Market
Some decades ago, India was a
white cotton country. Then
came the terene revolution
before cotton and cotton
blends a-washed it. Riding on
the growth of the economy and
the increasing exposure to
Western culture, came the
fashion revolution. Fashion was
a statement being made by
those who had arrived.
ITC marked its foray into
lifestyle retailing with the launch
of its Wills Lifestyle brand in
2000. The market, although
small, was a medley of activity
with a number of nationally
distributed brands fighting for
their share of dominance. At the
other end of this spectrum
were several scores of regional
players making modest offerings.
But between them, consumers
were beginning to realise the
role of branded apparel.
In the initial stages the
apparel market was limited to
men’s formal wear while the women’s Western
wear market was virtually non-existent. Brands
were largely category-focused with specialisation
in either formal shirts or trousers. It was in this
market that Wills Lifestyle entered. It was the
first brand to offer a complete wardrobe for
both men and women.
With evolving consumer
sophistication, higher
disposable
incomes
and exposure to
international fashion trends, the
premium apparel market also witnessed
a new brand awakening. In this backdrop of
growing awareness and understanding of
fashion, Wills Lifestyle’s offerings became more
and more relevant and the brand kept gaining in
strength. Over the last six years, Wills Lifestyle
has established a nationwide presence with 40
exclusive specialty stores across 30 cities.
186 SUPERBRANDS
The brand offers Wills Sport relaxed wear,
Wills Classic work wear, Wills Clublife evening
wear, the Essenza Di Wills range of fine
fragrances, bath and body care products and an
elegant range of designer accessories.
Achievements
In a very short span of time Wills Lifestyle has
carved a strong position for itself in the
premium apparel market. The stores have
established themselves as preferred shopping
destinations in the prime shopping districts of
the country. This was made possible by
providing a truly international shopping
experience with world-class ambience, superior
customer facilitation and a clearly differentiated
product presentation. Wills Lifestyle stores
attract two million customers every year with
several lacs of them having shopped before at
Wills Lifestyle stores.
The industry has also acknowledged the
growing presence of Wills Lifestyle, with the
brand winning various awards. Within a year of
its launch Wills Sport bagged The Most Admired
Brand Launch of the Year and The
Most Admired Exclusive Brand Retail
Chain of the Year at the prestigious
Images Fashion Awards 2001. Wills
Sport also featured in the Business
Standard Brand Derby in 2001. In the
following year, at Images Fashion
Awards, Wills Sport was awarded The
Most Admired Women's Wear Brand
of the Year. Wills Lifestyle won The
Most Admired Exclusive Brand Retail
Chain of the Year award for the second
time in 2003. Again at the Images
Fashion Awards, Wills Lifestyle also
won Retailer of the Year award at Idea
Zee F Awards in May 2006.
History
The story of Wills Lifestyle began with
a desire to tap the ever-growing
fashion conscious market. With the
increasing demand for high-end quality
products, Wills Lifestyle has
differentiated itself on the basis of
unique fabrics, innovative designs,
exquisite styling and detailing backed
by an exclusive chain of stores with
the emphasis on an international
shopping experience. In a market dominated by
well-known brands, it took very little time for
Wills Lifestyle to make its presence felt –
carving a niche for itself in India’s fashion space.
Riding on the success of Wills Sport the
company launched a series of brand extensions:
Wills Classic in 2002 and Wills Clublife in 2003.
Product
Each Wills Lifestyle sub-brand is clearly
positioned and the offerings across the
spectrum are meticulously introduced. The
brand never
loses sight
of the
evolved
taste and
demands
of the
target
audience
nor the
emerging
international
fashion
trends in
the fashion
capitals of
the world.
Wills Sport, fashionable relaxed wear, is
designed to complement the exuberant lifestyle
of today’s fashionable consumer. Racy stripes
and patterns, energetic prints, elegant layering
and trendy dobbies make its shirts collection
unique and one of their kind. Its cargos, capris
and trousers are crafted with detailed styling
elements and polished off with flawless finish
for excellent hand feel. Superfine knits and
stylish casual jackets further enhance the Wills
Sport offering.
Wills Classic was the beginning of a new

chapter in corporate
work wear. Trendy,
innovative, chic and
stylish, it reflected
the new work ethos
of the new
generation. Shirts
made from the
finest imported
fabrics and crafted
exclusively in Italy
and exquisite
trousers and jackets
made by European
master craftsmen
have become the
brands’ hallmark.
Luxurious cashmere
from Zegna Baruffa further accentuated the
classic look.
