Lime green undies

Vacationed in Nantucket this summer? Perhaps you came across a tall blonde girl clad in lime green undies with a pink stripe at the top. Perhaps you also encountered a large group of high school or college aged people receiving this undies, putting them on, and taking a picture. Seems like a strange thing to do on a summer vacay but hey, you never know these days.

What are these undies all about? That is exactly what the clothing line, Jack Wills, wants you to ask. And nope, Jack Wills is not a lingerie or undergarment store. Rather, it is a British store known for its preppy, boarding-school image. Urban Dictionary explains Jack Wills as,

The Quintessential British Preppy Brand
A clothes brand, the british alternative to Abercrombie and Fitch but much more exclusive to those who can afford it. JW has a rock solid, traditional British heritage, inspired by vintage sportswear, beachwear and classic British public school style. It is the epitome of British preppy cool. Customers who are mainly sloanes and preps are unarguably beautiful and sexy. They are the popular guys and girls in class. They are confident and they ooze effortless style. They adore a hedonistic party. And they are ever so, ever so laid back. It is the complete opposite to anything remotely chavvy such as adidias or lonsdale.

What is a sloane? Or Lonsdale? Really, it is irrelevant, because Jack Wills has turned to a new market. Who other than the young, bold, Generation X, right here in America? Let’s take a look…

Seriously, this video might as well scream murketing. I mean, who wouldn’t want to be a JW Seasonnaire. They definitely got me on board. An internship to live at the Jack Wills house, in beautiful, sunny Nantucket for the summer? (There’s a Jack Wills house?!) Opportunities to party in LA and the UK at a sponsored party? Handing out neon underwear on the beach all day? (Admittedly, this part could get a little weird.)

But, you get my point. Jack Wills is targeting their new potential consumers at all angles, including plopping themselves smack down in the middle of arguably one of the preppiest places in the U.S. and claiming it as their murketing territory. Wealthy, preppy summer vacationers are exactly the people Jack Wills hopes to gain as loyal brand wearers.

Even further, Jack Wills is encouraging these potential consumers to work for, and with, Jack Wills to promote not only awareness but also a certain image of what it means to wear the brand. By inviting these adventure-minded, party-ready young adults to “work” (walk down the beach all day) for the brand, Jack Wills is not only marketing to those the workers will interact with, but is also using this internship as a platform to attract and entice people to be an integral part of their brand image, and thus create an intimate bond and loyalty to the brand. By allowing consumers to be a part of the process of marketing, Jack Wills is capitalizing on Generation X’s desire to be active consumers, directly involved with the brands they choose to be part of their identity. Those who work for the brand will most likely feel very connected to their lime green undies.

If you ask me, its genius.

(And what, by the way, has Jack Wills been up to in this colder weather? Ah, it has smoothly transitioned from summery Nantucket to sophisticated Newbury Street, sponsoring an “exclusive” party to celebrate the opening of the new store. Check it out.)

Advertisements

Leave a comment

No comments yet.

Comments RSS TrackBack Identifier URI

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s