JACK WILLS AIMS TO MOVE PAST ITS POSH IMAGE

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Imagine a private jet packed with influencers enjoying free champagne and sushi at 30,000 feet, heading to an Ibiza party villa. This lavish affair wasn’t a Boohoo-sponsored trip but orchestrated by Jack Wills, known for its preppy style like navy gilets and ‘FABULOUSLY BRITISH’ hoodies. Surprisingly, Jack Wills is trying to distance itself from its posh image. The big question: Can it pull it off?

Between 2008 and 2016, owning a brand with a logo featuring a pheasant in a top hat symbolized “dressing cool” for some teens. Founder Peter Williams once explained the brand’s ethos, aiming to capture the essence of British university life. Initially tied to elite institutions like Oxford and Eton, Jack Wills thrived on the allure of being the outfitter for the posh, privately educated crowd in the 2010s.

Their pastel rugby shirts became a status symbol, closely associated with those with double-barreled surnames. However, as the brand expanded, it transcended elite circles, becoming a holiday wishlist item for students across the board.

In the following years, Jack Wills faced harsh times, failing to adapt and ultimately going into administration in 2019 due to significant operating losses. Sports Direct’s CEO, Mike Ashley, swiftly acquired the brand, now sold alongside sportswear giants like Adidas and Nike in Sports Direct stores.

This shift marks a stark departure from Jack Wills’ previous positioning, notes trend expert Andy Barr. The brand is racing to distance itself from its posh image by launching new clothing styles and engaging in influencer campaigns with British TikTok personalities to attract fresh audiences.

Their recent rebranding efforts follow the controversial “IT’S A VIBE” campaign, which received substantial online backlash. One ad displayed on the London underground featured black models in a house party setting. Given the brand’s history of excluding people of color from its image, attempting to embrace black culture for a brand revitalization was met with suspicion by many.

In response to criticisms of exclusivity, Jack Wills shifted gears, hosting a lavish event called the ‘Jack Wills Ibiza House.’ They flew in prominent British and Irish TikTok personalities, including Grace Barry (2.2 million followers), Max Balegde (1.9 million), Moyo Ajibade (2.1 million), and Kate Elisabeth (500k), on a private jet. This move aimed to pivot towards a more inclusive approach after facing scrutiny for alienating certain demographics in the past.

The ‘Jack Wills Ibiza House’ event resembled a Love Island setup, according to Chiara King (2.9 million followers), one of the invited creators. She described the experience as surreal, akin to being on another planet, flying on a private jet and indulging in champagne. King noted that Jack Wills provided outfits exclusively for the influencers, praising the improved quality and youthful yet classic style.

Regarding Jack Wills’ elitist past, King highlighted the shift towards a more diverse image by involving influencers and content creators compared to the brand’s previous use of models. However, despite these efforts, it’s worth noting that the clothing available on the Jack Wills website only goes up to a UK size 16. King emphasized that diversity was present due to collaborations with TikTokers, social media personalities, and YouTubers, emphasizing that this approach involves individuals from various backgrounds, portraying a more relatable image.