NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR

September 14, 2010

INTRODUCTION

ITC has been an iconic company in India for several decades. In 2000, it entered the lifestyle
retailing space with the launch of Wills Lifestyle. At that time the market for this category
was just beginning to take shape. But remarkably a number of nationally distributed brands
were already entrenched. Small and disparate as they were, Wills Lifestyle did become the
original pioneers in popularising the concept of branded apparel.

In the initial stages the apparel market was limited to only

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
but no brand offered garments for both men and women. Wills
Lifestyle changed all that. It was the first brand to offer a
complete wardrobe for both, across all usage occasions.

Wills Lifestyle has never looked back since then. Indeed, the brand can take credit for
institutionalising an ascent industry and helping create a greater appreciation for fashion
itself. 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.

The growing influence of Wills Lifestyle has been acknowledged on several fronts. In 2007 it
was named amongst the Top Luxury Brands of India by Time magazine while at the 2 nd
Loyalty Summit and Awards it was crowned for Customer and Brand Loyalty in the Retail
Sector – Large Format Stores. Over the later it had gained
a firm footing. The story Of Wills Lifestyle begins here and
parallels this epochal development.

As the market grew, the demand for high-end quality

products, too, picked up. For Wills Lifestyle this was the
opportunity to differentiate itself. It developed unique
fabrics and launched an entire range of innovative designs
that were exquisite in style and detailing as well as
comfortable to wear.

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CORPORATE HISTORY
The fashion-conscious market possibly began to take shape about the early 1990s. A decade
later it had gained a firm footing. The story of Wills Lifestyle begins here and parallels this
epochal development.

As the market grew, the demand for high-end quality products, too, picked up. For Wills
Lifestyle this was the opportunity to differentiate itself. It developed unique fabrics and
launched an entire range of innovative designs that were exquisite in style and detailing as
well as comfortable to wear. To support this initiative the company expended vast energies
to house this display. The chain of exclusive stores that evolved represented a unique
shopping experience that matched the world's best. This was a telling combination; it
wasn't, therefore, long before the brand had earned the respect of the most critical
customer and carved a niche for itself in India's fashion space.

The enormous success encouraged the company to nudge customers towards specialised
wear. It was from here that several brand extensions emerged: Wills Classic in 2002 and
Wills Clublife in 2003.

In 2006, Wills Lifestyle became title partner of the country's most premier fashion event -
Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as
the single largest B-2-B platform for the Fashion Design industry. The Wills Lifestyle India
Fashion Week is a bi-annual event with five full days of fashion & trade twice a year with the
result that collections showcased are now specific i.e. autumn/winter & spring/summer - in
line with formats internationally.

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STORE LOCATIONS
Wills Lifestyle has a total of 56 stores all over the country, which are spread across 29 major
cities, covering almost all the states of India. The detailed store locations are as follows:

1. Agra: ITC Mughal, Taj Ganj, Agra 282 001, Tel No: 0562-4021700

2. Ahmedabad: (i) Shop No. 3, Time Square Building, C. G. Road, Navrangpura,

Tel No: 079-26402303

(ii) Shop No. 231-232, Iscon Mega Mall, Near Iscon Temple,

Sarkhej National Highway, Tel No: 079-40026308

3. Bengaluru: (i) No. 6, Brigade Road, Tel No: 080-41123662

(ii) 664, Binnamangala First Stage, 100 Ft. Road, Indira Nagar,

Tel No: 080-41715665

4. Bhubaneshwar: (i) No. 794, Shaheed Nagar Janpath, Tel No: 0674-2544386

(ii) Shop No. 202, Second Floor Pal Height, Jaidev Vihar,

Tel No: 0674-2361043

5. Chandigarh: SCO 14, Sector 17E, Tel No: 0172-6549856

6. Chennai: (i) 19, Ground Floor, Quaiser Tower, Khader Nawaz Khan Road, Nungambakkam,

Tel No: 044-28332516

(ii) Shop No. 6, Ground Floor, Chennai Citi Centre 10 & 11, Dr. Radhakrishna Salai

