Jack Wills UK & USA Marketing & Comms Launch

Jack Wills University Outfitters

Fabulously British

CONTENTS WHERE IS THE BRAND NOW?

WHERE IT SHOULD GO

Introduction & Methodology

6

Brand Values

24

Brand History

8

Brand Essence

25

Awareness, Usage & Perception

10

UK Brand Positioning

26

UK Retail Market

11

US Brand Postioning

27

US Retail Market

12

Consumer Profile

28

PEST Analysis

14

Consumer Segmentation

29

SWOT Analysis

15

Consumer Behaviour

30

Competitor Analysis

17

Product Price Analysis

18

Macro Trends

19

Ansoff Matrix

21

HOW IS IT GOING TO GET THERE? Marketing Mix

31

Challenges of Entering US

32

Marketing Strategy for UK

33

Marketing Strategy for US

34

Marketing Strategy for UK & US

36

Why Mobile Phone?

37

Key Recommendations & Conclusion

39

Appendix

40

References & Bibliography

48

INTRODUCTION This report will present the engines of growth for Jack Wills and what their success factors and restrictions have been. It will demonstrate a marketing and communication plan which will explore the challenges Jack Wills could face as well as what advantages Jack Wills have in expanding in the USA. The current UK and US market will be considered while it presents ideas that Jack Wills can potentially take forward as opportunities in the USA. The result of this report is to draw conclusions from research and analysis in how Jack Wills can strengthen its position in the UK as well as how to become a successful British story for the US retail market and consumers.

METHODOLOGY In order to obtain primary research directly from consumers, a questionnaire was created which was then given to a sample of 50. The sample of 50 consisted of 25 males and 25 females. This was so that the questionnaire could have a fair number of opinions and results from males and females that were potential Jack Wills customers. The questionnaire was given out around Nottingham city centre as Jack Wills store in Nottingham is within walking distance of the university so this location was ideal. The questionnaire was a great way of receiving direct information from Jack Wills target demographic which meant the results would be relevant, valid and most importantly, reliable.

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671000 followers on Facebook 131823 followers on UK Twitter 74000 followers on UK Instagram 18000 followers on USA Instragram 6000 followers on USA Twitter

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BRAND HISTORY In 1999, Robert Shaw and Peter Williams established Jack Wills and the first store was located in Salcombe, Devon. It was named after Williams grandfather, Jack Williams.

Jack Wills target market audience are university students, aged 18-24, this results in the majority of their stores being in university towns.

There are over 80 stores across 4 continents around the world with 60 of them being in the UK. Jack Wills proudly demonstrate what it is like to be a cool, young British student who looks comfortable, presentable and fun as Jack Wills clothing range is varied from contemporary casual to smart wear.

Jack Wills are distinctive and easily recognisable with the two colours they utilise as their brand representation, pink and blue. They are a brand that also ensure high quality with their products and services which complement their idea of being ‘fabulous’ and effortless.

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AWARENESS During the primary research which was carried out, a sample of 50 were chosen which consisted of 25 males and 25 females. Out of the complete 50, 66% were 18-21 year olds and 28% were 22-25. This gave the questionnaire a strong ground to receive genuine feedback from real Jack Wills target audience of 18-24 year olds.

A huge 94% of the sample were students and 90% knew that Jack Wills target market audience are university students. This showed that Jack Wills were doing the right thing with their products and services to be noticed by their target market.

In order for Jack Wills to stay current and keep up to date with their target market, they use social media platforms and 90% of the sample followed Jack Wills on Twitter, 82% followed Jack Wills on Instagram, 56% followed them on Facebook and a small 6% followed them on Pinterest. It is evident that Jack Wills have a strong online awareness which is beneficial for their marketing in terms of connecting with their consumer.

As a result, 70% of the sample knew about their main marketing tool which are the Jack Wills Seasonnaires. Jack Wills have the majority of their stores located in university towns which make it accessible for students. 70% of the sample were aware that there was a Jack Wills store located near them. This percentage is strong however there is room for improvement in terms of increasing their consumer awareness of where they are located.

USAGE Jack Wills have a strong online presence when it comes to marketing on social networks. This may contribute to why 78% of the sample visit Jack Wills everything 3 months with some visiting weekly. As the world has become digitalised it is vital for any business to take advantage of this to promote their brand. If they do, their brand usage is more likely to be higher just like Jack Wills. 90% of the sample suggested that they were more than satisfied with the range of products Jack Wills have to offer which proves that Jack Wills are catering for their current consumer.

PERCEPTION The sample was asked how they felt about Jack Wills size range of UK 6-14. Some people mentioned that it gave Jack Wills a bad brand image and it didn’t demonstrate that Jack Wills were being an understanding or emotionally connected brand with their consumer. It also resulted in some people mentioning that Jack Wills, especially as they are a contemporary, casual and sporty brand, they were not embracing or welcoming consumers who were not within their size options. In another question the sample was asked to describe Jack Wills in 3 words and the findings were that Jack Wills are: fun, quirky, young, stylish, active, convenient, comfortable and contemporary. These findings show that Jack Wills are a reliable, safe and enjoyable brand for their target demographic.

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UK RETAIL MARKET The current UK retail market is in a position where it can be seen as recovering from the recession from 2008 and the double dip recession in 2011. This is an advantage for any business to expand as consumers are spending more weekly, resulting in increasing profit margins for retailers.

The graph below displays the total internet retail sales within the UK over a period of 7 years. It is evident that the UK e commerce sector is rapidly growing with more consumers purchasing goods online. Though in the chart it is also visible that every time the figures drop, within 6 months or so internet sales pick back up and still continue to rise.

March 2014, the amount “Inspent in the retail industry

increased by 3.9% compared with March 2013 and by 0.3% compared with February 2014.

Non-seasonally adjusted data show that the average weekly spend in the retail industry in March 2014 was £6.7 billion compared with £6.6 billion in March 2013 and £6.5 billion in February 2014.

”

Source: Office for National Statistics (2014)

Fig 10 - Source: Rhodes (2014)

value of internet sales as a “The proportion of total retail sales

rose from 2.7% in January 2007 to 11.1% in January 2013.

In December 2013, average weekly internet sales peaked at 8.1 billion.

”

Source: Rhodes (2014)

consumers in the “InUKAprilspent2014,around £27 billion.

Consumers are what make a retail business expand and increase profit margins. According to recent data, in April 2014 consumers spent a staggering £27 billion in retail. This gives retail companies a great opportunity to reach out to their target market with the correct marketing to increase sales and brand recognition.

For every £1 spent in the retail sector (online and in shops, but excluding petrol stations), 47p was spent in food stores and 46p was spent in non-food stores. The remainder was spent in other types of retailers, such as market stores or mail order catalogues.

”

Source: Rhodes (2014)

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US RETAIL MARKET market is estimated to be “Theworth £202bn annually for According to Retail Industry the US is recovering steadily and prosperously since the recession in the late 2000s. It is estimated that the retail sector for clothing is worth £202 billion and clearly accessories and apparel figures are a staggering £303 billion in the market. These figures are vital for any business to take into consideration when expanding their global potential. A business can only expand when the economy is improving and that too with figures that are taking up two thirds of the US gross domestic product.

clothing alone - £303bn including footwear, accessories, bags and leather goods.

