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Pricing strategy

Marketing strategy

  • Mid-range/higher pricing

  • Not affordable to everyone

A Jack Wills advert

A Jack Wills store

  • Conventional advertising is not used

  • Viral marketing

  • Social media

  • Handbooks

  • Sponsored events

  • Stores located in affluent university towns

Target customers

  • Middle upper-class students

  • Universities, secondary schools, college

  • 16 to 24 years old students

  • Posh & preppy dressing

Fabulously British !

Products on the French market

Competitors in Lille

  • Traditional English clothes at first

  • Conventional clothing

  • Home & accessories if success

French Strategy

  • Abercrombie & Fitch

  • McGregor

  • Vicomte Arthur

  • Diesel

  • Calvin Klein

Presentation of the brand

Evolution of the brand

  • Strong identity built in few years

  • Rapid international expansion

  • Stores in the US, in Asia and the Middle East

  • Future stores in Japan

  • International purchase from the website

  • 2011 profits at £10 million

Keep the model :

  • Same logo, same motto
  • Idea of the ideal life
  • Target upper class students: business schools, the catholic university
  • Store located in the "Vieux Lille"
  • Preppy fashion clothing retailer

  • Home & accessories

  • Founded in 1999

  • 1st store in the UK

  • 60 stores within the UK and Ireland

"Jack Wills reflects English heritage and style"

Key products

  • Traditional British clothing

  • Design inspired from the British military history, country sporting traditions and the Old England preppy feel

Jack Wills

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