every season and make sure to keep up with trends, for example our athleisure range. It is possibly a good idea to think about doing collaborations with other designers as this would show our audience we are able to push boundaries and be innovative, as well as attracting more customers.

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There are no obvious sale signs in our stores, we believe

that because our products are such great quality people will be willing to pay full price for them. “We aspire and always have aspired to be a full-price, premium brand that only clears end-of-line stuff. If we get the product right, that’s what we’ll do” (Mcgregor, 2015).

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ENVIRONMENT Fig 67

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OUR STORES Jack Wills have over 40 stores across the UK and Ireland, 9 of these stores being in Central London. We have recently launched in America, Asia and the Middle East and now have 80 stores worldwide.

Many of our stores are found in locations that have heritage and culture, such as Cambridge. Cambridge is known for its sporting traditions as well as being home to its pretigious University. All of our stores are unique and have a sense of history that matches the Jack Wills style. “Many of the Jack Wills stores avoid being in shopping centres next to their competitors� (BOE magazine, 2013).

IN STORE EXPERIENCE We have a very unique in store experience, where everything has been carefully considered. Even the music

playing is very much part of the experience, as well as the clothes themselves and the furnishing around them.

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SUSTAINABILITY

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Ethical trade - In 2010 we joined the Ethical Trading Initiative, an organisation that promotes respect for workers’ rights worldwide.

Labour - We are committed to building sustainable, mutually beneficial partner-

ships with our suppliers. We constantly work with our suppliers to deliver improvement in the lives of the workers who make our products.

Factories - We design our clothes in the United Kingdom and source them from

all over the world. We live by our motto to provide the ‘highest quality goods’, so we only use factories that live up to our high standards and offer good hourly rates and working conditions.

Sourcing materials - We are also strongly committed to ensuring that all of

our materials are sourced responsibly and this commitment includes raw materials sourced from animals. To be even more sustainable we are looking at increasing the amount of garments we produce using fair trade cotton.

Environment - As a brand we aim to minimise our impact on the environment wherever possible. We choose environmentally friendly packaging and materials, for example in our Handbooks.

Charity - Many members of the Jack Wills team help raise money for charity

through activities such as cake sales. We also support charities such as the Relate Trust by selling their accessories in store.

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COMMUNICATIONS

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SOCIAL MEDIA We interact with our customers through sites such as instagram, twitter, snapchat and facebook.

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WEBSITE

Our Website allows us Fig 75 to reach out to new and exisitng customers and keep people up to date with new products, events and Seasonnaires.

HANDBOOKS Fig 76

BLOG Fig 77

Each season we produce a Jack Wills Handbook that shows customers new products. Customers need to sign up to the handbook either online or instore, therefore people who receive that handbooks have a clear interest in the brand

On our blog we showcase our new looks and styles.

Our blog also helps build a Jack Wills community.

SEASONNAIRES

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EVENTS We keep our customers interested through the many events we take part in, from pool parties and festivals to horse shows and varsity polo matches.

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Our Seasonnaires are our brand ambassadors. They help us create a buzz around our brand and attract more customers.

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FUTURE As Jack Wills is becoming more global, we make sure to keep our British heritage at the heart of our brand, we adapt our marketing strategies to fit the country we are selling our goods in. We aim to keep growing as a brand internationally by expanding our social media worldwide. “We’re all about viral.

I want the brand to be discovered” (Smith, 2017).

We aim to keep providing men and women across the world with high quality goods that incorporate the old and the new in a unique blend. We aim to push more boundaries in order to keep succeeding as a brand. “Success is all about the execution, perseverance and focus” (Mintel, 2017).

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Ethics clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed

Date

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BIBLIOGRAPHY 45

Books Aaker, D. (1995) Building strong brands. New York: Free Press.

Posner, H. (2011) Marketing Fashion. 1st ed. London: Laurence King.

Wolbers, M.F. (2009) Uncovering fashion: Fashion communications across the media. New York: Fairchild Books.