Source: Cooper (2014)

”

two-thirds of “theAnU.S.estimated gross domestic prod-

uct (GDP) comes from retail consumption. Therefore, store closings and openings are an indicator of how well the U.S. economy is recovering after the Great Recession in the late 2000's.

”

Source: Farfan (2014)

US MARKET FORECAST

Looking into the future of the US retail industry, it is forecasted to continuously rise until 2016. In 2016 it is expected to increase by 16.5% from 2011 and the result being an estimated value around $383,773 million. These figures demonstrate how the economy will affect retailers, especially Jack Wills. They have a good insight of which direction the US apparel retail industry is going and can determine how Jack Wills need to use this to their advantage resulting in bigger sales and revenue.

Fig 11 - Source: Marketline 2012

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PEST ANALYSIS POLITICAL Changes in trading laws can have an adverse affect on retailers. It can impact the financial position as well as the processes to run their business smoothly. If the government change the way companies trade overseas, these barriers can affect their global potential. Tax and duty fees influctuating can impact Jack Wills profit margins especially as they currently design their products in the UK but manufacture them from various countries, mainly being China. For Jack Wills to currently have 14 stores in the US it could impact their ability to transport products efficiently.

ECONOMIC As the recession hit the UK and US in 2009, consumers became more careful with their spending habits. As profit margins decreased for many businesses, consumers wanted to purchase goods that would be beneficial for them in the long run. This was a beneficial factor for Jack Wills as their clothes are contemporary and casual . However, as they may be deemed as expensive for their target market, Jack Wills would need to introduce promotions and flash sales to attract consumers.

Due to the recession, unemployment figures increased and UK and US household income had an affect on consumers disposable income. This dramatic change meant that profit margins for retailers were decreasing and less consumers were willing to spend their money. The government in the UK decreased interest rates which gave consumers satisfaction that they were leading towards a stable position in their finances.

SOCIAL-CULTURAL Leisure activities have become a trend in today’s society, especially within the younger market, people are more health conscious within the UK and US. These lifestyle changes that the public are steering towards give Jack Wills an upper hand to competitors as they provide gym wear and everyday casual comfort which can be worn to the gym.

TECHNOLOGICAL The increase in social media and internet has become a huge success in both US and UK. Consumers are utlising these facilities everyday to browse the web and purchase goods on the go which has become a part of their daily lifestyle. Jack Wills currently do not offer a service to consumers which allows them to purchase products efficiently from their mobile phones which is portraying them as a brand who have not considered their target demographic lifestyle.

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SWOT ANALYSIS STRENGTHS • Jack Wills in store environment strongly emits British culture as it is bright, bold and welcoming.

• Store layouts are not crowded, everything is spaced out and neatly placed which means apparel and accessories are easy to find for consumers.

• Jack Wills provide small brandbooks and promotions in their stores which are also accessed via large televisions and iPads.

• With over £100m turnover since 2007, Jack Wills have become a strong retailer within the UK market.

• Apparel is durable, strong and long lasting which allows consumers to have loyalty & trust with Jack Wills. Having clothing of great quality will keep consumers coming back for more as it builds a relationship with them.

• British heritage allows Jack Wills to remain distinctive and unique for university students which is a unique selling point.

• Jack Wills offer in store collection from orders online which saves students paying delivery costs.

• Jack Wills offer 15% discount for students and armed forces online and in store.

• Jack Wills deliver to 16 global destinations from their online store.

• They are an elite brand for students which is a strong intangible attribute.

• Apparel is comfortable, contemporary & casual.

• Jack Wills are the only brand in the UK currently that provide clothing for university students only.

WEAKNESSES • Jack Wills do not offer clothing for sizes beyond a UK 14 and the obesity rates in US are higher than UK. • Although Jack Wills are an elite brand, their products can be deemed expensive considering that students do not have enough disposable income.

• Jack Wills do not have a mobile app and the majority of their competitors do.

• Jack Wills offer a womens gym wear range but do not offer any for mens.

• ‘Pink’ and ‘blue’ colour scheme can be deemed as feminine or too repetitive, even ‘childish’ like.

• Their clothing may be aimed at university students however students that are not at university are seen as giving Jack Wills negative connotations such as a brand for teenagers.

• Although Jack Wills design their clothes within the UK, they manufacture them from all around the world and this could affect their potential to change designs quickly and efficiently to meet or beat competitors.

• Manufacturing Jack Wills apparel from around the world means costs are high from transportation and they could not be efficient with time.

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OPPORTUNITIES • Jack Wills could introduce a mobile phone app which makes it convenient for consumers on the go around the world to view their products and promotions.

• Jack Wills could open concessions within larger departments stores to gain brand recognition.

• Jack Wills could introduce a clothing range beyond a UK size 14 to appeal to a wider target market.

• Jack Wills could promote through seasonal marketing such as international sports events such as the Superbowl in the USA. • To advertise and celebrate their British heritage within the USA, Jack Wills could have the New York yellow taxi but with their brand colour scheme on it.

• Jack Wills could expand their portfolio with celebrity endorsements such as One Direction, as they are within Jack Wills target demographic and have had huge success around the world. This can increase brand awareness within the media.

• Although Jack Wills already have Seasonnaires, they could run these through the American Spring Break (Easter period) to gain brand recognition within university students.

• Jack Wills could also introduce campus tours and have brand ambassadors from universities in both UK & USA to represent the university focused brand.

THREATS • Their British culture and heritage may not openly accepted or successful in other countries which could affect their expansion.

• Cheaper competitors may introduce a clothing range targeting university students.

• As a British brand Jack Wills can lose their identity in foreign countries.

• If Jack Wills becomes too common within university students, it can lead the brand to gaining negative stereotypes.

• The ecomony has a direct affect on the currency exchange between UK and USA. If the American economy became unstable, the operating profits for Jack Wills may not be feasible.

• Competitors who use a vertically integrated system could have an upper hand at changing designs quickly to meet upcoming trends.

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COMPETITOR ANALYSIS JACK WILLS

BRAND ESSENCE

Fun, young, British.

University students.

Casual contemporary.

Comfortable.

Everyday wear.

Bright and bold.

MARKETING PRESENCE

Jack Wills promote theirselves over the summer during student holiday period which they call Seasonnaires. It consists of being on the beach and having parties at night.

PRODUCTS & COSTS

Jack Wills provide apparel and accessories for students which would cater for their every need from pyjamas to party wear, notepads to hot water bottles. Prices can vary and be more than some high street competitors.

UK COMPETITORS

USA COMPETITORS

Abercrombie & Fitch Ralph Lauren Hollister Urban Outfitters Tommy Hilfiger Topshop/Topman Jack Jones Gap Hunter H&M Zara

Abercrombie & Fitch Ralph Lauren American Apparel J Crew Tommy Hilfiger American Eagle H&M

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TOPSHOP

RALPH LAUREN

Innovative.

High street fashion.

Inspired by trends.

British.

Classic, stylish, sporty, detailed and high quality.

Family orientated.

Simple yet sophisticated.

Lifestyle brand.

Kate Moss endorsement for Topshop inspired many females. Collaboration with Adidas gave Topshop a ‘preppy’ and ‘sporty’ feel which made them a competitor for Jack Wills and Ralph Lauren.

Ralph Lauren market theirselves as a high end classy brand for the sophisticated. Endorsement with DJ Avicii gave Ralph Lauren a cool and young stereotype which made them more relatable to Jack Wills.

