I visited the Jack Wills store on London's Kings Road a few weeks ago to aid my research on my third year university project on lifestyle retailing. What really stood out to me in store was the attention to detail and little extras the brand use in their displays. A number of these were vintage wooden sports equipment, these two examples show badminton rackets and croquet bats.
For a brand that prides itself on being traditionally British always playing with notions of heritage and taste, they are very in keeping with the brands strong identity. They add a traditional, vintage feel to the store and have a charm about them because of their authentic, somewhat rustic feel.
