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
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
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!