Topshop provide clothing and accessories for the young fashionable woman who likes to follow trends and look stylish and presentable. Prices can be cheaper than Jack Wills however expect to pay sometimes more.

Ralph Lauren are higher priced in the UK than the US due to them being an American brand. RL have had a huge success with the younger market in the UK, especially university students. Offer similar products to Jack Wills.

It is important to understand competitors when entering or expanding in a new market. Results from the questionnaire revealed that 86% of consumers shopped at Topshop and 62% shopped at Ralph Lauren (see appendix chart 10). It was figured that these two competitors would be ideal to analyse to show the differences between all three brands though they are in the top 5 brands for 18-24 year olds. This analysis was conducted to understand the similarities and differences between brands who provide the same apparel and accessories and are accessible by the same demographic.

PRODUCT PRICE ANALYSIS Fig 12

Fig 13

JACK WILLS £49.50

Fig 14

TOPSHOP £32.00

RALPH LAUREN £90.00

Though all 3 brands provide similar apparel and accessories, it was evident that the price range had a huge difference in each brand. The same denim style shirt from all three competitors ranged from £32.00 to a huge £90.00. Jack Wills being price marked between Topshop and Ralph Lauren allows it retain its identity for being elite, contemporary and casual. However, this price range for Jack Wills could be considered expensive for students in comparison to Ralph Lauren USA prices. This could be a threat to Jack Wills as it could give Ralph Lauren a bigger advantage in appealing to the younger market audience as Jack Wills could be viewed as ‘overpriced’ and ‘over rated’. However, Jack Wills are an elite brand who specifically focus their product range on university students, this gives them a unique selling point.

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MACRO TRENDS Disaffected Youth

Future Impact

Future impact on Jack Wills

The recession impacted the youth a vast amount. As there was less disposable income, there was also a decrease in job prospects and students who wanted to go to university had to face the rise of tuition fees in the UK which near enough tripled.

As the tuition fees for university courses tripled, less students want to take on the burden of debts which means a decrease in graduates per year and an increase in unemployment as jobs will not be easily available. This would also result in a decrease in firm future careers which can impact disposable income and how consumers spend and save.

Jack Wills brand is specifically focused on university students and as these students are less likely to progress onto university courses due to rise in tuition fees and decreased in job prospects, Jack Wills may face a loss of potential consumers. This could also affect Jack Wills sales and growth opportunities in the UK as well as the US. Students and their families who found it difficult to pick back up from the recession could also be turning to cheaper alternatives which could affect Jack Wills consumer loyalty and brand identity.

Connected world

Future Impact

Future Impact on Jack Wills

Technology has rapidly changed the way people connect with each other, keep up to date with trends, society, media and the world. Tablets, PCs and mobile phones have made it extremely easy and accessible for the majority of the world to keep connected, purchase goods online, manage finances and get everyday tasks done much more efficiently and conveniently.

Experiencing user friendly websites from retailers may become an easier way for consumers to purchase goods however this may shift into less consumers visiting stores. As technology develops, consumer expectations rise and advertisements would need to be more interactive and effective in order for a brand to become recognizable and credited.

As the world is moving towards a digital lifestyle, Jack Wills need to be current in order for them to not lose brand identity. Though Jack Wills have Twitter, Facebook and Instagram accounts, it simply isn’t enough. Consumers cannot purchase goods through these social platforms which currently is a huge gap that Jack Wills need to fill. Competitors have introduced mobile apps and user friendly websites for consumers that use mobile phones and e commerce on a daily basis which are connecting and interacting with consumers. Jack Wills do not have either of these for mobile users, consumers could be forgetting what Jack Wills have to offer.

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FOR JACK WILLS Urbanization

Future Impact

Future Impact on Jack Wills

People are leaving countryside areas to move into urban areas as they want to experience city and town life. They desire better job opportunities, better education and medical care that is available quickly.

As the shift from countryside to living in urban areas becomes more popular, once consumers are settled, they will want to purchase products to ensure they enjoy and maintain a metropolitan life which would result in a demand for more products and development in marketing strategies.

Consumers shifting from small villages to larger cities and towns for better education and job prospects can really help Jack Wills in securing an increase in their profit margins as consumers want to live the metropolitan lifestyle. As Jack Wills provide contemporary casual clothing, it is most likely that new students in the city will want to look effortlessly fabulous yet comfortable. Consumers who want to experience better education thus being at university would open opportunities for Jack Wills to venture into more interactive marketing to gain brand awareness with their target demographic.

Unstable Economy

Future Impact

Future Impact on Jack Wills

Recession hit both the UK and US which resulted in many companies going into administration, people losing jobs and companies failing to keep their businesses intact. The outcome of both recessions meant that consumers were more reserved with their expenditure as they didn’t have enough disposable income. Consumers started purchasing from cheaper retailers resulting in the more expensive retailers losing consumer loyalty and brand identity.

If the economy was to fall down again, consumers are more likely to have negative behaviors and attitudes towards spending their money. Consumers will want to save their income for any future means of the economy not picking back up again for many years.

As consumers would not have enough disposable income, they may go to cheaper competitors which would result in loss of sales for Jack Wills and loss of consumer loyalty for a very long time. However, consumers that usually go to more expensive competitors than Jack Wills are more likely to purchase from Jack Wills as this would be their ‘cheaper’ alternative. However, as sales growth in the retail market is increasing in the UK and US, Jack Wills are going to benefit from this as consumer will be more likely to purchase products of high quality. Jack Wills need to ensure they have the right marketing strategies in place to allow consumers to believe they are getting value for money with their high quality good all year round.

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ANSOFF MATRIX

EXISTING MARKETS

EXISTING PRODUCTS

NEW PRODUCTS - Introducing a mens wear gym range would allow Jack Wills to be portrayed as a fair lifestyle brand due to them currently only providing gym wear range for women.

- Marketing strategies such as handing out small freebies (keyrings, sports bottles & pens) around university campuses can gain a strong brand awareness within their target market audience of university students.

- Jack Wills could introduce a plus size & petite range for consumers who do not fit into Jack Wills current sizing of UK 6-14. This would allow them to create a stronger relationship with their consumers.

- Jack Wills could provide university students on campus with mini hand books and special offers and discounts that give them an insight to what Jack Wills have to offer. This would generate more sales and consumers to be more connected.

- To build a stronger relationship with consumers, Jack Wills could introduce a stationary range consisting of personalised pencils, pens and other various equipment for everyday studying essentials.

This would make Jack Wills unique, enticing and fun as consumers would feel more appreciated & looked after.

NEW MARKETS

- Jack Wills could introduce a mobile phone app which allows consumers to purchase up to date products on the go with convenience and ease.

- Rather than opening a store in the middle of a busy fashion concentrated city, Jack Wills could invest into opening concessions within department stores.

This would help Jack Wills in being more noticed and increase brand awareness as consumers who do not know who Jack Wills are, they can see it by walking past it encouraging them to take a look in what they have to offer.

- As Jack Wills are a lifestyle brand who promote being active and having fun, products such as sports equipment being introduced to their product range would expand their knowledge in student lifestyle.

Being a university student who plays sports can be more encouraged to purchase equipment from a brand who promotes being healthy.

