JACK & JONES: Understanding Brand Strength Across Europe

The Challenge

Bestseller wanted to understand the JACK & JONES’ commercial potential across eight European markets.

The ambition was to go beyond awareness and uncover how the brand performed on relevance, appeal, differentiation, purchase behaviour and future growth potential among consumers aged 16–40.

With significant differences between markets, channels, competitors and consumer behaviour, JACK & JONES needed a clear evidence base to support future strategic decisions across Europe.

Our Approach

CPH Strategy partnered with Bestseller and Norstat to design and execute a large-scale international brand study across Germany, Spain, France, the UK, the Netherlands, Belgium, Italy and Sweden.

CPH Strategy’s role was to develop the research framework and survey questionnaire in close collaboration with Bestseller, ensuring that the study captured the most important strategic questions around brand performance, consumer behaviour and future growth potential.

Norstat conducted the fieldwork and data collection across the eight markets, with 500 respondents per market.

Following the data collection, CPH Strategy analysed and synthesised the findings into a clear strategic report, connecting brand awareness, purchase behaviour, shopping channels, competitive benchmarks, brand associations, store experience, purchase drivers and barriers into one overall view of JACK & JONES’ position across Europe.

The Outcome

The project gave Bestseller a comprehensive understanding of JACK & JONES’ position and commercial potential across eight key markets.

The study confirmed strong awareness and purchase penetration across Europe, while also revealing important differences in consumer behaviour, competitive context and growth opportunities from market to market.

The final report and market dashboards provided JACK & JONES with a practical decision-making tool for prioritising markets, refining positioning, strengthening relevance among key audiences and identifying future opportunities for growth.