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Get your Uni room fit for the new term with Jack Wills New Collection
May 2015
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Jack Wills Launches Homeware
Jack Wills London England HOMEWARE
Homewares Finest
Your bedroom can look as good your wardrobe with Jack Wills brand new homeware collection
W
ant to have the hottest Uni room on the block? Well now you can with Jack Wills new homeware collection launching on the 12th of June at their annual sponsored varsity polo match. Jack Wills was
launched in 1999 in Salcombe, Devon, designing British heritage-inspired goods for the university crowd. Peter Williams was newly graduated from University College, London when he was
Cosmo Promotion fascinated with setting up his own teenage look’ Jack Wills will premium brand. He wanted his play on the fact that they are brand to portray what typical Brit‘Fabulously British’ and will ish university life was like as he endeavour to entice American said it is one of the most cherished customers this way. Both memories of his life. He joined up brands have similar values and with university mate Robert Shaw target markets. They are all creand with what money they had ating an exclusive ‘cool club’ in they opened the first store on Fore which teens can only tap into if Street, Salcombe, Devon. The brand they wear their merchandise. was named after Williams grandfaJack Wills target 15-24 year ther Jack and originally sold vinolds affluent school and unitage inspired T-shirts and sweaters versity students hence why the bearing the letter J and W. They majority of their stores can be continue to be influenced by the found in university and seaside best of British, from their history resorts. Every upmarket uniand culture to sporting and country versity, boarding school and pursuits. Jack Wills take pride in seaside town will have the using the finest quality materials, cultish affluent teenagers in techniques and design to deliver their £69 Jack Wills branded their distinctive connection behoodies. Their unique logo tween the old and new, epitomising with a pheasant and a top hat what it is to be young and ‘Fabuis easily identified and really lously British’. gives off the essence of the The brand continues to climb the brand that it is luxuriously success ladder despite their premium price tag they have grown by a third since 2011 benefiting from their label desirability among teens. The teen market is extremely profitable, In the UK there are over 8 million teens with a spending power of £6.8 billion annually. The brands main competitors include American sports brand Abercrombie and finch and sister brand Hollister. Although Abercrombie were the pioneer of the ‘preppy
JW
Cosmo Promotion British. Wills marketing campaigns are unique and sometimes have, so I can’t claim to be a viconsidered controversial, includsionary.” ing complaints from the ASA (Ad- The brand currently offer Womvertising Standards Agency) about enswear, Menswear and accestheir spring term look book which sories featuring stationary, included photos of a soaking wet tablet and phone covers. They teens wearing only a pair of floral also offer a limited range of JW pants being embraced by a bedding but want to further male in only jeans. expand their brand into all Instead of using the traditional types of homeware accessories methods of advertising Wills is in including clocks, furniture, soft favour of social media, word of furnishings and targeted stumouth and organised events in dent packs with JW branded order to spread the brand name. crockery. Jack Wills want to In 2011 the brand took “We didn’t have branch out into the 2,000 students to the student homeware the money to ad- market as they French Alps for 3 vertise. If we had, feel it hasn’t been night event, giving away bespoke t-shirts, we would have, branched into by mugs and other any other high trinkets. With 760,000 so I can’t claim to street retailer. The followers on Facebook be a visionary.” student homeware and 100’s of tweets a day which market has increased substainsthe Jack Wills team reply to 90% ly over the previous years as it of them, the brand has proven has become increasingly poputhat social media can truly lar to add personality to what is create a buzz around a brand. a standard drab whitewashed Peter Williams the co-owner of university bedroom. In a recent Jack Wills was shocked by the survey Cosmo asked its readers publicity surrounding the brand whether they did look at style he stated that his social media inspiration online before atstrategy to promote the brand tending university and massive purely happened by chance and 95% said yes! Bloggers and they were unable to use tradivloggers even upload style intional advertising methods spired videos in order to enpurely because lack of funds. thuse the soon to be students on “We didn’t have the money to decorate their rooms in an inexadvertise. If we had, we would pensive but fashionable way.
Bloggers and vloggers even upload style inspired videos in order to enthuse the soon to be students on decorate their rooms in an inexpensive but fashionable way. BethanyMota a style blogger from California has 10 million views on her
Cosmo Promotion Arts Fabric to create unique prints for their homeware collection. The prints include beautiful English blooms - daisies, bluebells and primroses - making a change from the more tropical florals dominating the high street right now.
#roomspiration video proving that the Uni interior trend truly does exist. Jack Wills have sent there new homeware products to popular blogger Zoella Sugg (famous for capturing the attention of young teens) to feature in her popular ‘homeware haul’ videos. The product range includes accessories and furnishing for every room, they have mainly focussed on the bedroom by introducing cushions, bedding, throws and accessories including the famous Jack Wills pheasant ornament. The brand wanted to keep their traditional British vibe but add it to modern and colourful prints. The price range of the products are between £12.99 for low end products like their cutlery and crockery to £110 for their premium limited edition hand printed Jack Wills Union Jack bedding. The Jack Wills brand have also recently teamed up with Liberty
Must Haves!
JACK WILLS
1.
Their printed cushions are enough to brighten any room. (£32)
2
This branded bowl is sure to get you set for the new term. (1 of set £12.99)
3 Comfy and cute! Who could ask for more? (£150)
Cosmo Promotion The brand over the previous event every year but this year months leading up to the they’ve made a difference by inlaunch have released sneaky troducing JW village where stushots of their new homeware dents can browse their new via instagram and twitter with home collection, watch style sesthe clever hashtag #JWSneeksions by Jack Wills very own inPeek. Jack also inform us that terior gurus and get the photo there is much more to come intaken in the Jack Wills photo cluding in the last week leadbooth. Emily Axten, Jack Wills ing up promotional launch global head of marketing they are giving away ‘It even makes and PR said that “The team brand new products me want to go and I are so excited to every day to those back to uni and launch JW home in June who follow and share their the day itself will be so posts. As well as this re-decorate!’ much fun I’m looking the brand are teaming up with the Made in Chelsea cast foward to seeing the students react as their products are featured to our great products. It even in the latest episode, the brand makes me want to go back to uni have told us to keep our eyes and re-decorate!”In the late afterpeeled.Jack Wills are set to noon Jack Wills are providing enlaunch their homeware range tertainment with live artists and on the 12th of June at the pres- bands including George Ezra, Midtigious varsity polo match be- night City (Made in Chelsea’s protween Cambridge and Oxford moted band) and Coasts. Jack Wills University, Jack Wills’ Varsity have even branded their very own Polo is the biggest event in its deck chairs so that the audience calendar to date. Next month, can relax with a picnic and a glass teams from Harvard, Yale, of pimms from the pub bus. Oxford and Cambridge universities, and the public schoolsEton, Harrow, play against each other with 10,000 fans looking on. The 5 company is the official sponsor. The brand sponsor the
Jack Wills London England HOMEWARE
After the promotional launch Jack Wills are off to tour the UK’s university’s in fresher’s week. The brand want to help out new students settle into their new surroundings by creating a ‘home from home’ with their homeware collection. As well as this they will be offering goodies and treats for those who visit their stall and even enter a competition to win a £500 shopping spree to spend in store.
Jack Wills homeware collection is said to be a success there unique and quirky style is loved by many and will now feature in the rooms of university students across the UK and hopefully Jack Wills will plant their union jack across the globe. There collection is avaliable for purchase after midnight on June the 12th 2015. Megan Randle Cosmo on Campus megan-randle@cosmo.co.uk 0118207114