Tel No: 044-43536214

(iii) Shop No. 23, Ampa Skyline Mall, N. M. Road, Aminjikarai,

Tel No: 044-42082522

7. Dehradun: 56, Rajpur Road, Tel No: 0135-2743444

8. Ernakulam: Ground Floor, No. 40/7182, M. G. Road, Tel No: 0484-3918800

9. Gurgaon: (i) Shop No. 17-20, The Metropolitan, Mehrauli - Gurgaon Road,

Tel No: 0124-4104444

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(ii) Shop No. G 64 & 65, Ambi Mall, Ambience Island,National Highway No. 8,

Tel No: 0124-4665492

10. Hyderabad: Shop No. G 4 & 5, G. S. Chambers, Nagarjuna Circle, Tel No: 040-66364700

11. Indore: Shop No. 11, Ground Floor, C-21 Mall, Plot No. 94-104 & 300-303,

Scheme No. 54, A. B. Road, Tel No: 0731-4095717

12. Jaipur: (i) Gulab Niwas, M. I. Road, Tel No: 0141-2365017

(ii) Shop No. G23-25, Triton The Mega Mall, Jhotwara Road, Near Chomu Pulia

Tel No: 0141-5156731

13. Jammu: 5 & 6 Residency Road, Tel No: 0191-2573153

14. Kolkata: (i) 19B, Shakespeare Sarani, Tel No: 033-22826102

(ii) C-008 & C-010, City Centre Block-DC, Sector 1, Salt Lake City,

Tel No: 033-23589152

(iii) Shop No. S026, South City Mall, 375, Prince Anwar Shah Road,

Tel No: 033-40072207

(iv) Tollygunge Club, 120, Deshapran Sasmal Road, Tel No: 033-24732316

15. Lucknow: (i) B-1, First Floor, Fun Republic Mall, Gomti Nagar, Tel No: 0522-4060666

(ii) Shop No. 25, Sahara Ganj, Hazrat Ganj, Shah Nazaf Road,

Tel No: 0522-4008401

16. Ludhiana: (i) 85/4A, The Mall, Tel No: 0161-2441423

(ii) Shop No. 44-45, 50-51, First Floor, The Westend Mall, Ferozpur Road

17. Mumbai / Thane: (i) Shop No. 2, 3 & 32, Ruki Mahal Co-operative Housing Society Ltd.,

Colaba, Tel No: 022-22818261

(ii) G-24, Inorbit Mall Plot No. 39/1, Sector 30 A Vashi, Navi Mumbai

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Tel No: 022-65251162

(iii) 32.F-8 & 9, Inorbit Mall, Mindspace, Malad Link Road, Malad (West)

Tel No: 022-2871224

(iv) Unit No. 10, SSP Building, Nirmal Lifestyle,LBS Marg, Mulund (West)

Tel No: 022-66490407

(v) Unit No. 4 & 5, Skyzone Level 1, Block 2, Phoenix Mills Compound,

462, Senapati Bapat Marg, Lower Parel, Tel No: 022-40040604

(vi) Shop No. G11, Mega Mall, Malad Linking Road, Oshiwara,

Andheri (West), Tel No: 022-40167330

(vii) F21 & 22, Korum Mall, Mangal Pandey Road, Eastern Express

Highway, District Thane (West) 400 606, Tel No: 022-25417474

18. Nagpur: Jagat Millennium, Amravati Road, Dharampeth, Tel No: 0712-6647195

19. New Delhi: (i) F-41, South Extension-I, Tel No: 011-41648524

(ii)10208, Padam Singh Road, Karol Bagh, Tel No: 011-2875043

(iii) E-2, Connaught Place, Tel No: 011-23417960

(iv) M-12, Greater Kailash-I, Tel No: 011-29232555

(v) ITC Maurya, Sardar Patel Marg, Diplomatic Enclave, Tel No: 011-42099200

(vi)Shop No. GF 10 & 11, TDI Mall, Plot No. 11, Shivaji Place, Rajouri Garden,

Tel No: 011-25105150

(vii) Select Citywalk, G 3 & 4, Ground Floor, Plot No. A3, District Centre Saket

20. Noida: Shop No. G 32, Unitech Mall, Noida Amusement Park, Sector 38A, Great India

Place, Tel No: 0120-2458992

21. Panjim: 3293, M. G. Road, Tel No: 0832-6641222

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22. Pune: (i) 1204/22, Ground Floor, Shivaji Nagar, Junglee Maharaj Road,

