Jack Wills: Still Reaching Their Target Audience?

I used to be an avid Jack Wills shopper, and going to high-school in St. Andrews didn't help with the obsession. Jack Wills had opened their new store in the perfect location. Mingling with St. Andrews University students, the 'wannabe' school pupils also opted into the brand. 

 I guess the clue for their target audience is in the name, 'University Outfitters', but I personally feel that Jack Wills are losing their original consumers.Their stores are mainly located in university cities, but is the love of Jack Wills beginning to fade for students? 

Firstly, the 'Fabulously British' store is not cheap  to buy from, and as most of us know, students don't exactly have a lot of money to splurge on designer/brand products. 

Any students that I know personally would feel that buying an item of clothing from Jack Wills would be  an investment, and they would much rather save their money for a crazy night on the town...well maybe that's just my friends! 

Looking at other online forums, Jack Wills are widely associated with the stereotypical 'preppy, private school kids', much like their American counter-parts 'Abercrombie and Fitch'.  These companies aim to sell their products to people who wants to achieve the perfected look that Jack Wills models portray e.g. flawless complexion, skinny build, perfect hair. It is this group of aspiring people that they sell their products to.

 Yesterday, I saw a Facebook image of four girls, age 13, posing head-to-toe in the brand, holding their staple JW carrier bags. Working weekends in St. Andrews, I see many under-16's strutting their stuff  in Jack Wills apparel.

This is one of the main reasons I stopped buying into the brand. Watching kids wearing the clothes that are supposed to be designed for people my age is off-putting, especially when their petite sizes fit kids that have not yet reached puberty. 

Another reason I believe that Jack Wills are not reaching their target audience is from a recent trip to a bar in Aberdeen. I watched a guy cross the bar in an over-sized JW hoodie, but as he turned around, I noticed he had a full sleeve tattoo and tunnels in his ears. Now I know for certain that isn't the type of customer Jack Wills intended to attract. 

Looking at Jack Wills most recent store catalogue, they are really emphasising the whole aspect of university, by putting together 'looks' that are associated with the university lifestyle, these include; "Campus Casuals", "The Coffee Run" and "Friday Formal". 

I've also noticed they have started to offer 15% discount to university students providing an NUS card. 

They have also decided to hit the American market by opening stores and sponsoring the Yale vs Harvard sporting events. 

Best of British luck! 

Regan x