Documente Academic
Documente Profesional
Documente Cultură
Group members:
Wong Hoi Ming Amanda 3035052715
Choy Hong In Connie 2012517952
Chiu Ho Ting Edwin 3035048817
Lee Joo Youn Susie 2012548169
Mak Ho Yin 3035050470
Executive Summary
Jack Wills is a mid-range British clothing brand aimed at
university students. Easily recognized by its iconic Pink and
Navy stripes and the Fabulously British title, the inspiration
behind the brand is clear and obvious to offer British heritageinspired goods.
Jack Wills is aggressive in executing its expansion plan. Within 2
years, 3 stores have been opened in the Hong Kong district. The
rapid expansion not only proved the companys strong foothold,
but also its rocketing popularity within the Asia Pacific Region.
However, at the meanwhile, threatened by the intrusion of other
foreign labels, like Abercrombie & Fitch and Hollister, Jack Wills is
facing a more fierce competition. In order to stand out above the
rest, it is necessary for Jack Wills to differentiate itself from its
competitors while maintaining its strengths.
This report explores the current marketing strategies of Jack
Wills. The objective of this report is to investigate the companys
unconventional marketing tactics through an in-depth internal
and external marketing analysis, which focuses on four major
perspectives: target market, market trend, 4Ps model and SWOT
analysis.
Based on these four perspectives, it is seen that the current
marketing strategies lack foresight as tactics fail to adapt to the
changing trend and customer groups. We recommend Jack Wills
to introduce strategic changes and maintain its comparative
advantage to cope with the current loopholes, such as
negligence of the potential customers and lack of advertisement.
Acknowledgement
We would like to take this opportunity to express profound
gratitude and deep regards to Mrs. Catherine Gillies, the Hong
Kong based Brand Marketing Executive of Jack Wills for her
cordial support, valuable time and information, which helped us
in conducting an in-depth analysis
Table of Content
Executive Summary
Acknowledgement
1. Introduction 3
1.1 Background of Jack Wills
3
1.2 Preview of the Scope and structure of the report
2. Methodology 4
3. Analysis of Jack Wills current marketing strategies
3.1 Overview of current strategies 5
3.2 Target Market
15
5. Recommendations 15
Appendix 1
20
Appendix 2
20
References
21
1. Introduction
1.1 Background of Jack Wills
Jack Wills is a premium British clothing label mainly targeted at
university students. Founded by Peter Williams and Robert Shaw
in 1999, it has always aimed at reflecting the UKs rich heritage
and style through its fabulously British, authentic but relevant
university outfitters. Currently, Jack Wills has a chain of 78
stores, serving 5 different areas, namely the UK, Ireland, USA,
Hong Kong and Kuwait.
Though being well known as a fashion brand, the company offers
a wide variety of products, ranging from clothing to home wares
like stationery, fragrances and furnishings. Unlike other fashion
labels, Jack Wills does not use a conventional advertisement
model, instead thriving on word of mouth and viral marketing.
Such distinct approach is tailored to the lifestyle brand as
marketing strategies are implemented at a personal level. Take
the Seasonnaires programme as an example, it allows the
company to reach out each customer, which fosters customer
retention and loyalty.
2. Methodology
In order to facilitate the marketing analysis of Jack Wills, 3
main methods are used to gather relevant information.
To begin with, knowledge on companys background, marketing
activities and price ranges are searched on the Internet, mainly
from the official Jack Wills website.
Since in- depth information cannot be collected online, we
conducted an interview with the marketing director of Jack Wills.
This fosters our analysis as it offers intimate knowledge on not
only the details of the marketing strategies itself, but also the
rationale and difficulties encountered when they are put into
practice.
Customers from vary age groups are also surveyed for a
comprehensive appraise of Jack Wills marketing effort. The
study is to show the effectiveness of the current plan within each
age group, which helps us to give recommendations concerning
its defects.
Data obtained from the Jack Wills Hong Kong Brand Marketing Executive
3.3.1
Areas covered: UK, Europe, US, Canada, Australia, New Zealand, China, HK,
Japan,
Philippines, Singapore, Taiwan, Thailand, Kuwait, U.A.E
4
3.3.2
3.3.3
Product
3.4.2
Price
Price range
(HKD$)*
Average
Price**
Dress
395.87
896.98
646.43
Jeans
496.09
596.31
510.43
Hoodies
596.31
596.31
245.54
596.31
266.19
11
Dress
710 - 820
723.46
Jeans
710 1,370
816.88
Hoodies
620
620
T-shirt/Shortsleeve
270 - 640
314.21
3.4.3
Promotion
3.4.4
Place
13
14
3.5.1 SWOT
*
Popular boy band One Direction from United Kingdom wears Jack Wills very
often while facing the press, and this provides free advertisement for Jack
Wills to the teenagers.
**
15
4. Conclusion
The report conducts a thorough internal and external analysis of
Jack Wills marketing strategies. In a nutshell, the current
strategies are well implemented but lack foresight. As long as
the brand can get rid of its rigid conceptions and make changes,
effective tactics can be applied to serve the more diversified
customers and ever-changing market trend.
5. Recommendations
Place advertisement through mass medium
Currently, Jack Wills refuses to place advertisement, as they
want to maintain a lifestyle brand image. However,
advertisements are undoubtedly important in raising a brands
recognition. Thus, to have it in both ways, we suggest placing
advertisement in 2 major media, with each target a particular
customer group. For teens, we suggest placing advertisements
on social network like Facebook and Twitter, which has been
proved to positively influence ones purchasing behavior 8. For
potential customers, who are mainly middle class working adults,
we advise placing advertisement on high-class popular
magazines like TIME Magazine. This serves both functions: to
promote the brand and maintain a luxury lifestyle brand image.
16
Mobile app
Smartphones and tablets have become a vital part of ones
everyday life and apps for all platforms are growing. Data has
also proved that the number of mobile shoppers has rocketed 9.
Therefore, instead of only creating a handbook app for US and
UK, the brand should create an international accessible free
shopping application for customers worldwide.
Free Shipping
Free standard delivery should not confine to UK only. Though its
impossible to offer free shipping to every single order due to
high cost, Jack Wills should offer free standard shipping to
patrons outside UK whenever they spend a certain amount e.g.
100. This helps in capturing potential markets like China and
Thailand where stores are nowhere to be found.
17
18
19
Promotional pricing
Because majority of the consumers perceive Jack Wills products
to be overpriced, it is recommended that Jack Wills implements a
promotional pricing strategy aimed at different age groups.
Appendix 1
21
Appendix 2
References
Jack Wills. (n.d.) About Jack Wills. Retrieved April 10th 2013 from:
Jack Wills
http://www.jackwills.com/en-gb/about/about-us/about-jackwills/
Abercrombie & Fitch. (n.d.) Price information. Retrieved April 10 th
2013 from: Abercrombie & Fitch
http://hk.abercrombie.com/webapp/wcs/stores/servlet/Store
View?catalogId=10901&langId=-1&storeId=15108
Bronson, P & Merryman, A. (2009, Nov 11). Why Teens Care So
Much About Clothes. Newsweek- The Daily Beast. Retrieved
from:
http://www.thedailybeast.com/newsweek/blogs/nurtureshock/2009/11/11/why-teens-care-so-much-aboutclothes.html
Emerson, L. (2012, Apr 11). Spending rises among upper-income
teens:
22
23