WILLS LIFESTYLE

By: Ananya (BT0807) Abhijit (BT0808) Sneha (BT0809)

Agenda
History Mission and Vision Financial Status Pricing Physical Evidence Brand Ambassadors Adverstising Strategy Supply Chain Management Technology Sales Promotion Future

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

Labels
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.

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

Mission
To be a one-stop, global solution provider for lifestyle and become synonymous with Quality Lifestyle across the Globe
-Chairman YC Deveshwar

Key players in Apparel Retail

Store name Position -ing Format Type Floor size Categories
Pantaloon Family store Mega-mart Value for money Ex. Arvind Mills 5000sq. Ft. Apparel, furnishing Lifestyle Value pricing Multibrand Westside Style & affordabili ty Ex. Tata trent gr. 1500030000sq. Ft. Styled clothing Wills Lifestyle Enjoying the change Ex. ITC

Multibrand

28000sq.ft.

50000sq. Ft.

1000-4000 sq.Ft Relaxed wear, body care product, Apparel & Accessories

Apparel, accessories

Apparel, accessories

Financial Status
Backing from ITC: one of India's foremost private sector companies with a market capitalization of nearly USD $ 18 billion and a turnover of more than over USD $ 5 billion. Rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine. The financial crisis has hit buyers' budgets mostly those from developed countries including the US, Paris,UK

Financial Status
Rs. 8000 Cr market for branded clothes High end labels: Rs. 2000 Cr Premium Brand market growth at 10 to 15% on average Wills Lifestyle : 25 to 30 %

SCM
ITC's Lifestyle Retailing Business Division (LRBD), has successfully implemented and customized Movex and PREDATOR, two retail management solutions, and is all set to go live with its "Fashion ERP", across its Wills Lifestyle chain of specialty stores in India.

Price
As a strategy, this division has also taken a firm decision to stay away from seasonal discounting of its products. 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.15,000

Brand Ambassadors

Advertising Strategy
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 brands high style quotient and how eminently worthy of emulation it is

Physical Evidence

Promotion: Events
Associated with countrys most exclusive & prestigious fashion event WILLS INDIA FASHION WEEK Apart from the wills lifestyle in the premium segment , ITC has also forayed its presence in the youth or the popular segment with JOHN PLAYERS & MISS PLAYERS

Promotion
FDCI: ITC's Wills Lifestyle brand to sponsor India Fashion Week B2B event, Wills Lifestyle India Fashion Week (WIFW) Sales increased by 10-15 percent after joining hands with FDCI FDCI : marketing platforms, seminars and workshops to promote fashion

Technology
Garments destined for Wills Lifestyle Retail slowed down when they got to warehouses Everyday that a box of clothing stayed shelved in the warehouse, was a day less on display and 12 hours worth less of opportunities to make a sale

Technology
RFID was the solution that could best increase the company's responsiveness. A business case was put forth to implement RFID at an item level. The aim was to speed up existing processes, reduce time-to-market, handle material efficiently, and bring more accuracy of books versus physical stock

Awards And Recognitions

Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress 2008 Wills Lifestyle rated amongst the top 5 Luxury brands in the country in a Global Luxury Survey conducted by TIME Magazine Front runner Award - 2007 to Wills Lifestyle in the Retail category by Real Estate Observer & Trammel Crow Meghraj

Superbrand 2006 awarded to Wills Lifestyle by the Superbrands Council of India

The "Best Supply Chain Practices Award 2006" for time-effective and cost-efficient Logistics management in Organized Retail The Division's Product & Quality Testing facilities were awarded the prestigious accreditation by the National Accreditation Board of Laboratories of the Department of Science and Technology, ISO 9001:2000 certification ID Awards for Design Excellence for Best Packaging Design In The FMCG Category for John Players.

Awards and Recognitions

Wills Lifestyle was named uperbrand 2006 by the Superbrands Council of India recently Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003.

Future
Despite a 30% drop in footfalls in malls across the country over the last three months, 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 Experimenting with a 1,500 square feet store on a pilot basis at the ITC Maurya hotel in Delhi

Future
Wills Lifestyle apparel brand abroad, having already bought it in the US and Japan, and registered it in several other countries

Thank You!