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All information presented here is the students opinions based on answering a particular brief.
Team Members:
Eilee Ezatpour
Emma Hunt
Lydia Moxham
Lauren Spenceley
Keywords
- Refocus
- Innovations
- Legacy
Summary
Established in 1999, premium high street brand Jack Wills rapidly rose in prestige for its strong British heritage values and iconic branding. In recent years, the brand has declined, losing their desirability, evident in its confused marketing strategies, adverse consumer perceptions and the widespread store closures. Therefore, it is recommended Jack Wills refocus their brand. By reframing on their true target market, they can meet consumer needs. Driven by their legacy, focuses on innovation and improved internal business operations, they can deliver exciting, seamless and memorable consumer experiences. Jack Wills is recommended to invest in sustainability strategies, delivering them in exciting ways to engage their Gen Z audience..