Articles Alexander, E. (2014). Richard Nicoll Named Jack Wills Creative Director. [Online]. Available at: http://www.vogue.co.uk/article/richard-nicoll-named-jack-wills-creative-director Boe magazine. (2013). LESSONS OF BRAND SUCCESS: JACK WILLS. [Online]. Available at: http:// www.boemagazine.com/2013/02/lessons-of-brand-success-from-jack-wills/ Carter, C. (2014). Battle of the bird logos: Jack Wills takes House of Fraser to court. [Online]. Available at: http://fashion.telegraph.co.uk/news-features/TMG10587616/Jack-Wills-takes-House-ofFraser-to-court-over-battle-of-the-bird-logos.html Coss, P.R. (2003) The origins of the English gentry. Cambridge: Cambridge University Press. [Online].

Available at http://assets.cambridge.org/97805218/26730/sample/9780521826730ws.pdf Greene, L. (2011) Pretty, posh and profitable, The Financial Times. [Online]. Available at https://www. ft.com/content/fcca7ebc-7ce4-11e0-a7c7-00144feabdc0 Jack wills . (2017). ETHICAL TRADING AND CORPORATE RESPONSIBILITY. [Online]. Available at: http://www.jackwills.com/ethical+trade.html Mcgregor, K (2015) Interview: Jack Wills founder and chief executive Peter Williams, Drapers online. [Online]. Available at https://www.drapersonline.com/retail/interview-jack-wills-founder-and-chief-executive-peter-williams/7001657.article Phelan, H. (2011). Jack Wills: The Best You’ve Never Had. [Online]. Available at: http://www.elle.com/ fashion/news/a6508/jack-wills-the-best-youve-never-had-21665/ Tweedy, J. (2016). Clothing firm Jack Wills pays pretty British students to party in America’s glitziest resorts - all in the name of ‘brand awareness’ . [Online]. Available at: http://www.dailymail.co.uk/femail/article-3796272/Is-best-job-Clothing-firm-Jack-Wills-pays-pretty-British-students-party-America-s-glitziest-resorts-brand-awareness.html Walsh, K. (2012) ‘The spirit of Jack Wills?’, The Sunday Times. [Online]. Available at https://www. thetimes.co.uk/article/the-spirit-of-jack-wills-try-out-the-party-pants-f9js0z9jl8k

Additional sources Mintel. (2017). Jack Wills campaign celebrates employees turned entrepreneurs. [Online]. Available at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=821269?highlight#hit1

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REFERENCES 47

Boe magazine. (2013). LESSONS OF BRAND SUCCESS: JACK WILLS. [Online]. Available at: http://www.boemagazine.com/2013/02/lessons-of-brand-success-from-jack-wills/ Caz. (2017). Taylor’d Bundles. [Online]. Available at: https://www.taylordbundles. co.uk/blog Jack wills. (2017). RETOUCHING IMAGERY FOR JACK. [Online]. Available at: http://www.jackwillsteam.com/people/retouching-imagery-jack Jack wills . (2017). The Jack Wills History. [Online]. Available at: http://www. jackwills.com/about-us/history/ Jack wills . (2017). THE FABRIC OF JACK. [Online]. Available at: http://www. jackwills.com/fabric-of-jack/the-fabric-of-jack/ Mcgregor, K (2015) Interview: Jack Wills founder and chief executive Peter Williams, Drapers online. [Online]. Available at: https://www.drapersonline.com/ retail/interview-jack-wills-founder-and-chief-executive-peter-williams/7001657. article Mintel. (2017). Jack Wills campaign celebrates employees turned entrepreneurs.

[Online]. Available at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=821269?highlight#hit1 Posner, H. (2011) Marketing Fashion. 1st ed. London: Laurence King, pp. 105.

Posner, H. (2011) Marketing Fashion. 1st ed. London: Laurence King, pp. 129.

Smith, D. (2017). The elite ethic of fiduciarity: The heraldry of the Jack Wills brand. [Online]. Available at: http://www.ephemerajournal.org/contribution/ elite-ethic-fiduciarity-heraldry-jack-wills-brand

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ILLUSTRATIONS

Fig 1 - Woman and man smiling [Online]. Available at: http://www.jackwills.com (Accessed: 23 April 2017).

Fig 2 - Girl in swimwear [Online]. Available at: http://www.jackwills.com/ (Accessed: 23 April 2017).

Fig 3 - Group of boys and girls [Online]. Available at: https://a2gillinghamcqegs.files.wordpress.com/2011/10/5519020463_b35e4024f31.jpg (Accessed: 22 April 2017).

