Up to five separate shop-in-shops
The new concept consists of up to five separate smaller brands within the men’s label: ‘Originals by
Jack & Jones’ and ‘Core by Jack & Jones’ appeal to denim-minded youngsters, while ‘Premium by Jack & Jones’ focuses on the
maturely-styled gentlemen. To promote the latter, Jack & Jones has managed to
attract American actor Christopher Walken.
The fourth collection, ‘Jack & Jones Vintage Clothing’, will be offering
rough-cut casual denim, while ‘Jack & Jones Tech’ is geared towards the sporty types. Using separate shop-in-shops, each collection will be optimally presented in what Jack
& Jones calls “brand universes”.
The stores in Leuven and Genk,
opening this Friday, will be the first using this new concept, with all
other Jack & Jones stores (some forty in Belgium) switching in the upcoming
months. The store size determines how many collections will be implemented in their shop-in-shops: the 280
m² store in Genk will have 4 subbrands (all excluding Tech), the 380 m² store in Leuven is able
to have all five.
