Marketing
The brand’s ranges are given a ‘public school’ and ‘preppy’ branding, as the Jack Wills pricing strategy means the clothes may not be considered affordable to everyone. Jack Wills feature sports-oriented, collegiate branding, for example apparel relating to polo, rugby, and also rowing, such as the J.W.R.C (Jack Wills Rowing Club). Jack Wills' "University Outfitters" title reflects its target market: university students. However, the label is popular in both Secondary schools and colleges. The brand does not use a conventional advertising model, instead relying on word of mouth viral marketing. This is often stimulated by the events they hold such as the Jack Wills Varsity Polo, JW Unsigned and JW Seasonnaires. In April 2011 the ASA upheld complaints about the Jack Wills 2011 Spring Term Handbook. The handbook contained some controversial images of young adults in a state of undress. In their ruling, the ASA said that "we concluded that the catalogue was sufficiently provocative as to present a risk to younger teenagers." A previous campaign in 2009 had also produced complaints but escaped a ban.
Read more about this topic: Jack Wills