Fig 4 - Man standing [Online]. Available at: http://www.jackwills.com/ (Accessed: 23 April 2017).

Fig 5 - Man with British flag [Online]. Available at: https://image.slidesharecdn.com/jackwills-131127075705-phpapp01/95/jack-wills-research-for-brand-project-8-638.jpg?cb=1385539064 (Accessed: 23 April 2017).

Fig 6 - Grils drinking and laughing [Online]. Available at: https://vg-images.condecdn.net/image/gwjOQ8OkeaX/crop/405 (Accessed: 23 April 2017).

Fig 7 - Group of boys and girls in underwear [Online]. Available at: http://ichef.bbci.co.uk/news/976/cpsprodpb/0C85/production/_89850230_jackwills2pa.jpg (Accessed: 23 April 2017).

Fig 8 - Group of girls and boys [Online]. Available at: https://fashionunited.uk/images/20158/jack-wills-1.jpg (Accessed: 10 April 2017).

Fig 9 - Woman and man smiling [Online]. Available at: http://www.jackwills.com/ (Accessed: 22 April 2017).

Fig 10 - Woman in Jack Wills t-shirt [Online]. Available at: http://i.huffpost.com/gen/650489/thumbs/m-JACKWILLSAD-620x930c.jpg?6 (Accessed: 23 April 2017).

Fig 11 - Woman resting head on man [Online]. Available at: http://www.jackwills.com/ (Accessed: 22 April 2017).

Fig 12 - Girl in Jack Wills shorts [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 10April 2017).

Fig 13 - Varisty polo [Online]. Available at: https://c3.staticflickr.com/3/2686/4367964484_3252b27449_z.jpg?zz=1 (Accessed: 23 April 2017).

Fig 14 - Jack Wills hangers [Online]. Available at: https://image.slidesharecdn.com/jackwills-131127075705-phpapp01/95/jack-wills-researchfor-brand-project-23-638.jpg?cb=1385539064 (Accessed: 23 April 2017).

Fig 15 - Girl and boy wrapped in British flag [Online]. Available at: http://static1.fashionbeans.com/wp-content/uploads/2015/04/jack-willscamp-ss15-done-12.jpg (Accessed: 22 April 2017).

Fig 16 - Game of polo [Online]. Available at: https://s-media-cache-ak0.pinimg.com/originals/d1/ea/b5/d1eab5b2c09787aca7d96be39e4e9018.jpg (Accessed: 23 April 2017).

Fig 17 - Boy and girl looking at eachother [Online]. Available at: http://eleanorhardwick.format.com/jack-wills#2 (Accessed: 23 April 2017).

Fig 18 - Girl drinking [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 19 - Boy jumping into lake [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 11 April 2017).

Fig 20 - Group on the beach [Online]. Available at: http://eleanorhardwick.format.com/jack-wills#2 (Accessed: 22 April 2017).

Fig 21 - Girls drinking [Online]. Available at: https://vg-images.condecdn.net/image/gwjOQ8OkeaX/crop/405 (Accessed: 22 April 2017).

Fig 22 - Boys and girls cycling [Online]. Available at: http://eleanorhardwick.format.com/jack-wills#2 (Accessed: 23 April 2017).

Fig 23 - Group of boys and girls [Online]. Available at: https://a2gillinghamcqegs.files.wordpress.com/2011/10/5519020463_b35e4024f31.jpg (Accessed: 22 April 2017).

Fig 24 - Detailed pheasant logo [Online]. Available at: https://s-media-cache-ak0.pinimg.com/236x/21/98/aa/2198aa5e161d5de1230c50f8d4e06f81.jpg (Accessed: 22 April 2017).

Fig 25 - Silhouette pheasant logo [Online]. Available at: http://see-redd.com/images/Jack_Wills’_Pheasant_logo.png (Accessed: 23 April 2017).

Fig 26 - Cloth pheasant logo [Offline]. (Photo taken 11 April 2017).

Fig 27 - Girl in Jack Wills cap [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 28 - Girl in dress [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 29 - Girl sitting in back of truck [Online ]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 30 - Boys and girls in the sea [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 31 - Boy doing handstand [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 32 - Pink and navy stripes [Online]. Available at: http://en-production-assets.s3.amazonaws.com/2015/01/14/17/16/17/423/jack_wills.jpg (Accessed: 22 April 2017).

