COMPANY PROFILE

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. ITC Lifestyle Retailing Business Division made foray into the Rs. 200 billion ready to wear apparel industry with the launch of its Wills Sport range of internationally-styled premium relaxed wear for men & women in the year 2000. The companys first exclusive store Wills Lifestyle was opened in South Extension in Delhi in July 2000. The WLS chain of exclusive stores later expanded its range to include Wills Classic formal wear in 2002 and Wills Clublife evening wear in 2003. Later in 2006, WLS became the title partner of the premium fashion event India Fashion Week. This association has helped the brand grow stronger and also make the product portfolio richer. The lifestyle retailing business division also caters to the mid-segment market through its brands John Players and Miss Players.

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 popularizing the concept of branded apparel. 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. Three years later, this five-day bi-annual extravaganza has become part of the social calendar of the rich and famous. The high-end lifestyle industry is booming in India. The effects of this can be seen on the country's streets, discotheques and bars even in shopping malls and multiplexes. In slow measure these are percolating from metros to class I cities and migrating from there into smaller towns. 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 specialization 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. Indeed, the brand can take credit for institutionalizing a nascent industry and helping create a greater appreciation for fashion itself.

Objectives of the study:

The various objectives of the study are detailed as follows: In-depth Study of retail management in Wills lifestyle store in Bhubaneswar. Study of various aspects such as Store layout, Visual merchandising, categories, assortments, positioning of the store, CRM activities and promotional activities. Examine the positive and negative aspects of strategies applied and provide recommendations for improvement.

Scope of the study:

The various scopes of the study are detailed as follows: In-depth understanding of retail management strategies adopted by Wills lifestyle stores. Gives insights into effective management of the stores by avoiding the problems associated.

Wills Lifestyle-Bhubaneswar (Saheed Nagar):

The store that was studied for this project was the one located in Saheed Nagar Bhubaneswar (Orissa).

Self Observations:
As per the requisites of this project, the Wills lifestyle store at Saheed NagarBhubaneswar was very keenly observed to understand the focus of the company on various aspects of retail management in the stores. The various areas which were studied includes the following: Store Layout Identifying different categories Visual Merchandising in the store Study of width and depth of assortments Different promotional activities in the store Customer Relationship Management Positioning of the store

Store Layout:
On careful observation of various aspects of store layout the following were noted: Mannequins: Very limited display has been done through the mannequins. The entire store had only one male mannequin which displayed a casual wear. Fixtures: Low height circular tables: are used to display t-shirts, pullovers, neck ties and tops again for the purpose of easier accessibility to merchandise. Small and light colored wooden panels: are used to stack merchandise such as shirts, t-shirts and pants. The wooden panels are alternated with bars and hangs to showcase ladys tops, corporate suits and jackets. Circular Hangers: were used to display belts. Wooden Showcases: were used to display toiletry products, cigarettes and perfumes.

Categories:
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 gen next.Wills Classic premium shirts are made from the finest Egyptian Cotton while its range of luxurious linen jackets has the unmistakable touch of European master craftsmen. Wills Sport, the fashionable relaxed wear, is designed to complement the lifestyle of today's consumer. Racy stripes, energetic prints and trendy dobbies distinguish its shirts while its cargos, denims, capris and trousers are recognised for their fine finish and gentle hand feel. The range of evening wear, Wills Clublife, has been created to complement the preferences of premium consumers. Sensuous satin and sequins embellished on jacquards and alluring prints are the flavour of the evening. To evolve as a complete fashion wardrobe,Wills Lifestyle has also introduced a vast range of fashion accessories such as ties, shoes, handbags, wallets and belts. 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. It offers top-of-the-line garments under exclusive labels such as Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear and Wills Signature designer wear for special occasions. To strengthen the lifestyle statement, Wills Lifestyle launched a range of fine fragrances and grooming products under the Essenza Di Wills range and a collection of bath and body care products and complementing accessories under the Fiama Di Wills brand.

The different product categories that were observed in the store are detailed as follows: Wills Classic - work wear Wills Sport - relaxed wear Wills Clublife - evening wear & fashion accessories Wills Signature - designer wear , created by the leading fashion designers of the country. Essenza Di Wills an exclusive range of fine fragrances and bath & body care products Fiama Di Wills a range of premium shampoos and shower gels.

