Jack Wills is best described as the British Abercrombie & Fitch. If you don't know Abercrombie then just think preppy, preppy, preppy - American football team, chiselled jaw lines and ripped torsos. Jack Wills is definitely a British brand, but the preppy peppiness is very American. The branding is obvious and, unlike the brand's aspirations of classiness, it is rather crass and gaudy. Some of the products are nice, especially the girls' clothes, which are cuter and more subtle than the boys'.
The clothes are expensive, which is kind of the point. The quality is pretty good, but I'd rather buy Diesel or Levis jeans for £98. However, people who wear Jack Wills want you to know a) that they're wearing Jack Wills, and b) that the Jack Wills clothes they're wearing cost Jack Wills prices
To give the store its props, the layout is very nice and the attention to detail in the window dressings and the internal displays is highly commendable.
I personally prefer brands that focus on quality rather than obvious branding, but there are one or two Jack Wills products that I'd buy: so long as it didn't look too Jack Wills. But I guess I'm not their target market?! read more