Tel No: 020-66019401

(ii) 11, Moledina Road, Tel No: 020-26121222

23. Raipur: Unit No.12, City Mall 36, G. E. Road, NH 06, Tel No: 0711-6454545

24. Ranchi: Shop No.1, Eastern Block of Second Floor, GEL Church-Commercial Complex

Main Building, Main Road, Tel No: 0651-2330909

25. Siliguri: Shop No. 20 & 21, Lower Ground Floor, Cosmos Mall, Sevoke Road,

Tel No: 0353-2545254

26. Surat: Shop No. 312 & 313, Second Floor, Iscon Prozone Mall, Domas Road,

Tel No: 0261-6454599

27. Thiruvananthapuram: Shop No. 1, Pan African Plaza, M. G. Road, Tel No: 0471-3012008

28. Vadodara: (i) Shop No. 42-44, Siddharth Complex, R. C. Dutt Road, Alkapuri,

Tel No: 0265-2325764

(ii) Centre Square Mall, Near Genda Circle, Sarabhai Road, Wadi-Wadi

Tel No: 0265-6453740

29. Visakhapatnam: Shop No. 1, Rednam Manor, Dwarka Nagar,Near Diamond Park

Tel No: 0891-2702881.

PRODUCT LINE
ITC's Wills Lifestyle presents a complete fashion wardrobe that complements every facet of
ones personality, at work; at leisure; at party and for those special occasions. Theirs is a

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tempting range of designer wear, work wear, relaxed wear, evening wear and fashion
accessories. Today, Wills Lifestyle has four sub brands:

Wills Classic is the new age work wear; trendy, innovative, chic and stylish. It reflects the
work ethos of generation next. Shirts made from the finest imported fabrics like Italian &
Egyptian cotton and crafted exclusively in Italy and exquisite trousers and jackets made by
European master craftsmen have become the brand’s hallmark. Luxurious cashmere from
Zegna Baruffa further accentuates the classic look.

Wills Sport, the fashionable relaxed wear, is designed to complement the lifestyle of today's
consumer. Racy stripes and patterns, energetic prints and trendy dobbies make its shirts
collection unique and one of their kind. Its cargos, denims, 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.

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Wills Clublife, glamorous evening wear, is 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 reign supreme. With the right look for
the evening, Wills Clublife captures the imagination of consumers.

Wills Signature, launched in 2006, is a tribute to the evolved consumers’ fashion

sensibilities. Wills Lifestyle has taken the celebration of fashion, manifested in Wills lifestyle
India Fashion Week, from ramp to racks with the introduction of Wills Signature. It is an
exquisite line of designer wear that has been created by the leading designers of the
country - Anamika Khanna, Ashish Soni, Manish Malhotra, Monisha Jaising, Rajesh Pratap
Singh, Rohit Bal, Rohit Gandhi - Rahul Khanna, Varun Bahl and now Manish Arora &
Shantanu & Nikhil. The collections are being retailed through Wills Lifestyle stores across the
country.

Broadening its product offerings and to evolve as a complete fashion wardrobe, Wills
Lifestyle also introduced a vast range of fashion accessories that 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. Also, Fiama Di Wills range of
premium shampoos and shower gels, combine the goodness of gentle exotic naturals and
power of effective science to give you gentle and effective care.

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BRAND VALUES
Elegance, sophistication and exclusivity sum up the core values of Wills Lifestyle. It is from
these values that the brand derives its strength to provide superior consumer value and to
match global standards of performance and quality. International premium quality and
vitality are imageries that the brand evokes. All brand communication exercises, from
advertising to the retail experience are carefully orchestrated to reflect these values of the
brand.

 More than 2 million customers walk into Wills Lifestyle stores every year.
 The brand was named among Top Luxury Brands of India by Time Magazine in 2007.
 Consumer research has placed Wills Lifestyle as the most admired women’s wear
brand in the segment.
 Wills Lifestyle offers a ‘No Questions asked exchange policy’ to all its customers.
 Wills Lifestyle stores are known for their excellent customer service – customer
associates are known to walk the proverbial ‘extra mile’ to create consumer delight
 Club Wills, the lifestyle privileges program of Wills Lifestyle, has over 45,000 loyal
members who keep returning to the stores to acquire the pick of the season.
 Wills Lifestyle products are now retailed on the web through popular shopping
portals like Rediff and Indiatimes.