Width and Depth of assortments:

After a thorough observation of the different brands, varieties and sizes of clothing available in the store it was marked that the store in Bhubaneswar lacked in depth and width of the assortments. Another thing that was seen is that every style had only one piece of each size and the replacements arrived after stock out only. This is a serious bottleneck in the working of the stores.

Store Size:
The size of the store was relatively small with around 2000 sq ft of selling space. This is very small as compared to the layouts that is there in other metropolitans.

Visual Merchandising:
Different aids used for visual merchandising in the store are detailed as follows: Visibility from outside The lighting was sober with a creamish-yellow effect. The whole store is visible from outside at one go which works as a marketing technique in itself for the merchandise. Displays Medium sized and catchy displays are especially visible. The displays are full of colors & show happy expressions on the faces of the models. Advert on window- Announcing the New Season Launch and fresh arrivals.

Promotion
1. Placards present at the cash counter indicating discounts on paying through cards of specific banks. 2. PROMO OPTION 1: Buy Wills Signature collection worth Rs. 2500 (or above) & get Gift Vouchers worth Rs. 500. (Gift vouchers applicable on accessories & Essenza Di Wills) 3. PROMO OPTION 2: Buy Wills Signature collection worth Rs. 2500 (or above) & Pick Fiama Di Wills worth Rs. 250.

In 2008, Wills Lifestyle developed a campaign voicing the thought 'The World Wants to be You.' The intent has been to take consumer interest in the brand to a new high. The campaign cast a good-looking couple and showcased the inspiring effect they had each time they stepped out in their Wills Lifestyle clothes. The couple is not just noticed, they are emulated by a world which wants to be them. All brand communication exercises, from advertising to the retail experience are carefully orchestrated to reflect these values of the brand

Customer Relationship Management

The following is done in order to have a better relation with the customers: 1. Feedback forms are available at the cash counter in order to record any complaints and suggestions given for improvements. 2. It has a wide range of membership cards available at its disposal, which are given as per the amount generated through the billing. Different cards have different percentages of discounts associated with it.

Positioning
Wills lifestyle is offering premium products at a premium price. It commands a premium positioning in the market through its quality products in almost every segment of the market. It offers Wills Classic in work wear; Wills Sport in relaxed wear; Wills Clublife in evening wear & fashion accessories; Wills Signature in designer wear, created by the leading fashion designers of the country; Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products; and Fiama Di Wills, a range of premium shampoos and shower gels. It is a specialty store where only the brands of ITC are there except that of John Players and Mis Players.

RECOMMENDATIONS
From the experience of visiting at the store, a few points were identified which are mentioned here. An attempt has been made to come up with a few suggestions which would help in increasing the effectiveness of the store as well as the brand. The sub brands Wills Classic, Wills Sport, Wills Clublife, and Wills Signature can be advertised separately to increase the awareness these brands. This can be done by putting up separate, easily movable (to facilitate regular change in VM), signage for each brand showing their respective logos, within the store. CARRY BAGS Carry bags are a great means of advertising. The new season launch should be advertised through carry bags also. IN STORE VISUALIZATION The trial rooms dont look like that of a premium brand. It doesnt match up to the facilities provided at other specialty stores like Levis. Centralized cooling is required. Sofas required for comfort (like that at other Wills stores). Mannequins present are very few in number, in order to better visualize the products more number of mannequins should be present and the store layout has to be increased in order to a better feel of the store to the customers. SIZES Only one size of a particular design is available. If the particular design is out of stock then only the stock of that size arrives. This is a major bottleneck in the supply chain and it will cost the company as its most likely that a good designs particular size is sold out quickly and thus increasing condition of stock out of that size. It can be improved by keeping good amount of stock of each size or implementing the Just In Time (JIT) principle.

BRANDS BEING OFFERED It is not keeping John Players and Mis Players among the brands its offering. But these two brands are doing very well in the market, which can be included in order to cater to more wider range of market along with catering to the premium segment customers. OUT STORE PROMOTION Out store promotion throughout the city is negligible even during special offers and seasons. This doesnt help much in the brand awareness as well as awareness about the special offers and seasonal arrivals. So out store promotions through large advertising hoardings should be done in order to generate awareness among people. The browsing of the products being offered and their availability can be checked out over the internet in other stores around the country by the customers themselves, which is not available in Bhubaneswar. This can be included in order to improve customer relations. The womens wear section is secluded in the store and cannot be distinguished. So it has to be made distinguished from the mens section and should be given the same importance in terms of visibility.