Fig 33 - Fabric and scissors [Online]. Available at: http://www.jackwills.com/fabric-of-jack/the-fabric-of-jack/ (Accessed: 23 April 2017).

Fig 34 - Jumper and tape measure [Online]. Available at: http://demandware.edgesuite.net/aati_prd/on/demandware.static/-/Sites/default/ dw458d3f71/Campaign/Autumn2016/fabricOfJack/landing/desktop/story7_desktop.jpg (Accessed: 12 April 2017).

Fig 35 - Jack Wills hangers [Online]. Available at: https://b.site-cdn.net/568b24548e/990-706-d8u30p.jpg (Accessed: 22 April 2017).

Fig 36 - Jack Wills label [Online]. Available at: http://www.jackwillsteam.com/design/jack-checks-in (Accessed: 23 April 2017).

Fig 37 - Label being sewn [Online]. Available at: http://www.jackwills.com/fabric-of-jack/the-fabric-of-jack/ (Accessed: 22 April 2017).

Fig 38 - Sketch of girl in dress [Online]. Available at: http://www.jackwills.com/fabric-of-jack/the-fabric-of-jack/ (Accessed: 10 April 2017).

Fig 39 - Girl in Jack Wills t-shirt [Online]. Available at: http://i.huffpost.com/gen/650489/thumbs/m-JACKWILLSAD-620x930c.jpg?6 (Ac-

cessed: 23 April 2017).

Fig 40 - Girl in blue Jack Wills hoodie [Online]. Available at: http://demandware.edgesuite.net/aati_prd/on/demandware.static/-/Sites/default/ dwd0bfa25b/2017/Features/Summer_Campaign/HOMEPAGE/content_1_ladies.jpg (Accessed: 22 April 2017).

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Fig 41 - Group of smartly dressed girls [Online]. Available at: https://www.wgsn.com/blogs/wp-content/uploads/2015/10/jack-wills-autumn-winter-2015-1024x683.jpg (Accessed: 23 April 2017).

Fig 42 - Girl sitting in truck [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

FIg 43 - Man standing [Online]. Available at: http://www.jackwills.com/ (Accessed: 22 April 2017).

Fig 44 - Camabridge [Online]. Available at: https://christiansentravel.files.wordpress.com/2015/06/cambridge-shops.jpg (Accessed: 22 April 2017).

Fig 45 - Group of girls standing [Online]. Available at: http://newyorkmodelsblog.com/wp-content/uploads/2015/09/FLORENCE-KOSKYJACK-WILLS-FW15-CAMPAIGN-1.jpg (Accessed: 22 April 2017).

Fig 46 - Outside picnic [Online]. Available at: https://gunwharf-quays.com/sites/default/files/styles/whats_on_gallery_large/public/images/ shops/gallery/garden_bw_sh-08_039_v4_srgb.jpg?itok=2QEdLoxX (Accessed: 22 April 2017).

Fig 47 - Girl in the countryside [Online]. Available at: https://s-media-cache-ak0.pinimg.com/736x/c3/4e/c9/c34ec96a0825b8df2b29f986e0fff80c.jpg (Accessed: 23 April 2017).

Fig 48 - Girl with horse [Online]. Available at: http://thehorseaholic.com/wp-content/uploads/2015/08/bigstock-Child-riding-a-horse-inmeadow-44787883-2.jpg (Accessed: 23 April 2017).

Fig 49 - University of bath [Online]. Available at: http://www.telegraph.co.uk/content/dam/education (Accessed: 22 April 2017).

Fig 50 - Cocktails [Online]. Available at: http://il9.picdn.net/shutterstock/videos/5942474/thumb/1.jpg?i10c=img.resize(height:160) (Accessed: 23 April 2017).

Fig 51 - Girl sitting on a wall [Online]. Available at: https://s-media-cache-ak0.pinimg.com/564x/07/39/34/07393424890ecf6a49994054e1d14aea.jpg (Accessed: 23 April 2017).

Fig 52 - Jack Wills shopping bags [Online]. Available at: http://media.thedailytouch.com/2014/03/T2eC16Nw0E9szNmjBRc9HsjOQ60_35. jpg (Accessed: 23 April 2017).

Fig 53 - People running on beach [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 22 April 2017).

