Wills Lifestyle shifts focus to fashion

Partner to the famous Wills Lifestyle India Fashion Week, Wills Lifestyle, part of ITC’s Lifestyle Retailing Division is witnessing growth

in its apparel segment. The brand has also been partnering designers to create exclusive in-store collections. Since its associating with FDCI from 2006, the brand’s entire product portfolio is now built around fashion. Inching towards the ramp to racks approach, the company has begun offering about 6-8 collections annually against four a couple of years ago.

The brand has also started focusing on occasion-wise collections to cater to the growing need of today’s generation to dress differently for every occasion. So it has created categories such as Wills Classic to Clublife and Eco Style among others. The Wills Lifestyle range is currently available in about 95 stores, which are largely company-owned and company-operated. Moving ahead, it is looking at expanding its retail network through franchisee and shop-in shops models. Plans are afoot to add fifteen stores by next year through franchisee route. It would also increase the brand’s online penetration and expects to witness 10 percent revenues coming from the e-business.

The company recently roped in iContract, a part of Contract Advertising as its digital marketing agency, to handle the digital marketing and social media portfolio. The Wills Lifestyle Facebook page has more than eight lakh fans so far, whereas on Twitter, it has 4,608 followers.