The Background
Aubin & Wills is a ‘spin-off’ brand, launched by Jack Wills in September 2008. The label is aimed at a maturer range of customers than Jack Wills caters for. Jack Wills was founded in 1999 by Peter Williams and Robert Shaw, the former who named the company after his grandfather, Jack Williams. The original store was in Salcombe, Devon located at 22 Fore Street. This original address is often written into the Jack Wills handbook, clothing labels and in-store signs.
The Aubin Gallery & Cinema
On the 20th May 2010, The Aubin Gallery was launched, situated on the top floor of the Shoreditch branch, is a new collaborative effort between Aubin & Wills and British artist and curator Stuart Semple. The program will feature various guest curators, new art talent and in-house art projects to create a “unique inter-disciplinary platform”. The 7,500 sq. ft. concept space also includes The Aubin Cinema which is run in collaboration with the members club Shoreditch House to contribute a new social hot spot in East London’s Redchurch Street.
There are currently 8 stores:
Brighton
Bicester Village
Edinburgh, Scotland
London, Covent Garden
London, Selfridges
London, Marylebone
London, Notting Hill (flagship store)
Shoreditch
There is also an online store offering mail order to customers who are unable to reach a retail store. Aubin & Wills offers both male and female ranges, as well as a homewares section.
Target Audience
The label is aimed at a maturer range of customers than Jack Wills caters for, namely ages 25–35, who have recently graduated from higher or tertiary education and are in full-time employment. Our target market is 25-35 year old young successful individuals looking for individual effortlessly cool, exclusive clothing.
The Creative Challenge
My concept is ‘The Aubin Collections’ where Aubin & Wills collaborate with up and coming designers to create a limited edition clothing or homewares collection. I will be the up and coming designer. Not only will I need to collection of t-shirts and homewares. I’ll also need to create a fully integrated marketing campaign. This will include direct mail, PR, web, advertising, window displays and events / promo launch. My idea should show how you would promote the collection using various channels to reach our target audience.
Creative Requirements
You are free to respond and create communication or content in any combination of mediums you wish. We are open to new ideas, as long as you can fully demonstrate how your work will promote the collection across various channels, you’re well on your way!
Mandatories and Brand Guidlines
Using Aubin & Wills logo and Danby fox on all elements created.
