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Divisional Chief Executive ITC's Lifestyle Retailing Business Division
Wills Lifestyle has made great advances in bringing the best of fashion through craftsmanship
ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through Wills Lifestyle and John Players. Atul Chand, Divisional Chief Executive, ITC'S Lifestyle Retailing Division, shares branding strategies employed at the company and the expansion plans of its premium fashion brands.
What is the target for 2020 for ITC's Lifestyle Retailing Division?
The target for 2020 is to make John Players and Wills Lifestyle the foremost consumer experience brands in their own segments. To grow at a CAGR of 15-20 per cent and get to more markets and expand our footprint to make fashion accessible to the Tier II and III markets of the country. Some of the core focus areas would be footprint expansion, brand building initiatives and innovating on product portfolio offering best of products for our ever-evolving consumers.
What have been the achievements across retail brands at ITC in the last five years?
In the last five years, we have created new benchmarks towards bringing premium products to consumers, connecting with them through stronger brand initiatives, enhancing availability of our products through a wider retail and trade footprint. Listed below are key moments from this journey of the last few years.
Launched in 2000, Wills Lifestyle stands for the core values of elegance, sophistication and exclusivity. Wills Lifestyle became the title partner of the country's most premier fashion event - India Fashion Week - the largest business-to-business platform for the fashion design industry. Working with the best designers in India, it championed the ramp-to-rack initiative making exclusive designerwear available to its clients. For nearly a decade the Wills Lifestyle India Fashion Week created benchmarks and remained the most revered fashion event in India and the largest in Asia.
The collaborative range of designerwear through this initiative is sold across our Wills Lifestyle stores as Wills Signature. The range offers an exquisite expression of styles created by India's leading designers - Rohit Bal, JJ Valaya, Pankaj & Nidhi, Ritu Kumar, Rohit Gandhi & Rahul Khanna and more.
Wills Lifestyle has made great advances in bringing the best of fashion delivered through top notch craftsmanship to customers over the years, be it luxurious formalwear, vibrant relaxedwear or chic eveningwear. The Luxuria range is the top-of-the-line formal offering from the brand along with Ecostyle range of pure linens and organic cottons. Wonder Press range has wrinkle-free shirts and special finishes of Coolmax and Thermolite.
The relaxedwear line of the brand, Wills Sport, has been revitalised with the launch of the new Wills Sport logo in 2014. The new logo has been put on all casual merchandise adding spiritedness and vibrancy to the fastest growing category of casuals and denims. Women's westernwear is a rapidly growing category for the brand encapsulating soft tailoring along with desk-to-dinner ensembles.
John Players was very sharply positioned as a brand for the young male who was desirous of vibrant, bold and contemporary fashion. Over these years, the brand has successfully created its loyal base of customers across a network of 400+ EBOs, 1600 MBOs and LFRs and e-commerce stores and has been rated as one of the Top 5 Most Exciting Apparel Brands for the last three years.
With John Player Jeans as a brand extension in denims, the brand offers experimental washes, contemporary fits and edgy styling in denim wear. The brand has innovated with limited edition range of knitted denims, laser-printed denims, summer denims and more. The entire range of denims from the brand, have 'stretch' in their fabric as a mandatory feature.
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