3. About the Organization
ITC sells its products under the Wills
Lifestyle and John Players brands. Wills
Lifestyle was accorded the ‘Superbrand’
status and John Players was included in
the top 10 ‘Most Trusted Apparel
Brands 2012’ by The Economic Times.
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4. Wills Lifestyle
• Wills Lifestyle has also been declared one of 'Asia’s
Most Promising Brands’ by the World Consulting &
Research Corporation.
• Most admired Fashion Brand of the year, 2009 -
Fashion Forward
• The Most Admired Exclusive Brand Retail Chain of
the Year-2008
• The "Best Supply Chain Practices Award 2006" for
time-effective and cost-efficient.
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5. ITC – Line Extension
Wills Lifestyle presents a premium fashion wardrobe for
men and women. Offering a tempting choice of:
• Wills Classic - Formal wear
• Wills Sport -Relaxed wear
• Wills Club life - Evening wear
• Wills Signature - Designer wear along with
accessories for both men and women
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6. Collaboration
Wills Lifestyle has partnered with
several leading designers including
Ritu Kumar, Rohit Bal, JJ Valaya,
Ranna Gill and Rohit Gandhi -
Rahul Khanna co-creations are now
available at Wills Lifestyle stores.
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7. Supply Chain Process
• In 2006, Manufacturing in-house improved flexibility
and responsiveness. There was Obsolete inventory was
significantly educed and the company was much better at
matching supply and demand.
• RFID was the solution that could best increase the
company's responsiveness. The aim was to speed up
existing processes, reduce time-to-market, handle
material efficiently, and bring more accuracy of books
versus physical stock.
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8. • With unique identity of each tag and faster reconciliation,
the magnitude of manual errors was also greatly reduced.
• Assuming a 0.1 % error rate across 3 lakh products every
month, the company estimates saving worth $ 120,000 a
year.
• ITC Lifestyle Retailing has two gigantic warehouses ,
These warehouses run on a warehouse management
system that are tied into MOVEX, a fashion ERP. They
have separate bays that receive, scan, store (in metallic
bins), segregate and dispatch products.
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9. IT Team Efforts
• The IT team looked at this workflow picture and decided
two things:
• 1. Any garment carrying the Wills Lifestyle brand needed
to be RFID tagged at a ITC Lifestyle Retailing factory
(before they got to the warehouse) or at an outsourced
manufacturer.
• 2. They needed to create two RFID tunnels at each
warehouse: one for incoming goods and another for those
leaving the warehouse.
• That's when they turned to solutions such as PLC-based
RFID tunnels for the warehouse and smart, customized
point-of-sale software (POS) for the stores.
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11. Merchandising
Wills Lifestyle stores in different markets is indeed
inconsistent, there is no disputing the fact that they have a
sturdy presence everywhere.
• Currently, there are more than 92 stores in 40 cities. Plans
to open 60 stores in existing and new markets to expand
its retail footprint in India.
• The label is also available at more than 500 multi-brand
outlets countrywide.
• It has 5 boutique stores in select ITC hotels, the most
recent having opened at the ITC Chola in Chennai.
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13. The display is very clear & tells that the main
merchandise on display are apparels and accessories for
teenagers & women.
Creativity : The entire display gives a very homely touch &
is very attractive being for the season.
Effectiveness : The colors being used are bright colors like
blue and red signifying cool, excited, stimulated and
powerful environment.
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14. Promotion
• Give vouchers to their customers.
• Season collections
• Festive collections
• Sponsor local/national teams.
• Create their websites and exhibit
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