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WILLS LIFESTYLEBy: Menka
Shaikh SameerShaikh AlmasDeepali Chaher
History ITC - August 24, 1910- 'Imperial Tobacco
Company of India Limited‘, Kolkata Cigarettes and Leaf Tobacco Packaging & Printing Business - 1925 1975 - Hotels business 1979 - Paperboards business 2000- Wills Lifestyle
Rs. 8000 Cr market for branded clothes
Premium Brand market growth at 10% to 15% on average.
Wills Lifestyle : 25% to 30%
FINANCIAL STATUS
Mission To be a one-stop, global solution
provider for lifestyle and become synonymous with “Quality Lifestyle across the Globe”
-Chairman YC Deveshwar
Vision
A fashion wardrobe that complements every facet of your personality at work, party and a special occasion called “LIFE”
Truly 'International Shopping Experience' through world-class environment and a robust portfolio of offerings
TYPE OF RETAIL OUTLET
Wills Lifestyle chain of exclusive specialty stores. Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive range of fine
fragrances and bath & body care products Fiama Di Wills - a range of premium shampoos and
shower gels Wills Signature designer wear, designed by the
leading designers of the country.
MERCHANDISE: WEEKY OR DAILY BASIS
Since, the warehouse is situated in Bangalore, the time period for arranging the merchandise is 10-15 days specifically.
HOW DO THEY HANDLE TRAFFIC BUILDING ?
Increase in man power from other outlets during sales period.
Increase in 5-7 individuals during peak times.
MULTI-CHAIN RETAILING
ITC's Lifestyle Retailing Business Division (LRBD), has successfully implemented and customized Movex and PREDATORMovex and PREDATOR, two retail management solutions, across its Wills Lifestyle chain of specialty stores in India.
Nearby: Retail outlets in Oberoi Mall, Infinity Mall and Inorbit Mall
FUTURE PROSPECTS ? Despite a 30% drop in footfalls in malls
across the country over the last three quarters, ITC is undeterred with its expansion plans for the lifestyle retailing business division -- Wills Lifestyle
Franchisee route. Plans to roll out 100 stores across 40 cities
over the next two years from 55 stores in 30 cities.
CURRENT ACHIEVEMENT
Formals- 2nd Position after Louisse Philippe.
Casuals- 6th Position. Competition: United Colours Of
Benetton, Louisse Philippe, Wrangler, Calvin Klein etc.
Awards and Recognitions Wills Lifestyle was named
upperbrand 2006 by the Superbrands Council of India.
Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003.
FORECASTING TECHNIQUES
As per market design and demand. Complete renewal of products in
every 6 months. ie. Summer Spring (light colours
& fabrics)Winter Autumn (Dark colours & Woven Fabrics)
PRICING STRATEGY
The company proposes to change designs every six months – though around two dozen core styles will remain unchanged Prices of the designer range begin at Rs.3,000 and go all the way up to Rs.15,000Seasonal Discounts and redeemable coupons.
PROMOTION STRATEGY
Associated with country’s most exclusive & prestigious fashion event – WILLS INDIA FASHION WEEK
BRAND AMBASSADORS
ADVERTISING Earlier ad ran for a very short while, relied
heavily on press, outdoor and direct marketing to build brand awareness
Wills Lifestyle, title sponsor for India Fashion Week, on TV
New Ad aims to bring out the brand’s high style quotient and how eminently worthy of emulation it is
Store name Wills Lifestyle
Format Type Retail Outlet
Floor size 1000-4000 sq.Ft
Categories Relaxed wear, body care product,Apparel & Accessories
TYPE OF LAYOUT
Modern Architecture
2/3 is utilised for Men’s Apparells1/3 is for Women’s.
CRM FOLLOWED ? RFID was the solution that could
best increase the company's responsiveness.
SIEBEL Software implemented for redeeming the points accumulated ny consumers.
Thank You!