Aubin & Wills
22/08/2008
Aubin & Wills is the new store concept from the company that established Jack Wills as the label of
choice to young upper and middle class British undergraduates. Tagged as the "University Outfitters" the
brand has gained popularity amongst younger members of the Royal family and young A-list celebrities.
Aubin & Wills is the logical progression from this and is aimed at the young twenty something graduate
as they enter the next stage in their life and careers. With such a market in mind the first three stores
are to be located in Edinburgh, Wimbledon and Brighton. The stores stock both mens and womenswear and a
range of homewares and so aim to attract all members of this particular demographic.
Just as the merchandise is a progression from the Jack Wills range the internal design of the stores has
evolved. Gone is the library feel of Jack Wills to be replaced by an interior and exterior both evocative
of a slightly down at heel Edwardian gentleman’s clothier.
When considering the music choice for this distinctive store personality a number of factors are brought
into play. Working closely with the founder, marketing department and the new concept teams of Aubin
& Wills a number of different mini music concepts were produced. Over a period of several weeks some
were discarded, others refined and reworked. The main challenge was to produce a music collection which
would both fit the brand and the customer whilst needing to be different from all the other players on
the high street.
The aged appearance of the stores determined an acoustic overtone to the music choice but the arrival of
this new brand and again the progression from the undoubtedly rock ‘n’ roll atmosphere of the Jack Wills
stores demanded a high level of energy. The target customer precluded the use of any overly commercial
or mainstream music choices and yet the music needed to remain accessible and entertaining.
To this end a selection of acoustic, ambient, drum and bass and reggae tracks have been blended to produce
a music backdrop to match the clothes and brand marketed as "exclusively for the discerning".
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