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| Wills Lifestyle's 'Signature Line' continues to lure with collections by leading designers |
| Announcement / Corporate Nov 25, 2009, 15:54 IST |
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Autumn-Winter 2009 presents trendy & chic designs by 8 super stars of fashion arena
Designer–wear so far seen on the ramps and appreciated for its distinctive creative edge has been out of reach of consumers at large because of its limited distribution and inaccessible pricing.
In the last quarter of 2006, this began to change with the roll-out of Wills Lifestyle ‘Signature line’ that offers consumers across the country, designer-wear for their wardrobes.
The Wills Lifestyle Signature line, the largest ever initiative in the Indian fashion industry to take designer wear to consumers, offers a choice of aspirational yet wearable designs at accessible price-points through a nationwide network of stores. It is an initiative that has been welcomed by consumers across the country.
Wills Lifestyle partners with leading designers of the country to create the grand finale collection of the Wills Lifestyle India Fashion Week and subsequently the collection is launched at its stores across the country.
In Autumn-Winter 2009 Wills Lifestyle yet again takes the celebration of fashion from ramp to racks with customers making a style statement with chic designs by leading designers of the country. This Fall-Winter features ensembles by some of India’s leading designers like JJ Valaya, Rohit Bal, Satya Paul, Rina Dhaka, Ranna Gill, Shantanu-Nikhil, Rajesh Pratap Singh and Rohit Gandhi-Rahul Khanna.
“We have received an enthusiastic response for the Wills Lifestyle Signature line. Designer clothes had niche clientele, Wills Lifestyle’s designer wear initiative is expanding that base with providing the customers with the very best of designerwear.” says Mr. Atul Chand, Divisional Chief Executive, ITC’s Lifestyle Retailing.
Indian consumers are becoming more aware of fashion due to the international media and travel. They wish to express their individuality and are moving away from mere price benchmarks to aesthetics that provide differentiation and exclusivity. This is not just in the metros but also in other smaller cities. The Wills Lifestyle Fashion Week line has received encouraging response beyond just Delhi, Mumbai and Bangalore. Says Mr. Chand, “Designer clothes had niche clientele; Wills Lifestyle’s designer wear initiative is expanding that base. Fashion awareness and aspiration with respect to designer wear now goes beyond the top 2 to 3 cities to such cities as Kolkata, Hyderabad, Pune, Ludhiana and Chandigarh among others.”
For the Indian designers, partnering with Wills Lifestyle is a win-win proposition. They are not restricted in reach to select patrons, but can leverage Wills Lifestyle’s strong retail presence and access a much larger premium consumer base across the country. The designers stand to gain from Wills Lifestyle’s deep understanding of the premium consumer’s tastes and preferences in the prêt fashion market.
The Wills Lifestyle Fashion Week line is for both men and women. Pricing is premium, yet accessible ranging from Rs 3000 to Rs 15000.
Signature Line AW’09:
Inspired by the grand finale theme of ‘Kingdom of Love’, JJ Vallaya’s collection is a rush of optimism in the form of bold glamour and sheer elegance.
Rajesh Pratap Singh’s collection is modern and architectural - a blend of formal and informal, casual chic, equestrian elements with stitch detailing, to uplift the winter greys.
Ranna Gill brings alive the rich colours of fall in a collection of hues that exude jewel tones with a touch of stunning black.
Inspired by Nature, Rina Dhaka unfurls her collection that emulates natural patterns in their most untraditional form.
Rohit Bal presents a rich, luxurious & opulent collection - Raat that brings to light the mysterious colours and moods of the night.
The incredible duo, Rohit Gandhi and Rahul Khanna creates a monochromatic story with black and white like never told before.
Satya Paul embraces the soul with the spirit of Maya, a collection that draws inspiration from the multifaceted, colourful and joyful world we live in.
Inspired by Mumbai nightlife, Shantunu and Nikhil’s collection makes the darkness sizzle with colors.
About Wills Lifestyle
ITC’s Wills Lifestyle has been established as a vibrant fashion brand for the premium consumer. Wills Lifestyle offers a complete lifestyle wardrobe for the premium consumer, incorporating the latest fashion trends, comprising - Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, Wills Signature Designer wear, Essenza di Wills range of fine fragrances, bath & body care products and fashion accessories for both men and women. A nationwide chain of exclusive specialty stores provides the Indian consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation. Currently there are 50 Wills Lifestyle stores in 30 cities across the country, and the brand is making rapid strides in terms of expansion – doubling the number of stores over the next three years. Wills Lifestyle has received wide recognition within the fashion industry including “Most Admired Exclusive Retail Chain of the Year”. For details visit www.willslifestyle.com
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