STORE FORMAT
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Wills Lifestyle is a chain of exclusive specialty

stores providing a truly international shopping
experience through world-class ambience,
customer facilitation and clearly differentiated product presentation. Riding on the strength
of a growing market, Wills Lifestyle has established a nationwide presence with 50 exclusive
speciality stores across 30 cities. It offers top-of-the-line garments under exclusive labels.
The stores have established themselves as preferred shopping destinations in the prime
shopping districts across the country.

At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing
atmosphere. Every Wills Lifestyle store offers an international retailing ambience, reflecting
the most contemporary trends in store design, thereby creating a splendid backdrop for the
premium offering.

PRODUCT ASSORTMENT
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The study of the entire product range at a Wills Lifestyle Exclusive Brand Outlet has been
done at Ahmedabad. WLS has two stores in Ahmedabad. One is at the ISCON Mall and the
other at the C.G. Road. The store at The ISCON Mall was visited and details about the
product assortment, price range, sale facts etc. had been studied. Also, the store layout was
closely observed and understood.

The well lit window of the store displays trendy casual wear for both men and women. A
light blue denim teamed with a striped sweater is the look for men while tights are teamed
with a purple cowl-neck sweater and accessorised with a woolen beret for women.

SIZES IN EACH PRODUCT CATEGORY AVAILABLE:

Menswear: Shirts- 39 to 46

T-Shirts- Small to XXL

Trousers- 30 to 38/40

Womenwear: S to XL

Shirts-S to X L

Trousers-26 to 36

PRODUCT CATEGORY AVAILABLE – PRICE RANGE

Menswear: T-shirts: Rs. 695-2995

Shirts: Classic wear- Rs.1299-4000

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Club Life- Rs. 1500-2400

Sportswear- Rs.1300-2500

Denims: Rs. 1995-2995

Sweaters: Rs. 1395-3495

Jackets: Rs. 1999-2,995

Women wear: T-shirts: Rs. 395-1995

Shirts: Rs. 1295+

Denims: Rs. 1795-1995

Sweaters: Rs. 795-1995

Signature (Designer wear)- Rs.2600-9000

Accessories: Belts: Rs. 495-1295

Caps: Rs. 495

Mufflers: Rs. 895

Ties: Rs. 995-1195

 The conclusions drawn, by the store visit were:

 The fastest moving products are wills sports and Classic Wear.
 The least selling product is Club Life.
 Due to demographic factors, Blazers are not a part of their product range in
Ahmedabad.

The basic reason behind this may be the culture and difference in prices of the two
categories of merchandise.

 Their stock is replenished every 3 months and their designer wear comes in the store
1 month after the season is launched.
 They have a Customer Relationship Management program which is a loyalty based
program.

STORE LAYOUT AND DESIGN

The store layout is a free flowing one, which means that the aisle and the fixtures are
asymmetrical. For the purpose of understanding the concepts of store layouts, the store
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lighting, colour scheme and furntures and fixtures and visual merchandising techniques
were carefully and closely studied.

STORE LIGHTING: The well-lit window of the store displays trendy casual wear for both men
and women. The entry in the store itself fills the customers with positive vibe due to the fill
of space with a decent Natural light.

COLOUR SCHEMES: The basic colour schems at all WLS stores is Red-White combination.
Light blue denims teamed with a striped sweater is the look for men while tights are
teamed with a purple cowl-neck sweater and accessorised with a woolen beret for women.

FURNITURE AND FIXTURES: The store consisted of free-flowing grid form. The major
fixtures were:

 Gondolas
 Racks
 Browsers
 T-bars and D-bars
 Wall units

VISUAL MERCHANDISING TECHNIQUES: Wills Lifestyle follows colour blocking which

essentially means displaying clothes of same colour together. They also play with checks
and stripes depending on the season. Their display for mannequins is changed on weekly
basis.

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