- In order for Jack Wills to stay more current with their idea of partying, being fun and young, Jack Wills could introduce products such as balloons, banners, candles to ensure students can get the most out of the brand when they are celebrating or partying or even promoting Jack Wills themselves.

- Taking existing products to the USA can increase sales within the USA. As there are many universities in the USA, students will be everywhere and willing to invest into contemporary casual clothing. Once students establish Jack Wills high quality of clothing, it will create consumer loyalty with existing products.

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“Jack Wills have enjoyed phenomenal growth, from £20m turnover in 2007 to in excess of £100m today.”

(Source: Quantiv)

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BRAND VALUES British Jack Wills are proud of the British heritage incorporated into their brand. No matter where Jack Wills will go in the future, they will always stay true to their British roots and culture.

Entrepreneurial Jack Wills started off with two friends who had a vision to represent British culture and its heritage, no matter how much global recognition they recieve, Jack Wills will always aim to provide entreprenurial feel to their brand.

Innovative Jack Wills provide high quality and innovative clothing in equal measure. They are unique and creative, ensuring their consumers are getting exactly what they want from a brand which is fun, young and active.

Responsible Jack Wills believe in equality. No matter where their consumers are from, they welcome everyone with respect and treat everyone equally. Jack Wills are firm believers of integrity and decency.

Excellence Anything and everything, from marketing to shop floors to online and across the world, Jack Wills strongly believe in providing an excellent experience for everyone.

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BRAND ESSENCE CONSUMER FEELINGS

BRAND EXPERIENCE

BRIGHT BOLD PREPPY FRIENDLY CONTEMPORARY

CLASSIC ASPIRATIONAL BRITISH EVERYDAY COMFORT SUITABLE FOR ALL UNIQUE

JACK WILLS

JACK WILLS PROMISE

For university students Everyday casual comfort Fabulously British Cool and Young

REMAIN BRITISH HIGH QUALITY PROVIDE EQUALITY PROVIDE EXCELLENCE BE INNOVATIVE

BRAND PERSONALITY

BRITISH FUN YOUNG SMART ENTREPRENURIAL

MISSION STATEMENT

“

We continue to be influence by the best of British, from our history and culture to sporting and country pursuits. We take pride in using the finest quality materials, techniques and design to deliver our distinctive connection between the old and new.

”

(Shaw: 2010)

VISIONS AND OBJECTIVES Jack Wills believe that they are a brand who incorporate themselves into their consumers everyday lifestyles emotionally and functionally. Jack Wills aim to always remain British and not lose their identity. They believe in striving for the best for their consumers, that means by providing their university demographic with everyday essentials in their product portfolio such as clothing for everyday wear and occasions. Jack Wills objective is to always provide products of high quality which will allow their consumers to look effortlessly fabulous and comfortable as well as providing a friendly and fun store atmosphere. They believe in providing excellence in everything they do, for everyone, including their suppliers and consumers.

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UK BRAND POSITIONING MAP High Price

High Fashion

Low Fashion

Low Price In the UK, Jack Wills hold a strong reputation within the retail market. Being positioned in the middle of this perceptual map allows Jack Wills to show that they have great quality clothing which is fashionable, comfortable and comes with great prices. Consumers won’t be disappointed with the quality of clothing they purchase from Jack Wills as they are an elite brand within the UK for university students. It also means that Jack Wills are not in any struggle with the younger market compared to competitors such as Ralph Lauren and Abercrombie and Fitch.

Ralph Lauren are a lot more higher priced in the UK than the US and can be deemed as overpriced for university students especially as Jack Wills provide the same product range. Abercrombie and Fitch sit right next to Jack Wills on the left, meaning their prices are the same as Jack Wills however their clothing is not seen as fashionable, bright or bold for university students. Competitors such as Zara, Topshop and H&M are more fashion forward than Jack Wills, this may be the reason why over 80% of the sample stated they shop there (see appendix chart 10). Jack Wills need to ensure that their prices always allow the consumer to believe they are paying for high quality clothing otherwise they could face a negative response resulting in losing sales and consumer loyalty.

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USA BRAND POSITIONING MAP High Price

High Fashion

Low Fashion

Low Price

Jack Wills has been positioned higher towards the left compared to the UK positioning. Though Jack Wills is a contemporary casual fashion retailer, they have many competitors in the USA who are very similar to what they have to offer. Brands who could be threats are Ralph Lauren and Abercrombie and Fitch. Ralph Lauren being an American born brand means their prices are much cheaper than they are in the UK. This could result in university students shopping in cheaper competitors such as American Apparel and H&M as these brands are very fashion focused. In order to overcome these issues, Jack Wills could reduce some of their pricing to entice students to purchase products due to them being a university student dedicated brand.

Although this could increase awareness and consumer loyalty, it could also result in Jack Wills not making as much profit as they should due to costs of material quality reducing. On the other hand, with the right marketing in place Jack Wills may not have to decrease product price range because they are an elite brand which no other competitor has yet achieved with strictly students, this is also a unique selling point.

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CONSUMER PROFILE PEN PORTRAIT

Emily Age 21

Third year student

Lives on campus

Enthusiastic

Sociable

Sociable

Goes to restaurants and bars

Kind Adventurous

Plays sports

Student ambassador

Polite

Traditional values on education

Hard Workin

Fashionable

Fig 18

Tom Age 19

First year student

Lives on campus

Friendly

Funny

Socializes with friends

Helpful Confident

Goes to pubs and clubs

Goes to the gym

Ambitious

Popular at University

Stylish

Energetic

Likes to party

Fig 19

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CONSUMER SEGMENTATION DEMOGRAPHIC Jack Wills target market audience are aged between 18 to 24 and are university and mature students. Jack Wills being a cool, fun and enthusiastic brand, allows them to keep their clothing fresh and bright, providing for the needs of university students. Though Jack Wills provide contemporary casual clothing, consumers can be below or above the age and the brand can be adjusted to many demographics.

Location is key for Jack Wills and because this brand started in 1999 for students specifically, it is important for them to remain current and not lose their identity. The only way they can keep relevant is by locating and promoting themselves around university students. towns and campuses.

SOCIO ECONOMIC The brand originally was established for students and that is also a main reason as to why they have become such a huge successful contemporary brand for 18-24 year olds. Jack Wills target demographic would have part time jobs, whether it be a student ambassadors for their university or a sales assistants. The consumer for Jack Wills would be in education studying any course as long as they have fun and are ambitious.

GEOGRAPHIC Jack Wills consumers are based around university campuses, so it could be student accommodation or private accommodation. However, students who commute and are based at home are also equally considered as target consumers. This would also mean Jack Wills marketing would be successful as students would utilise university facilities such as libraries and unions.

PSYCHOGRAPHIC The consumer for Jack Wills would ideally be fun, modern, polite, friendly, stylish, young and creative. Their personality would match the clothes they wear provided they shop at Jack Wills which would include bright bold hoodies with matching t shirts and/or jeans. This is ideal for students who need to be practical and comfortable on a day to day basis.

The type of lifestyle a Jack Wills consumer would have would be outgoing, fun, experimental, socially connected, busy yet carry traditional values in terms of having a successful journey in education.

Values for Jack Wills consumers would include them to be hard working, approachable, motivated to succeed and ambitious. A consumer would be focused on their studies as well balance a lifestyle full of fun, partying and being social.