Fig 54 - Cornwall landscape [Online]. Available at: http://www.westcountryviews.co.uk/coastal/stagneshead/stagneshead22.jpg (Accessed: 22 April 2017).

Fig 55 - Boy playing rugby [Online]. Available at: https://static.pexels.com/photos/159666/rugby-runner-player-running-159666.jpeg (Accessed: 22 April 2017).

Fig 56 - University of Reading [Online]. Available at: http://www.studyacrossthepond.com/sites/default/files/styles/coverflow/public/gallery/university_of_reading_whiteknights_campus.jpg (Accessed: 23 April 2017).

Fig 57 - Man in suit [Online]. Available at: https://s-media-cache-ak0.pinimg.com (Accessed: 23 April 2017).

Fig 58 - People cycling [Online]. Available at: https://www.visitisleofman.com/imageresizer (Accessed: 23 April 2017).

Fig 59 - Boy with surfboard [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

Fig 60 - Table of beers [Online]. Available at: https://deeliciouslydotcom.files.wordpress.com/2013/04/the-dorest-drinks.jpg (Accessed: 23 April 2017).

Fig 61 - Group of Jack Wills models [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/ autumn-winter-1/ (Accessed: 23 April 2017).

Fig 62 - Jack Wills products [Offline] (Photo taken 11 April 2017).

Fig 63 - Jack Wills products [Offline] (Photo taken 11 April 2017).

Fig 64 - Jack Wills products [Offline] (Photo taken 11 April 2017).

Fig 65 - Jack Wills products [Offline] (Photo taken 11 April 2017).

Fig 66 - Jack Wills store Cambridge [Offline] (Photo taken 11 April 2017).

Fig 67 - Jack Wills clothes [Offline] (Photo taken 6 April 2017).

Fig 68 - Jack Wills store [Online]. Available at: https://s-media-cache-ak0.pinimg.com/736x/6a/43/93/6a43931e0a103c9a973af062fce9a726. jpg (Accessed: 23 April 2017).

Fig 69 - Jack Wills store Southampton [Offline] (Photo taken 6 April 2017) Fig 70 - Jack Wills window display [Offline] (Photo taken 11 April 2017).

Fig 71 - Jack Wills store [Online]. Available at: https://ameliaflorencesimmons.files.wordpress.com/2013/10/996614_920898367140_3210 30182_n.jpg (Accessed: 23 April 2017).

Fig 72 - Girl with British flag [Online]. Available at: http://eleanorhardwick.format.com/jack-wills#2 (Accessed: 22 April 2017).

Fig 73 - Boy with British flag [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 22 April 2017).

Fig 74 - Jack Wills models [Online]. Available at: http://handbook.jackwills.com/ (Accessed: 23 April 2017).

Fig 75 - Jack Wills website [Online]. Available at: http://siteassets.pagecloud.com/celestemackay/images/1_jackwills-ID-b395ffa2-626e42e2-ac9f-93f7e3b3a02d.jpg?nocache=ea5aa48a-0439-40bd-d7ec-c0361529af1b (Accessed: 23 April 2017).

Fig 76 - Handbooks [Online]. Available at: https://s-media-cache-ak0.pinimg.com/236x/60/e2/79/60e27971ef66f55c3dd991f16e437b20.jpg (Accessed: 23 April 2017).

Fig 77 - Blog [Online]. Available at: http://handbook.jackwills.com/ (Accessed: 22 April 2017).

Fig 78 - Seasonnaires [Online]. Available at: http://1.bp.blogspot.com/_rvU7OK4X2oE/SxY84vqSo4I/AAAAAAAAADM/Qr5YuIGKj4c/ S220/s.jpg (Accessed: 23 April 2017).

Fig 79 - Jack Wills jeep [Online]. Available at: http://handbook.jackwills.com/ (Accessed: 23 April 2017).

Fig 80 - Jack Wills models [Online]. Available at: http://www.jackwills.com/ (Accessed: 23 April 2017).

Fig 81 - Jack Wills store [Online]. Available at: http://www.jackwills.com/about-us/history/ (Accessed: 23 April 2017).

Fig 82 - Legs out window [Online]. Available at: http://www.clm-agency.com/photography/ben-weller/advertising/jack-wills/autumn-winter-1/ (Accessed: 23 April 2017).

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