Preppy perfection comes at a price compared with high street rivals.
Clothing multiple - Intu Trafford Centre Manchester, first floor
Trimmed with white and green garlands, and featuring images of fresh-faced girls in meadows, the Jack Wills windows channels the joys of spring. Inside the shopper is transported to a country house, referenced by the large chandelier, sweeping staircase and parquet flooring. Pretty and classic, the product complements this theme, from cable-knit sweaters in coral and cream (£59.50) to the blue tweed Austerberry blazer (an expensive option at £179) in a “British equestrian fit”. The shop has a good selection from the wider range, mixing collegiate-style hoodies and joggers with gymwear and underwear.
Jack Wills proudly stands by its preppy aesthetic, so there is little trend-led innovation on offer. Although that may not be the reason people shop at Jack Wills, in a crowded market it may be hard to convince young shoppers to spend £149 on a trench when they could buy one from Topshop or Oasis for less than £80.
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