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CONSUMER BEHAVIOUR UK

VS

• UK consumers are known to save their money three times more than US consumer.

This is a disadvantage to Jack Wills as a retailer within the UK, the more UK consumers want to save, the more cheaper competitors they will go to. This could result in loss of sales and consumer loyalty for Jack Wills.

USA • US consumers are more optimistic about the future and money. This is an advantage to Jack Wills strengthening their position in the US retail industry, as their product prices are more likely to be considered elite and worth the money.

• US consumers are more happy to spend money on trying out new products and services.

A great opportunity for Jack Wills to really let their consumers know what they are buying will be of high quality & ensuring consumers come back for more. Resulting in consumer loyalty and brand recognition through word of mouth.

• UK consumers are pessimistic about the future of the economy, this could affect Jack Wills profit margins. Having strong marketing for their target demographic can help Jack Wills to raise brand awareness and build stronger relationships with their consumers.

• UK consumers like to know what they are buying and how it is being sold or promoted. Jack Wills could use this to their benefit and make sure that their marketing techniques really allow the consumer to believe they are a ‘fun’ brand who believe in achieving highly whilst enjoying a social life.

• It is proven than US consumers are five times more confident about themselves than UK consumers. Consumers who are confident will be more likely to go out, party and have fun.

As Jack Wills are a brand who represent being young, fun and ambitious, this could prove to be a really good combination for Jack Wills and their consumers.

• US Consumers are more emotionally connected with brands that provide a look or feel that the consumer can relate to in real life. This could be an advantage for Jack Wills to boost sales and brand recognition if they connect with their US consumer on an emotional level allowing them to feel how ‘optimistic’ and ‘inspiring’ Jack Wills brand is.

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MARKETING MIX PRODUCT - As Jack Wills currently offer a wide variety of apparel and accessories that they can apply

and provide to US consumers, it is also important for Jack Wills to ensure they cater for their US consumers correctly in terms of providing a wider clothing size range.

PLACE - Currently Jack Wills design their clothes in the UK and manufacture them from all over the

world, mainly from China. However, if the demand increases for their products in the US, Jack Wills may need to consider where they manufacture and design their clothes. They could introduce a vertically integrated system which means it saves transport costs and become more time efficient resulting in meeting trends and consumer demands

PRICE - In the UK Jack Wills can be considered as expensive for university students due to them not having

enough disposable income. Though Jack Wills are proving to have positive profit margins it is obvious that what they currently have as their prices are not causing them a loss as a brand, this allows them to remainwould an eliteallow brand for students. As mentioned previously, US consumers are more happy to spend their money, so this consumers to believe that Jack Wills products are of high quality and worth the money.

PROMOTION - The majority of Jack Wills competitors provide student discount and Jack Wills would need to consider this and special discount codes within their handbooks and mobile phone app to encourage consumers to purchase products. Promoting through freebies, events and endorsements would ensure that Jack Wills are catering around their student market and demonstrating they care and understand consumer needs.

PROCESS - The experience of a consumer in a Jack Wills store or online is absolutely vital to Jack Wills in order to remain a brand who emit being fun, young and high achievers. Jack Wills need to ensure that their consumers are receiving the best service that they can provide, whether it be greeting consumers as they walk into the store to guiding consumers through latest products and offers. This will all build up to the experience they leave with a consumer. Failing to cater and pay attention to consumers can prove to be difficult in creating a strong brand image and positive reputation.

PRODUCTIVITY - Jack Wills products are renown for being of high quality produced by great

manufacturing. This results in products that last the consumer a long time. If this quality is kept up, there is no reason why Jack Wills should face any consumer issues regarding quality, rather it is more likely to result in consumer loyalty and a positive brand image.

PEOPLE - Being a brand who cater for university students, it is important that they recruit people who will understand consumer needs and know how to engage easily with Jack Wills target market. Jack Wills employees would need to mirror their target demographic so that strong friendly relationships are created resulting in a fun and welcoming experience.

PHYSICAL ENVIRONMENT - Jack Wills stores are bright, bold and welcoming. They

reflect what Jack Wills stand for and what they believe in. Store environments need to be kept clean and tidy at all times ensuring apparel and accessories are easily located. The interior of a store leaves consumers with a good feel of what the brand is about and this is why Jack Wills need to ensure that their consumers are in a clean, safe, comfortable and friendly atmosphere.

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CHALLENGES OF ENTERING THE USA MARKET STUDENT POPULATION

As the student population is huge in the USA, targeting this many students and universities could be difficult. With certain marketing strategies, Jack Wills may not be able to keep up with the amount of marketing they would need to consider in order to cover for the student population.

MARKETING

As the USA population is huge, marketing for this could become a significant issue if Jack Wills do not get their marketing correct. It has to capture the attention of all potential consumers and it needs to be unique in order for Jack Wills to be individual, noticed and recognisable.

PRICE

Some results from the sample (see appendix question 13) stated that Jack Wills can be considered expensive in the UK. This could also result in consumers believing Jack Wills is over priced for what they have to offer. Especially as students do not have vast amounts of disposable income, this could allow competitors to gain a better advantage and result in loss of sales for Jack Wills.

MARKET SHARE

Jack Wills have 14 stores in the USA which means they do not currently hold a strong market share in the retail industry.

They have many competitors within the USA who provide the same apparel as them at cheaper prices which could result in potential consumers shopping elsewhere. This could also mean that Jack Wills lose current consumer loyalty and lose brand identity.

COMPETITORS

Competitors such as Ralph Lauren, American Apparel and H&M hold a very strong market share within the fashion retail industry. They have all created a buzz and are renown for having huge consumer loyalty and a well established mark in the market. This could prove to be a threat for Jack Wills as all these competitors are cheaper and although they cater for students, they also are more fashion forward than Jack Wills which encourages the modern student to shop there.

With feedback from primary research, the following marketing stategies have been recommended for Jack Wills to ensure they optimise and strengthen their position in the UK as well as maximise their global potential in the USA.

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MARKETING STRATEGY FOR UK POSTERS & HANDBOOKS 92% of the sample stated that Jack Wills should place posters around university campuses and student unions to increase brand awareness. Posters are a great way of being noticed around students especially in social areas such as student unions. 89% suggested that mini handbooks which consist of Jack Wills current products and what the brand is about are also a strong form of marketing especially if they were to be handed out directly at university campuses or the entrances to libraries. It allows students to connect and understand the brand more (see appendix chart 12).

Fig 20

CELEBRITY ENDORSEMENTS Celebrity endorsements are becoming extremely popular within the retail industry. However, for Jack Wills this could be an amazing opportunity to really enhance their brand awareness and to represent and project what their brand is about. 83% of the sample said that a sports personality would suit the face of Jack Wills in the UK (see appendix chart 13). Jack Wills being a fun, active, young and good health brand means that they could use an iconic sports figure to endorse their brand. Tom Daley would be a strong face for Jack Wills in the UK, he was a world champion at the age of 15 and he represents Great Britain and England in all of his career up to date. This would give Jack Wills an image that allows students to look up to Tom Daley as inspiration to succeed and motivate themselves.

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MARKETING STRATEGY FOR US TAXI TAKE OVER The famous New York taxis are iconic and unforgettable (see appendix chart 14). This is another strong marketing opportunity for Jack Wills, by plastering their pink and blue stripes across the original yellow taxi, the public will be enticed and intrigued to find out who and why they have done this. It would result in consumers going online or checking on their phones for this brand and what they have to offer.

