Enjoy the change

Company Profile:
Wills Lifestyle
Parent Company ITC Ltd.
Category Apparels and accessories
Sector Lifestyle and retail
Tagline/ Slogan Enjoy the Change
USP Quality and diverse product portfolio

Wills Lifestyle is best known for its trendy, fashionable apparels and shares very close ties with the
fashion industry. The company which now has over 300 stores over several cities across the country
started its journey in the year 2000 with several exclusive chains throughout several metro with Wills
Sport range of international quality relaxed wear for men and women. In this few years after its
inception, the chain has established itself as single largest B-2-B platform for the Fashion Design industry
with strong connection with the big names in Indian fashion industry.
Market Position:
Segment Targeting Positioning
Segment People looking for branded exclusive apparel
Target Group Premium buyers / Affluent People
Positioning Premium high end brand

Where can we go?
Even though wills lifestyle has strong B2B business in the fashion industry, its capabilities as a brand can
only be optimized by having a strong retail segment. In retail market the company is yet to make its
presence felt by the competitors. In this sector Wills Lifestyle faces a plethora of competitions and
setbacks ranging from customer perception to low level of brand awareness. India is a growing economy
and the buying power of common mass in increasing day by day. This has created a huge market
opportunity which can be used to create a sustainable premium brand.





Enjoy the change
SWOT Analysis:

Strength

Dominance in fashion
industry
established chain of exclusive
specialty stores
International Shopping
Experience
Clearly differentiated product
presentation

Weakness

Perceived as high-priced
Low mass market
awareness and penetration

Opportunity

Thriving Indian economy
People are tending to buy
premium brands more

Threat

Competitors
Price sensitive buyers
Might lose premium status
if prices reduced
(bandwagon effect)




Major Competitor in Retail Market:
Wills Lifestyle has been facing competition from the flurry of international brands entering India like
Zara, Promod, Diesel, Tommy Hilfiger and Mango, which are also scaling up their presence. In addition
to these there are a plethora of brands and retail stores such as Shoppers Stop, Westside that are
running and flourishing due to the increased buying capacity of the Indian consumers.

So what do we target?
In order to have a sustainable growth and develop Will Lifestyle as a mass market premier brand first we
have to target the higher middle class customers who are now willing to extra bucks provided they
receive value for the money spent. This can be achieved only if we can place Will Lifestyle as a premium
brand for this segment of customers.
Our main aim will be to reach out new segments of customer and increasing the buying occasions of
the existing customers keeping the price and quality same.
Enjoy the change
How do we do that?
If we want to place Wills Lifestyle as a premium mass market brand in a growing economy like India, we
have to make the customers aware of the value of brands. We also plan to target the younger members
of the society who are expected to earn more than their parents do now (because the economy is
growing).
Creating Premium Brand Awareness in mass
With boom in economy there is a huge opportunity for premium brands in Indian market. This segment
of customers is price sensitive but they buy premium brands when they perceive high value in it. Also
during the big occasions such as Diwali or marriages people spend a lot. To penetrate this market we
have to create fashion awareness in mass (like many brands did in US). If Wills Lifestyle can become a
style statement, then people will be ready to buy products at high price. This can be achieved by:
Increasing presence in TV not only in fashion channels but also in entertainment channels will
More advertisements in different channels of marking newspaper, radio etc.
Conducting fashion events in higher middle class apartments. This event will interactive with
participation by the inhabitants.

Celebrity Endorsement / Brand Ambassador
Since bollywood and cricket stars play a big role in influencing buying patterns of common Indian mass,
celebrity endorsement is a very powerful tool to reach out the prospective customers. We have a
strong relation with the celebrities through fashion events and their celebrity status can further be
utilized arm for mass marketing.
We will also collaborate with bollywood movies as fashion partner which will help to create an
increasing demand for the brand in the public. Further this year we will launch the clothing used in the
movies we partnered as new arrival to the shelves.
Events in colleges
In most of the colleges fashion show is a part of annual social events. In the metro cities a large
percentage of students are fashion conscious. Organizing and sponsoring these fashion shows will
increase the brand awareness amongst the youngsters. We get them as teenagers we retain them
for the rest of their lives.
The college students might not buy a lot at this point in time, however, in 3 or 4 years when they will
turn into professionals they will turn into loyal buyers. Moreover, the college events give a chance to
meet a promising customer segment from a close proximity and thus the knowledge can be used to
improve designs.

Enjoy the change
Friday Fashion
The corporate workforce in India is increasing every day, and since they earn salaries, young corporate
professionals form a very promising target segment. This segment of the market spends a hefty
percentage of their incomes.
Fridays are casual days for most of corporate and people prefer to dress well on Fridays. Allen Solly has
already started campaign in India to capture this segment. The market is nascent in term of awareness
of the customer and the latest change in taste of fashion. In order to target this market we will tie up
with several corporate and give them special redeemable and company specific reward points.

Events to spread fashion awareness
Since India is still a developing country, the consumer double checks the value for money before buying
high-priced products. This typical consumer behavior makes it difficult for the premium brands to grab
the mass market. Spreading the importance of fashion will be of utmost importance if we plan to
create a sustainable premium brand.
In this process we will organize an online event where the customers can submit their custom designs
and the participants with good designes will be sent clothes tailored according to their design. The
winner of the will be chosen to participate a fashion show for an entire week.
Launch of new line of products
Will Lifestyle has always shared a close tie with the fashion industry. All the major fashion events in
the country are either sponsored or organized by our company. Wills Lifestyle India Fashion Week
Spring Summer 2013 will be held from October 6th to October 10th 2012, at Hall No.18, Pragati
Maidan, ITPO, New Delhi. The product line that we have now is:
Products
Wills Classic Work wear
Wills Sport Relaxed wear
Wills Clublife Evening wear & fashion accessories,
Wills Signature Designer wear - created by the leading fashion designers
Essenza Di Wills exclusive range of fine fragrances and bath & body care
Accessories A wide range of bags, wallets
Fiama Di Wills a range of premium shampoos and shower gels

We will launch a new section Exclusive from fashion week after end of every fashion show. The
price of the products will be a range from moderately high to premium. Doing so we will leverage our
current reputation of being very close with fashion industry. This will give Wills Lifestyle a competitive
edge over the competitors who have very low if not no connection with the fashion industry.
Enjoy the change

Stronger B2B
B2B is our biggest strength and all our plans are based on B2B reputation and involvement. We already
share close ties with lot of well known designers like Anupama Dayal, Asmita Marwa, Sabyasachi
Mukherjee, Tarun Tahiliani and Govind Kumar Singh. Apparels designed by these designers amount to
15% of our total sales. A stronger relationship with the fashion industry will enable us to be more
innovative in designing products. We will also tie up with several fashion institutes such as NIFT to bring
fresh idea and talent into our organization.



Bibliography:
http://www.itcportal.com/
http://www.willslifestyle.com/
http://economictimes.indiatimes.com/
http://timesofindia.indiatimes.com/