British clothing brand Jack Wills appoints Etymon for awareness in Hong Kong

Jack Wills opened its first store in Hong Kong in December 2011, with Cohn & Wolfe-impactasia supporting its market entry from Q4 2011 to Q1 2012.

Since then, the brand’s in-house team has handled its own PR. The brand now has three stores in the city, including one that opened last month in Kowloon.

Etymon will provide ongoing strategic counsel on PR and communications for Jack Wills, to build and strengthen media relations with traditional press and fashion and lifestyle bloggers, and support its Facebook campaign. The new agency will start its service immediately to create a buzz around Jack Wills' summer collection.

Betty Ng, founding partner and executive director of Etymon, told Campaign Asia-Pacific that her team's rich experience in fashion and lifestyle, and its strategic intelligence in social media was its edge in winning the business.

Georgeana Fung, the agency's founder and CEO, was previously head of advertising and communications for Chanel and publisher of Marie Claire. The agency has also worked for luxury brands Chanel, Cartier, Chloé and Christian Dior; apparel brands such as Toppy, EQ:IQ, Joan & David and Marks & Spencer; and beauty brands such as SKII, Max Factor, Neutrogena and Elizabeth Arden.

Ng added that online influencers are as important as traditional press. She said Etymon has built a solid relationship with a number of lifestyle bloggers.

Jack Wills’ key customer demographic ranges from college students to people in their early 30s, said Ng.

This demographic is spoiled for choice for fashion in Hong Kong, with most major international brands having a market presence in the city. Abercrombie & Fitch, Hollister and Ted Baker have a presence, and edgy British fashion chain Topshop will open up its first shop, in Central, in May. And this is not to mention a host of other wallet-friendly, fast-fashion giants such as H&M, Zara, Mongo, Bull & Bear and Uniqlo.

Jack Wills, with the registered trademark of "Fabulously British", aims to produce high-quality goods that draw heavily on British heritage, style and culture, according to the company.