Seeing a taxi with Jack Wills logo and colours over it would make this new exciting taxi unforgettable and a word of mouth. People would start pointing as the taxi would be bright, unique and bold.

It would stand out from the crowd while it works its way through the streets of New York creating a buzz. This would be a clever form of marketing to bring both the culture of the USA and Jack Wills British heritage together.

Fig 21

SPECIFIC STORE LOCATIONS The US is extremely large market with many different classes of fashion. Times Square, Fifth Avenue and the Meat Packing District consist of many high end brands therefore Jack Wills will not fit in easily in these locations and rent prices high therefore profit margins would be minimal. However Soho is more suitable for Jack Wills to open a store to gain awareness as has competitors such as Zara and Abercrombie & Fitch so they could attract the right consumers. Furthermore Jack Wills can open a concession in Macy’s during the educational holidays where their target market would be highly present in the city (see appendix chart 14). Rent prices would be lower and Macy’s welcomes a large number of the public Jack Wills are open to high brand awareness and high profits.

Stores near University Campuses – As well as in the main cities, Jack Wills must definitely locate near universities where enrolment figures are easily higher than 35,000 per year. The convenience of the store being close for students can encourage a high demand for JW products which can aid the expansion of the brand. Universities are their exact target market and especially in the US where sports are heavily present in the university life of a student. With many sporting events Jack Wills can hand out great forms of advertisement such as handbooks with discounts to increase awareness and form a titanic customer base.

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PLUS SIZE RANGE Fig 22

Bad Brand Image Doesn’t embrace people beyond size 14

Uncomfortable

Insulting Not enough choice

Should have a bigger range

How do you feel about Jack Wills sizing (6-14)?

Not a strong relationship with consumers

Not welcoming

Not No interaction understanding

Fig 23 Source: Public Health England

A recommendation that Jack Wills could introduce to their product range is plus size clothing.

Though Jack Wills provide clothing for UK 6-14, the rates of obesity in the US are much higher than the UK. Proven in the chart above, it is evident that obesity rates in the US have increased since 1978 to 2011 in the latest available data shown. Rates in the USA have been at an all-time high of 35.9% compared to the UK which is at a figure of 24.8%. Providing the USA with more options in sizing, it would allow a wider consumer range to be welcome at Jack Wills. Jack Wills could also provide a personal tailored fitting for consumers who don’t find Jack Wills sizing suitable. After all, they are a casual contemporary brand who provide luxury and comfort in equal measure. This would result in an increase in sales, consumer loyalty and more brand recognition as it would become word of mouth that a British born brand is providing the USA consumers with a more thoughtful and friendly service. At the same time, this would give Jack Wills a benefit against their competitors. Abercrombie and Fitch only stock sizes 8-14 which is more limited than what Jack Wills provide now. (See appendix question 15) 35

MARKETING STRATEGY FOR UK & USA PHONE APP FOR UK & USA Appendix, question 5 proved a huge 90% of the sample said they follow Jack Wills on Twitter, 82% followed on Instagram and 56% followed them on Facebook (see appendix chart 5). It was evident that students were keeping up to date with Jack Wills promotions, products and services. However, as Jack Wills currently do not have a mobile phone app, this is a great opportunity to introduce in the UK and US which would keep students to purchase products online at their own convenience. It would also mean the phone app is more convenient, time efficient and interactive.

Fig 25

Fig 24

FREEBIES FOR UK & USA 90% of the sample suggested that Jack Wills should provide small freebies such as pens, key rings and sports bottles to university students on campus. (see appendix chart 12) This is a great way of reconnecting with their target demographic especially as 94% of the sample stated that Jack Wills do not promote or advertise themselves among university students enough (see appendix chart 11).

Freebies would remind students that this is a university based brand who want to look after them and make sure they are getting small things that they can use on a day to day basis. It would create a buzz and encourages consumers to research the brand. Sports bottles also promote wellbeing and keeping active.

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WHY A MOBILE PHONE APP? Fig 26

Fig 27

It is evident from the data above that in both countries more than half of the population utilise their mobile phones for internet and more than half of the population spend more than one hour each day browsing resulting in consumers being heavily connected via their handsets. This gives Jack Wills a strong platform to introduce a phone app for consumers to purchase products as mobile usage becomes larger every day.

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KEY RECOMMENDATIONS Freebies for UK & US Ensuring Jack Wills provide and cater for their target demographic is important and by giving freebies to university students can allow Jack Wills to build strong relationships with them. Freebies can entice consumers to believe that the brand is really connecting with them and gather immediate attention.

Phone App for UK & US As technology develops, so does the upcoming generation. Everyone wants the latest mobile phone or tablet. Jack Wills need to keep up to date with their consumer and provide them with a way to gain access to purchasing their products efficiently and effortlessly. The app would need to be interactive and user friendly to ensure consumers are getting the most from Jack Wills promotions, sales and new products.

Taxi Takeover Advertising their brand colours on the iconic New York taxi would allow Jack Wills to create a buzz and a power statement of their expansion in the US. It would be effective immediately as consumers will want to know and find out what it is about. It’s a great form of marketing which merges both British and American culture together.

Celebrity Endorsement in the UK Having a sports personality such as Tom Daley would help Jack Wills to become more recognised and raise brand awareness. Sports personalities who have represented Great Britain throughout their career can really set the standard for a brand with huge British heritage such as Jack Wills. It allows them to be percieved as a brand who are active and promote health and well being.

CONCLUSION Jack Wills are an entrepreneurial business and for them to optimise their position in the UK they would need to take into consideration how they are connecting with their consumers.

Research proved that consumers did not feel as if Jack Wills were promoting or advertising themselves enough around university students. Marketing strategies have been put into place for Jack Wills to ensure they get the best out of their global potential in the US as well as strengthening their position in the UK. Jack Wills need to seize opportunities that they have especially as the retail economy in the UK and US is doing well. If Jack Wills do not get their marketing strategies correct they may restrict themselves from expanding resulting in negative profit margins and loss of brand identity and recognition.

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APPENDIX Chart 1

Chart 2

Gender?

How old are you? (%) 6%

28%

50%

50%

66%

Male

15-17

Female

Chart 3

18-21

22-25

26-29

30+

Chart 4

Did you know Jack Wills target market audience are university students?

Are you a student? (%)

6%

10%

90%

94%

Yes

No

Yes 40

No

Chart 5

Do you follow Jack Wills on any social media?

If so, please tick all that apply

6%

14%

82% 56%

90%

Instagram

Chart 6

Twitter

Facebook

Pinterest

No

Wasn't aware they had social media

How often do you visit/shop in Jack Wills?

4%

18%

52%

26%

Multiple times a week

Once a month

Once every 3 months 41

Once a year

Never

Is there a Jack Wills located near you?

Chart 7

30%

70%

Yes, very close

Yes, I have to use transport

No, it is quite far & not worth visiting

No store near me

Are you satisfied with the range of products Jack Wills have to offer?

Chart 8

2%

4%

4%

48%

44%

Very satisfied

Satisfied

Neither satisfied or dissatisfied

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Dissatisfied

Very dissatisfied

Are you aware of Jack Wills seasonnaires?

