ABOUT

Wills Own is a brand that I have created based on the Jack Wills Stores, It aims to bring a new client base, which is; Young men who are interested in fashion and music. There was a website that was created for the brand Wills Own, social media pages such as facebook and instagram. The photos are all captured by me, I photographed various bands such as Blossoms, Sundara Karma and Delamere.

The objective is to embrace a realistic perception of student life, for the brand to be young and fresh and new attitude compared to the preppy Jack Wills. The new sister brand and pop up store should give you the feeling of an urban, unique environment. The target audience will be working class students who have an interest in music and fashion; they will be in the 16-25-age bracket and will want to come into the store because they have seen it advertised at gigs and places that they ‘hang out’. The brands main competitors will be Doc Martens, Urban outfitters and Pretty Green.

The demographic will be brand new steering away from the ‘preppy’ prestigious university look that Jack Wills normally goes for. It will represent an un-traditional and rebellious style and the focus will be on music and a real students life in Britain. The new sister store to Jack Wills will have a ‘cool’ vibe and will be based in Liverpool and Manchester because these cities are associated with the music scene. The brief here was to generate a new revenue via a sister brand of Jack Wills for a new demographic.