WILLS LIFESTYLE AS A BRAND OF ITC

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PRODUCT MANAGEMENT AND BRAND MANAGEMENT BY: SHWETA DOKWAL

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CONGLOMERATE OF...... ...DEALS WITH APPAREL SEGMENT

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WILLS LIFESTYLE, being an unrelated diversification .... ....aimed at improving its brand image , which, in turn, may help its core business. WHY WILLS LIFESTYLE......?

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ITC entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. Wills Classic formal wear (2002) and Wills Clublife evening wear (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. To mark the occasion, ITC launched a special 'Wills Signature' , taking the event forward to consumers. ABOUT WILLS LIFESTYLE..........

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BRANDING STRATEGY CO - BRANDING

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WILLS SIGNATURE Presenting an exquisite line of designer wear - Wills Lifestyle India Fashion Week. WILLS CLASSIC Featuring the finest shirts complemented by exquisite suits and jackets, made by master craftsmen. New language of charming sophistication. VERTICLE BRAND EXTENSION OF WILLS LIFETYLE WILLS SPORT Vibrant designs create magic in breezy fabrics. Racy stripes and enchanting details add charm to the purest linen and cotton. BRAND ARCHITECTURE

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Synonymous with elegance and style that is effortless and chic, Wills Lifestyle presents a premium fashion wardrobe for men and women. BRAND PERSONALITY ...Thus Wills Lifestyles Has Adopted Sophistication As Its Brand Personality

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RED - “ red carpet treatment ” & “ paint the town red ” (VIP, celebrities or high profile person & celebration, partying, abandon, fun, and excitement). WHITE – Peace, Perfection & sophistication. TAGLINE : - “ Enjoy the Change” APPEARANCE & BRAND ASSOCIATION

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COMPETITORS OF WILLS LIFESTYLE

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LOGO BRANDED CLOTHING CASUAL-CHIC STYLISH COOL BOLD FRIENDLY SOCIAL OUTGOING SELF ENHANCEMENT FRIENDLY CLASSY YOUNGER BRAND FUN MAKING CUSTOMERS INDO-WESTERN SOCIAL EXTROVERT KAPFERER BRAND IDENTITY PRISM

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BRAND AMBASSADOR OF WILLS.....?

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All of these had led to: - 2003: Most Admired Exclusive Brand Retail Chain of the Year 2009: Most admired Fashion Brand of the year - Fashion Forward 2012: Was accorded the ‘ Superbrand ’ status in the top 10 ‘Most Trusted Apparel Brands 2012’ by The Economic Times The Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle . CONCLUSION

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