Chart 9

30%

70%

Yes

No

Where else do you shop? Tick all that apply (%) 10 14% 46% 78%

Chart 10

58%

18%

26%

30% 62% 82% 86%

Abercrombie and Fitch

Urban Outfitters

Tommy Hilfiger

Hollister

Zara

Topshop/Topman

Ralph Lauren

Gap

H&M

Jack Jones

Hunter 43

Do you feel as if Jack Wills promote and advertise themselves enough around University students?

Chart 11

6%

94%

Yes

No

What do you feel Jack Wills could do better in order for them to build stronger relationships with university students? Tick all that apply

90% 98%

Chart 12

10%

92% 89%

Freebies

Posters around University

Give Handbooks

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Sweets

Discount vouchers

Email more

Other

Chart 13

Which celebrity category do you think would suit the face of Jack Wills in the UK?

2%

2% 4%

Sports Personality 83%

Solo Artists

Music Bands

Sports Personality

Socialite

Model

Reality TV

Comedians

Other

None

Chart 14

Out of the following, which one do you think are most iconic in the US?

Times Square 14%

Statue of Liberty 16%

Rockefeller Center 6%

Yellow Taxi 28%

Macy's Herald Square 30%

Brooklyn Bridge 6%

Statue of Liberty

Yellow Taxi

Brooklyn Bridge

Macy's Herald Square

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Rockefeller Center

Times Square

Question 15

How do you feel about Jack Wills sizing (6-14)?

Not enough choice Should be bigger range Love jack wills style but can’t purchase things due to size choices – 7 answers Limited Not extensive enough Doesn’t really cover a wide ‘university’ market – 17 answers Cliché Typical idea of ‘perfect’ sizes Doesn’t embrace people beyond a size 14 Bad brand image – 5 answers Not welcoming Uncomfortable People over size 14 must not be fabulous then Insulting – 2 answers Embarrassing when they don’t stock your size because its bigger than 14 Not much difference between 14 and 16 so why is 14 acceptable and 16 isn’t?

Not all students are under size 14 Brand doesn’t represent them being understanding – 2 answers Stuck up They sell women’s gym wear but not men’s so the sizing range isn’t a surprise Doesn’t really suggest them to be ‘lifestyle’ Not a strong relationship between them and their target market of university students No interaction Doesn’t provide consumers with happiness – 2 answers No emotional connections with their customers -2 answers

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Question 16

If you could describe Jack Wills in 3 words what would they be?

British, comfortable, simple Expensive but worth it Great quality, great fit and great style Classic British fun Love love love Big range of clothes Innovative and bold Over rated and expensive Understands students’ needs of hoodies and joggers Great for students Thick materials and worth it May be pricey for some things Store layout is quirky Amazing clothing, great designs and prices Distinctive yet bold and colourful Fun, young, inspiring British, classic, comfort Comfort, fun, cheeky Fun, engaging, British Contemporary fashion for students Can be worn anywhere Store layout is very ‘young’ Bold, bright, clever Welcoming, preppy, fun Unique, lively, young Enjoyable, smart, chic Attractive yet casual All day all night Playful, bright, simple Simple, contemporary, classic Cannot complain Perfect for students I got money Hangover is cured when I wear jack wills University university university Expensive, we can’t afford it Fashionable, British, luxury Day to day comfort Value for money What you pay is what you get Looks good on Makes you look rich Active, convenient, safe Reliable, functional, comfortable Sportswear, convenient, fun Guilty pleasure Ultimate heaven for university Easy to wear Everyday basics for university Timeless casual clothing 47

REFERENCES Fig 1. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 2. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 3. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 4. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 5. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 6. Jack Wills Instore Image Primary Research [25/03/2014] by Navdeep Khatkar Fig 7. Jack Wills Instore Image Primary Research [25/03/2014] by Navdeep Khatkar Fig 8. Jack Wills Instore Image Primary Research [25/03/2014] by Navdeep Khatkar Fig 9. Jack Wills Instore Image Primary Research [25/03/2014] by Navdeep Khatkar Fig 10. RHODES, C. [04/06/2014] The retail industry: statistics and policy. [Online] Available at: www.parliament.uk/briefing-papers/SN06186.pd [Accessed on 07/06/2014] Fig 11. MARKETLINE. [Feb 2012] Apparel Retail in the United States [Online] Available at: http://lgdata.s3website-us-east-1.amazonaws.com/docs/530/467338/apparel2012.pdf [Accessed on 07/06/2014] Fig 12. HOLECROFT SHIRT [Online] Available at: http://www.jackwills.com/en-gb/product/holecroft-shirt-10000382102 Fig 13. MOTO FITTED CHAMBRAY SHIRT [Online] Available at: http://www.topshop.com/webapp/wcs/ stores/servlet/ProductDisplay?searchTerm=denim+shirt&storeId=12556&productId=14113329&urlRequestType=Base&categoryId=&langId=-1&productIdentifier=product&catalogId=33057 Fig 14. FADED INDIGO BOYFRIEND SHIRT [Online] Available at: http://www.ralphlauren.co.uk/product/ index.jsp?productId=26026631&cp=3979771.3989731.4047451 Fig 15. HOWARD, B. Unknown Date. Jack Wills Seasonnaires – Florence Huntingdon Whiteley [Online] Available at: http://www.sixsevenphotographic.com/image/advertising/bella-howard/jack-wills-seasonnaires-florence-huntington-whiteley/ Fig 16. TEEDESIGNS. [12/01/2012] Advertising campaign initial research Topshop [Online] Available at: http://teessketchbook.wordpress.com/2012/01/12/advertising-campaign-initial-rsearch/ Fig 17. BETH, S. [31/07/2013] Mesmerised by purse advertisments [Online] Available at: http://www.likestosmile.com/2013/07/31/mesmerized-by-purse-advertisements/ Fig 18. THOMAS, L. Unknown Date. Ladies Knitwear Jack Wills [Online] Available at: http://gb.pinterest.com/ pin/567101778048968440/ Fig 19. WRIGHT, N. Unknown Date. Chambray and Khaki [Online] Available at: http://gb.pinterest.com/ pin/302233824964095657/ Fig 20. WIKIPEDIA. [28/05/2014] Tom Daley [Online] Available at: http://en.wikipedia.org/wiki/Tom_Daley 48

Fig 21. Author Unknown, Date Unknown. Taxi in the crowd of city [Online] Available at: http://hdwallphotos. com/photoswall/taxi-in-the-crowd-of-city-wallpaper-widescreen-computer.html/taxi-in-the-crowd-of-city-wallpaper-widescreen-computer - [Jack Wills stripes photoshopped on to the taxi by Navdeep Khatkar] Fig 22. KHATKAR, N. [09/06/2014] Spider diagram created to showcase results from questionnaire.

Fig 23. PUBLIC HEALTH ENGLAND, [August 2013] International comparisons [Online] Available at: http:// www.noo.org.uk/NOO_about_obesity/adult_obesity/international [Accessed on 08/06/2014] Fig 24. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 25. Screenshot from iPhone. [07/06/2014] by Navdeep Khatkar Fig 26. BETTS, A. [13/03/2014] The UK and US digital markets: consumer culture, differences and commonality [Online] Available at: https://econsultancy.com/blog/64508-the-uk-and-us-digital-markets-consumer-culture-differences-and-commonality#i.8cn9lp16gheh8y [Accessed on 29/05/2014] Fig 27. BETTS, A. [13/03/2014] The UK and US digital markets: consumer culture, differences and commonality [Online] Available at: https://econsultancy.com/blog/64508-the-uk-and-us-digital-markets-consumer-culture-differences-and-commonality#i.8cn9lp16gheh8y [Accessed on 29/05/2014]

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EVANS, M, FOXALL, G & JAMAL, A. [2009] Consumer Behaviour, John Wiley & Sons, UK. SOLOMON, M R & RABOLT, N J. [2003] Consumer Behaviour in Fashion. Prentice Hall.

