Scroll to top
© 2019, ibrands360 Brand Equity & Research


wills-lifestyleSynonymous with elegance and effortless style, Wills Lifestyle presents a premium fashion wardrobe for men and women. With tempting choices from Wills Classic formal wear, Wills Sport casual wear, Wills Clublife evening wear, Wills Signature designer wear, Essenza di Wills fine fragrances, Fiama di Wills bath and body care products and premium Accessories, Wills Lifestyle offers a truly delightful experience for the discerning consumer.

BLAZE TO BRILLIANCE ITC marked its foray into lifestyle retailing with the launch of its Wills Lifestyle brand in 2000. Wills Lifestyle was the first brand in India to offer a complete wardrobe for men and women. With evolving consumer preferences, higher disposable incomes and exposure to international fashion trends, the premium apparel market is fast reaching a tipping point. Riding in this segment, Wills Lifestyle has made a mark with its premium fashion imagery, vibrant product portfolio and a differentiated shopping experience. With nearly 100 stores spread nationwide across buzzing high streets, up-market malls and select ITC Hotels, Wills Lifestyle offers a truly delightful shopping experience with world-class ambience, customer facilitation and a range of lifestyle products, from casual chic to high fashion. The brand has also expanded its reach to Tier 2 markets capturing emerging demand and is also available in leading departmental stores, multi-brand outlets and online portals. Each brand under Wills Lifestyle is distinctly positioned and caters to unique consumer franchises. Wills Classic formalwear features shirts and trousers crafted from fabrics sourced from some of the leading mills in the world. The range features many collections for the discerning consumer including Luxuria featuring meticulous craftsmanship, Regalia shirts in ultra fine fabrics, Wonderpress wrinkle free collection and the Eco Style range in premium organic cottons and linens. The Wills Sport range features premium casual wear at the cutting edge of fashion with Wills Clublife range adding a dash of glamour to the portfolio with chic evening wear. Wills Lifestyle has been able to capture a significant share of the womenswear market as well by offering a wardrobe solution that takes the woman consumer from work to weekend in style. The range is completed with premium accessories that include luxurious silk ties and premium leather wallets, handbags and belts. Wills Lifestyle became the title partner of the India Fashion Week in 2006 – Asia’s largest B2B fashion event. This synergy enabled the brand to occupy the high ground of Indian fashion. The brand has taken forward the event celebration to its stores with its unique ‘ramp to rack’ initiative through its Wills Signature brand. This collection is an exquisite expression of style created by India’s leading designers including Ritu Kumar, Rohit Bal, JJ Valaya, Ranna Gill, Satya Paul, Rohit Gandhi – Rahul Khanna and Rajesh Pratap Singh. This unique corporate-designer partnership is the largest in the country and has also gone a long way in making designerwear accessible thereby promoting the business of fashion.

FAITH FACTOR Wills Lifestyle conforms to ITC’s values to deliver great quality with consumer orientation. Products are crafted from fabrics sourced from some of the best mills in the world and are made ensuring superior quality standards. Wills Lifestyle has established a strong connect with the consumer where a trip to the store implies the very best in product quality, engaging customer service and a fashionable product. By feting it with awards and recognition, the industry has also acknowledged the performance of the brand across marketing campaigns, customer loyalty and retail practices.

ENGAGEMENT THAT ENTHRALS Wills Lifestyle is all about effortless style. The same is brought alive with a high voltage 360-degree brand campaign across media. The brand has one of the largest followings on Social media for any Indian apparel brand and has done many innovative campaigns to reach out to consumers in new age media. Club ITC, the brand’s loyalty programme is a collaboration between Wills Lifestyle and ITC Hotels with rewards and privileges across fine fashion and fine living. Club ITC members enjoy a world of privileges ranging from in-store benefits such as priority garment availability and doorstep delivery to lifestyle privileges in fine dining, stay at luxurious ITC Hotels and invites to exclusive events such as the Wills Lifestyle India Fashion Week.
Consumer experience is a key differentiator. At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing atmosphere. Each store offers an international shopping ambience reflecting the most contemporary trends in store design, thereby creating a splendid backdrop to pick up premium offerings.

INNOVEDGE To remain at the forefront of fashion, the brand keeps introducing innovations in styling, fits and fabric finishes. The brand continuously pilots new styling elements at its state-of-the-art Master facility and Design lab. Each season brings to the consumers the latest in international fashion and trends in fabrics and finishes of extraordinary performance. Wills Lifestyle is the first Indian brand to receive the prestigious Oeko- Tex Standard 100 certification that confirms that its apparel is free from more than 300 listed substances.

BRAND PROMISE A visit to a Wills Lifestyle store promises to be a truly delightful experience of picking up quality, premium and fashionable products. The highest service standard is a guarantee.

1. Flair has always worked towards providing the most innovative product and a product that is well ahead of its time. It has always stayed a step ahead of all the other players in the industry.
2. They have never compromised on the quality of the product, be it the product as a whole or the writing experience. The brand has provided nothing but the best.
3. Flair is known for ‘One Stop’ buying experience as its wide range of products caters to consumers across all the segments and the consumer does not have to look anywhere else as far as writing instruments are concerned.

1. 1967: Flair Pens was established
2. 1994: Pierre Cardin Pens were introduced in India by Flair
3. 2006: A facility in an SEZ was set up to promote exports
4. 75: The number of countries Flair exports to
5. 2012-13: The year in which overseas production units were set up in Egypt and Kenya

Related posts

Post a Comment

Your email address will not be published. Required fields are marked *