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!