case study of wills lifestyle

1. T.S.B
ROHAN SHAH
SEMESTER VI
ROLL NO:49
TEACHER: Mrs. S. Lall

2. Discussion 1
Indian Brand-Wills Lifestyle
Who are their target markets?
WillsLifestylehas been established as a premiumbrand & itcommunicates glamour,fashion &
sophistication amongthe consumers.Itportrays an international rangeof ready to wear apparels and
a complete wardrobesolution for its customer base.
Target Audience includes fashion consciousworkingmen & women.Targeted age group 18-50.
What are their products?
WillsLifestylesellsapparel,fragrances & personal careitems for both men & women.
They segment their products under the name of WILLS SPORT, WILLS SIGNATURE,AND WILLS
CLUBLIFE for better recognition and age differentiation.
What are their main points of parity and points of difference?
The concept of Points of Parity helps marketers to placethe product in linewith the consumer's
frame of reference. Points of parity are those associationsthatarenot necessarily uniqueto the
brand but may in factbe shared with other brands.WillsLifestyleentered the market with the
concept of different clothinglabels such as WillsClassic,Wills Clublife,& WillsSignature.Generally,it
helped them differentiatingtheir apparel under different age group.
Wills Lifestyleprovides its customer with CLUB ITC-a distinctiveloyalty programme exclusively by
ITC,which helps the members to collectpoints and upgradethemselves and enjoy various rewards
and privilege.
Do you agree with their positioning strategy?
WillsLifestylealways positioned itself asa premium high street brand.Itcaters to the need of young
fashion conscious people,the workingclass and thesporty group.I totally agree with the positioning
strategy because WillsLifestylebecame title partner of of the country's most premier fashion event –
Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as the
singlelargestB-2-Bplatform for the Fashion Design industry.
How might the strategies be improved in your opinion?
WillsLifestyleshould makefashion more accessibleatmultipleconsumer segments by entering new
geographies, open more stores and make products more appealing.Itcan come up with a new
segment,like kids section,proper ethnic wears,etc. . It can use ITC’s hotel properties to set up
boutique stores.
Foreign Brand-H&M
Who are their target markets?
H&M strategy is offeringhigh fashion atlow prices,typically targetingworkingclass, lower middle
class and students. The most popular segment is women agingbetween 15 and 30 years,either
still livingathome, in student dorms, or in their firsthouse in urban regions .The target customers of
H&M belong to the group of fashionableand trendy consumers who see shoppingas a social
activity providepleasurein their daily life,who wants to followthe trends without investinga lot of
money. The
target market for H&M is for younger people.
What are their products?
H&M is a retailer thatis lookingto provideconsumers with fashionable,high-quality clothingatthe

3. best price
possible.They offer “fast fashion”clothing,in other words from runway to racks in record time, and
sell European influenced clothingin the American market. Additionally,H&Mcarries clothingin a
variety of categories including women’s casual,men’s business,children’s wear,footwear and
accessories.
What are their main points of parity and points of difference?
H&M startingout in Sweden, shares its international recognition with its fellowcompetitors like
Zara(Spain) and Uniqlo(Japan).Thesebrands havemore than 1000 stores each worldwide, targeting
both the maleand female population.
H&M has carefully targeted specific groups such as youngteenagers or fashion freaks,in regards to
targeting, they believed in differentiatingthemselves by providingdiscounts in noticeably different
ways. Hence, offering stylish fashion dealsthatwere for premium price by other clothing
manufacturers.
Do you agree with their positioning strategy?
H&M aims to occupy a distinctposition,relativeto competing brands,in the mind of the customers. I
totally agree with their positioningstrategy as H&M is lookingto provide consumers with fashionable,
high-quality
clothingatthe best pricepossible.
How might the strategies be improved in your opinion?
H &M’s target customers are interested in season’s latestlooks inspired by design houses around the
world and providingwomen, men, and children contemporary clothingstyles at lowprices.So H&M
should startbuildingstrongstrategy and focus on digital stores in India.
Bibliography
WillsLifestyle
http://articles.economictimes.indiatimes.com/2010-04-21/news/27595300_1_wills-lifestyle-
atul-chand-john-players
http://www.willslifestyle.com/classic.aspx
http://www.itcportal.com/about-itc/profile/history-and-evolution.aspx
H&M
http://blogs.wsj.com/indiarealtime/2015/10/01/a-sneak-peek-into-hms-first-store-in-india/
https://www.academia.edu/12881172/Marketing_Strategy_H_and_M
http://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-
models.asp