With the rapid growth in the evening
wear segment, a need to cater to it was acutely
felt. Wills Lifestyle realised that the demands of
this category of buyers were as varied and
individualistic as the segment itself. Wills Clublife,
a range of glamorous evening wear was created
and uniquely positioned to perfectly
complement the glittering evening life of
premium consumers. Sensuous satin and sequins
embellished with stylish jacquards and alluring
prints reigned supreme. With the right look for
the evening, Wills Clublife captured the
imagination of consumers.
Broadening its product offerings and to
evolve as a complete fashion wardrobe, Wills
Lifestyle also introduced a vast range of fashion
accessories. Thoughtfully designed and
meticulously crafted the accessories include ties,
cufflinks, shoes, socks, caps, handbags, wallets,
belts and eyewear. Essenza Di Wills, an exclusive
range of fine fragrances and bath and body care
products for men and women, was launched in
August 2005 to complete the lifestyle offering.
Recent Developments
Wills Lifestyle has now become the title
sponsor of the country’s most prestigious
fashion event – the Wills Lifestyle India Fashion
Week, truly capturing the high ground of retail experience are carefully orchestrated to
fashion and lifestyle. The inaugural Wills Lifestyle reflect these values of the brand, with ‘Enjoy the
India Fashion Week, held from 5th to 9th April Change’ being the unifying philosophy.
2006 in New Delhi was a stupendous success,
attracting buyers from around the world, www.willslifestyle.com
besides showcasing creations of India’s best
known designers. In line with the intent of
partnering with the country’s designer
fraternity, Wills Lifestyle announced a
partnership with two of the country’s best
known designers, Rohit Gandhi-Rahul Khanna
and Monisha Jaising to create the first edition of
the exclusive Wills Lifestyle India Fashion Week
line which was showcased at the Grand Finale
of the Wills Lifestyle India Fashion Week and
will be subsequently retailed through Wills
Lifestyle stores across the country. This unique
partnership with the designer fraternity will
help create an exclusive
special occasion wear offering
to satisfy the needs of the
fashion-conscious Wills
Lifestyle consumer.
Having built a powerful
brand portfolio, Wills Lifestyle
is aggressively expanding its
retail network. In the next
three years, the number of
Wills Lifestyle stores is
expected to reach 100.
Promotion
A fine blend of strategy and
creative sums up the
promotional campaigns of
Wills Lifestyle. It revolves
around the philosophy of
'Enjoy the Change' – the change that comes
through actively exploring one’s own multi-
faceted-ness and magically discovering a new
self. This theme reverberates in all of its
campaigns, be it individual product or
brand campaign, with the focus being
on the unique designs, detailing and
styling that sets it apart from the rest.
This single-minded focus acts as the
unifying thread.
Wills Lifestyle stores across the
country further accentuate the brand
experience. At these exclusive outlets,
customers can browse at leisure and shop in a
relaxed and pleasing atmosphere. The use of
space is refreshing, which is reflected even in the
spacious changing rooms. Every store offers an
international retailing ambience with extensive
use of glass, steel and granite, reflecting the
most contemporary trends in store design,
thereby creating a splendid backdrop for the
premium offerings. THINGS YOU DIDN’T KNOW ABOUT
To add to the experience, Club Wills, the
lifestyle privileges programme introduced in Wills Lifestyle
2004, takes the relationship with consumers
beyond fine fashion to the realm of fine living. More than 2 million customers walk into Wills
Club Wills members can enjoy exclusive in-store Lifestyle stores every year.
service privileges and a bouquet of lifestyle Wills Lifestyle is the only brand in the country
privileges designed to complement their taste with a ‘No Questions asked return policy’.
for fine living.
Wills Lifestyle stores are known for their
Brand Values excellent customer service – customer
Elegance, sophistication facilitators are known to walk the proverbial
and exclusivity sum up the ‘extra mile’ to create consumer delight.
core values of Wills
Wills Lifestyle has tied up with the designer
Lifestyle. It is from these
duo from Delhi Rohit Gandhi-Rahul Khanna
values that the brand
and Mumbai-based designer Monisha Jaising to
derives its strength to
create the first edition of the exclusive Wills
provide superior consumer
Lifestyle India Fashion Week Line which will be
value and to match global
retailed through Wills Lifestyle stores across the
standards of performance.
country.
International premium
quality and vitality are The privileges programme for consumers at
imageries that the brand Wills Lifestyle – Club Wills – has over 30,000
evokes. All brand loyal members who keep returning to the
communication exercises, stores to acquire the pick of the season.
from advertising to the
SUPERBRANDS 187