Impact Asia helps Jack Wills with PR push before Hong Kong debut

Jack Wills, a premium British clothing brand aimed at university students, opened its first store in the UK in 1999. Since then it has expanded to a chain of 49 stores throughout the UK, and 10 stores in the US. The company will launch two Jack Wills stores in Hong Kong; both are scheduled to open in early December 2011.

Impact Asia will activate a strategic campaign to boost profile for the brand ahead of the launch.

“We chose Impact Asia as a partner because they understand our brand and our culture,” commented Olly Finding, head of marketing, Asia and Middle East, Jack Wills. “They demonstrated valuable insight in to the Hong Kong market and solid ideas to help us drive awareness quickly.”

Jack Wills has a contemporary twist on British heritage and culture and reflects an eccentric style, drawing design inspiration from British history, sporting traditions and country pursuits.

Reported in The Guardian in April, an ad campaign by clothing brand Jack Wills has been banned after complaints that the use of scantily clad models depicted a "hedonistic university lifestyle" that was unsuitable for young teenagers.

Jack Wills brands itself as "the original university outfitters" in the UK.