Competitors profile (JACK WILLS)


Introduction 
Jack wills were established in 1999, founded by Peter William and Robert Shaw. The brand was known for its British lifestyle branding. Where as Abercrombie & Fitch is an American brand founded 1892. Both brands have a similar target market of 18-24 college/ university students.  

Marketing mix 
Products 
The products range from casual wear (jumpers, hoodies, sweats), too smart (blazers, shirts). Having a range of accessories, shoes and bags to help with sales. These product changes within seasonal change.  By achieving the range of products it allows them to gain more sales for the brand. These Products are similar to what Abercrombie & Fitch are currently selling, but the success rate is different. The brand identity for A&F is not as strong, due to the change in logos, whereas for Jack Wills, the signature logo of the stripes is what makes them stand out. 
Price 

The prices for Jack Will's products are very much similar Abercrombie & Fitch, but when looking on the sales Jack wills are much cheaper to be viewed. There are products that A&F have but Jack Wills is much cheaper. Such as the legging below. Where they have similar styles but the A&F price is too high to begin with and the sale price is still overpriced for the target audience. This is where Jack wills are getting the advantage of gaining more customers.


Promotion 
Jack wills have a similar method to Abercrombie & Fitch, using social media to interact with the right audience, where communication and feedback is easier to achieve. 
Place 
Jack wills are operating internationally in the UK, Ireland, USA and Hong Kong and has been a success in the online business as they are operating Internationally in Europe, Japan, Canada, Australia etc.  

Social media campaigns 
Jack Wills have taken advantage of the use of social media and use it more as an engagement to their audience rater than showing endless images of their products. The brand has shown a variety of images of popular Instagram influences as a method of promoting the seasonal changes to the brand. The platform they have used to increase the engagement is Takumi, which is a instagram creating campaign such as Jack Wills sports range launch which has been shown to boost the brand's followers. The brand was able to produce a high ‘visual, authentic assets’  to reach over 1 million followers, 29,600 like and 750 comments, increasing the engagement rate at 2.99%. The more they have used Takumi the more engagement they have achieved, as the second time they have an increase of engagement rate if 3.59% and the current highest engagement rate is 4.21%. This engagement has been successful for other launches such as swimwear and different styles e.g. Trench coats. Using instagram and influences has been a big part of fashion as it is what Generation Z is known for. 
This is one of the recommendations that could be used for Abercrombie & Fitch Instagram, this is due to how increasing it would be for them to start engaging with the audience. As currently with the instagram they have not used it to the potential they could off. 

Campaigns 
Jack Will realises the seasonal campaigns promoting the new style ranged that is going to be out, creating videos on YouTube as promotions. Using seasonal campaigns have set them out for success as it not just the clothing, but the fun, friendship they share with their consumer. Allowing Jack Wills to gain the correct consumer. 
The campaigns are also released for fitness for both men and women, supporting their new sports clothing launch. To gain a new insight into a different market. The campaign had been promoted by using PR and influencers, which is key to their new way of promoting as its their method of gaining customers.
Campaigning in an efficient way is something Abercrombie & Fitch have been good at, the use of making it. Stand out and showing the brand for the target audience is effective. However, marketing it with influencers is something that hasn't been seen and has not allowed them to get the correct publicity for the brand as they have done with Hollister. 

Visuals of the brand
Showing the social media, campaigns and outfits. 






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