Jack Wills
Direct
Indirect
Competition
Competition - Direct
Abercrombie & fitch is an American brand with a similar target market as Jack wills.Their customers demographic is 18 -24 years olds. It was established in 1892 by David Abercrombie. The brand was influenced by outdoor sports hence the similar casual preppy clothing as Jack wills .
The brand is jack wills competition because they have similar products, casual and smart wear that is isnpired by preppy style. The produts have a similar vintage inspired range of t-shtirts and hoodies for both their male and female customers . One would argue the only difference is the name and fit thats wtitten on their products.
Both brands are casual luxary brands but one of the avantages that Abercrombie & fitch has over Jack wills is that they are well established as they have been trading for 123 years.
They also have 400 shops in the United states,dominating the market and making the brand well known. Jack wills curently has 13 stores.
Abercrombie & Fitch went public in 1996, something which Jack Wills intended to do this year.
Strengths: 400 stores in the United States, Japan, Italy and Canada. Most of their stores are in America so they have a big retail market share.
Being on the New York Stock exchange gives the brand an added advantage. ANF currently trading at $22.67 , in 1996 their share price was $16.
The brand also owns Abercrombie Kids & Hollister which is a serious competitor of Jack Wills.
Abercrombie & Fitch have annual fundraising events for charity. This gives the brand a good image. In particulr the "No Bullying " campaign helps the brand connect with young people and gives it a platform in schools and colleges which is the demographic of their customers.
A&F Cares, aseparate website by Abercrombie is used to promoting , diversity , philanthropy and sustainability. The website aslso highlights the brand's achievements on the topics mentioned above.
Abercrombie & Fitch have a scholarship program promoting education , the brand and American values .
Weaknesses: The brand's UK products actually cost more than the American products.
Opportunities: Abercrombie & Fitch could take advantage of celebrity influence in the fashion industry and do collaborarions with celebrities.The brand could aslo expand its reach by opening stores in Asia and the middle east.
Threats:One of Abercrombie & Fitch's main threats is counterfeit products.
Competition- Indirect
Topshop & Topman are one of the indirect competitors of Jack Wills. The brands, which are part of the Arcadia group at first glace do not look like Jack Wills competitors but in actual fact they are because they also carry their own range of preppy clothing and Jack Wills customers are also likely to shop at Topshop or Topman. Their targer consumer is between 18 & 35 which includes Jack Will's customer demographic.
Strengths: Topshop has several concessions which give their customers a wide viriety of products.Some of their concessions produce clothing that is similar to Jack Wills.
The fast turn around means that topshop can produce an item similar Jack will's in a short space of time.
Topshop has 500 stores in countries thats Jack wills has not yet expanded into , places like Australia, New Zealand, Canada , South Africa Brazil, to mention but a few. This means if Jack wills opens stores in these countries they will be competing against a global brand that is well established.
Topshop fashion week give the brand an advantage over Jack Wills
Weaknesses: Customers have no brand loyalty. They shop in many other shops and not excusively at Topshop or Topman. The brand's clothing is not easily reconizable where as Jack Wills's branding makes it obvious due to the colors that are associated with the brand as well as the logo and brand name that is used on most of their clothing. Topman & Topshop do not have t-shirts that are written Topshop or have their logo on the front.
Opportunities: Topshop could do more celebrity collaborations and have their clothing produced in the UK.
A student grant program could give the brand a different and effective way of advertising and interacting with their target age group.
Threats:They have to constantly keep up with competition of existing brands as well as new brands entering the market.