Many organisations use market mapping to identify gaps in their respective markets and assess who their potential competitors are and what they offer. The market for teenage clothing is hugely competitive and potentially very lucrative for those concerned. To survive in such an environment takes not only high-quality clothing but also the ability to either create or follow the trends that establish themselves in such a fast-moving industry. Fashion is about tribalism — individuals buy certain products that align themselves with a particular group in society. Even being alternative and different can be seen as opting for a particular ‘tribe’.
Arguably one of the biggest tribes on the high street right now — and also one of the greatest success stories in identifying a marketing opportunity — is the Jack Wills brand. It was launched 11 years ago by Peter Williams, and his identification of both a target market and exploitation of this opportunity has been phenomenal. The business grew from a turnover of £11 million in 2007 and is projected to reach £90 million this year. It now has 36 shops in the UK and two in the USA, and employs over 1,700 people.
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