Although it may look like there are college students who have taken over a Newbury Street store front to party, don't get too confused just yet. Jack Wills is a new, "fabulously british", company that has made the transition from Europe to begin widespread Prep love to the US, starting in Massachusetts. In previous years they have established stores on both of the Massachusetts Islands, Martha's Vineyard & Nantucket, but now there is a 3 story Jack Wills store in Boston's premiere shopping destination. The interior decor is so perfect for the niche market they are trying to target. They only care about 18-21 year olds, and discourage others from wearing their clothing. It may seem a little out there to some conservatives, but I find it to be refreshing and honest. Jack Wills knows their target market and how to get the best of it.
Newbury Street Store Front, Boston
Women's & Men's Clothing, 2 of my favorite picks
I love their clothing hands down. Although it may seem a little pricey, compared to competitor Ralph Lauren Rugby or other leading brands, their prices are set appropriately, (see! I did learn something from microeconomics last semester). In fact, Jack Wills wants your to love their clothing just as much, and for this reason they hire Brand Representatives. This position may be unpaid, but its free Jack Wills clothing to wear and forth promote the brand and image of who a Jack Wills consumer is, aka fabulously preppy. The reason why I am currently so obsessed with this company, is because I have recently found out about their "seasonaire" positions. These are people who are hired to be at the best parties, sent on trips to Aspen/Vineyard, attend Ivy League sporting events, ALL FOR THE SAKE OF COMPANY RESEARCH ! The company puts a lot of time in to research and development to fully understand the lifestyles of the people they are trying to reach. I think it is clear through their marketing and brand thus far they are doing a fantastic job. Although I do think they could go even further, there are many untouched markets rich in preppies who would be dying to know about this company. I look forward to seeing where they take this company. Currently I am looking to pursue a degree in marketing and brand management, is this position perfect for me or what?! If only now I could figure out how to apply.
More Pictures of Newbury Street Store, Interior
Jack Wills Jeep, spotted at many promotional events
I think my goal by the end of the summer will be to get a picture with the Jack Wills Jeep.
Watch out Lilly, you will always have a place in my heart, but Jack Wills is making moves.
Me with the Lilly Pulitzer Jeep in Nantucket, Summer 2010