JOURNALS MUHANNA, E. [2009] The Internationalisation of Fashion Retailers [Online] Available at: http://gse.publisher. ingentaconnect.com/content/apbj/fmt/2009/00000004/00000001/art00007;jsessionid=20e6sbl9cs7w8.alexandra O’REILLY, D & DODDY, K. [2009] The Influence of Product Displays on Consumer Behaviour in the Fashion Industry [Online] Available at: http://gse.publisher.ingentaconnect.com/content/apbj/ fmt/2009/00000004/00000001/art00015;jsessionid=20e6sbl9cs7w8.alexandra VIGNALI, G & VIGNALI C. [2009] The PEST Analysis. [Online] Available at: http://gse.publisher.ingentaconnect.com/content/apbj/fmt/2009/00000004/00000001/art00011;jsessionid=20e6sbl9cs7w8.alexandra

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CITATIONS/QUOTES “The market is estimated to be worth £202bn annually for clothing alone - £303bn including footwear, accessories, bags and leather goods.”

COOPER, B. [25/04/2014] US value fashion market: What do retailers need to know? [Online] Available at: http://www.retail-week.com/companies/primark/us-value-fashion-market-what-do-retailers-need-toknow/5059677.article [Accessed on 07/06/2014] “An estimated two-thirds of the U.S. gross domestic product (GDP) comes from retail consumption.

Therefore, store closings and openings are an indicator of how well the U.S. economy is recovering after the Great Recession in the late 2000’s.”

FARFAN, B. Unknown Date. 2014 US Retail Industry Overview - Info, Facts, Research, Data, Trivia. [Online] Available at: http://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htm [Accessed on 08/06/2014] “We continue to be influence by the best of British, from our history and culture to sporting and country pursuits. We take pride in using the finest quality materials, techniques and design to deliver our distinctive connection between the old and new.”

ISBN Magazine, Date Unknown. The time of your life [Online] Available at: http://www.isbn-magazine. com/web-exclusive/jack_wills/index.html [Accessed 07/06/2014] “In March 2014, the amount spent in the retail industry increased by 3.9% compared with March 2013 and by 0.3% compared with February 2014. Non-seasonally adjusted data show that the average weekly spend in the retail industry in March 2014 was £6.7 billion compared with £6.6 billion in March 2013 and £6.5 billion in February 2014.”

Office for National Statistics [Online] Available at: http://www.ons.gov.uk/ons/rel/rsi/retail-sales/ march-2014/stb-rsi-march-2014.html [Accessed on 08/06/2014] “Jack Wills have enjoyed phenomenal growth, from £20m turnover in 2007 to in excess of £100m today.”

QUANTIV. [Date Unknown] [Online] Available at: http://www.quantiv.com/customers/jack-wills/ [Accessed on 23/05/2014] “The value of internet sales as a proportion of total retail sales rose from 2.7% in January 2007 to 11.1% in January 2013. In December 2013, average weekly internet sales peaked at 8.1 billion.”

RHODES, C. [05/06/2014] The retail industry: statistics and policy [Online] Available at: http://www.parliament.uk/briefing-papers/SN06186/the-retail-industry-statistics-and-policy [Accessed on 08/06/2014] “In April 2014, consumers in the UK spent around £27 billion. For every £1 spent in the retail sector (online and in shops, but excluding petrol stations), 47p was spent in food stores and 46p was spent in non-food stores. The remainder was spent in other types of retailers, such as market stores or mail order catalogues.”

RHODES, C. [05/06/2014] The retail industry: statistics and policy [Online] Available at: http://www.parliament.uk/briefing-papers/SN06186/the-retail-industry-statistics-and-policy [Accessed on 08/06/2014]

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WEBSITES ISBN MAGAZINE, DATE UNKNOWN [Online] Available at: http://www.isbn-magazine.com/web-exclusive/jack_wills/index.html [Accessed on 07/06/2014] CHAHAL, M. [22/01/2014]. How UK and US consumers’ spending habits differ [Online] Available at: http://www.marketingweek.co.uk/trends/trending-topics/consumer-behaviour/how-uk-and-us-consumers-spending-habits-differ/4009085.article [Accessed on 02/06/2014] RHODES, C. [05/06/2014] The retail industry: statistics and policy [Online] Available at: http://www.parliament.uk/briefing-papers/SN06186/the-retail-industry-statistics-and-policy [Accessed on 08/06/2014] MARKETLINE [FEB 2012] Apparel Retail in the United States [Online] Available at: http://lgdata.s3website-us-east-1.amazonaws.com/docs/530/467338/apparel2012.pdf [Accessed on 07/06/2014] JACK WILLS OFFICAL WEBSITE [Online] About Jack Wills. Available at: http://www.jackwills.com/engb/about-jack-wills [Accessed on 06/06/2014] WIKIPEDIA, [08/06/2014]. Jack Wills [Online] Available at: http://en.wikipedia.org/wiki/Jack_Wills [Accessed on 08/06/2014] JONES, L. Unknown Date. What are the 8 P’s of marketing [Online] Available at: http://marketing-and-branding.knoji.com/what-are-the-8-ps-of-marketing/ [Accessed on 07/06/2014] VERNON, P. [9/05/2010]. Jack Wills: the Sloane Ranger rides again [Online] Available at: http://www. theguardian.com/theobserver/2010/may/09/polly-vernon-jack-wills-preppy-fashion-teenagers-success [Accessed on 02/06/2014] HOLLAND, T. [11/10/2013]. Did you know... Jack Wills’ rapid growth has hit its balance sheet [Online] Available at: http://www.retail-week.com/did-you-know-jack-wills-rapid-growth-has-hit-its-balancesheet/5053728.article [Accessed on 09/06/2014] GOLDFINGLE, G. [28/10/2011]. In focus: Jack Wills [Online] Available at: http://www.retail-week.com/ in-focus-jack-wills/5030592.article [Accessed on 03/06/2014] BETTS, A. [13/03/2014] The UK and US digital markets: consumer culture, differences and commonality [Online] Available at: https://econsultancy.com/blog/64508-the-uk-and-us-digital-markets-consumer-culture-differences-and-commonality#i.8cn9lp16gheh8y [Accessed on 29/05/2014] WILLIAMS, R. [02/04/2014]. US smartphone usage nearing UK levels [Online] Available at: http://www. telegraph.co.uk/technology/mobile-phones/10738727/US-smartphone-usage-nearing-UK-levels.html [Accessed on 28/05/2014] BRANDBRIDGE. [02/05/2014] BRANDBRIDGE FASHION: JACK WILLS [Online] Available at: http:// www.thevalueengineers.com/2014/05/02/brandbridge-fashion-jack-wills/ [Accessed on 28/05/2014]

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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 ______________

Extension granted until hand in date: 20/06/2014

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