Advertisement

"Our focus is on experiential campaigns to enhance engagement"- Atul Chand, ITC

?
wills-main

Wills Lifestyle, one of the most premium fashion and lifestyle brands in the country has recently jumped on the experiential bandwagon to charm its target audiences. After previously launching campaigns featuring RFID tags, 360 degrees selfie booth and fashion drones, the brand has come up with a new and interactive #MannequinsOnABreak campaign.



In a candid conversation with Atul Chand, Divisional Chief Executive, ITC Lifestyle Retailing Division we at EE find out the importance of experiential campaigns for the brand and how its marketing strategies differ from that of its competitiors.



What is the marketing philosophy for Wills Lifestyle as a brand?



Wills Lifestyle has always been at the forefront of innovation and driven the business of fashion in India with novel interactive platforms. We recognize the influence of experiential marketing and interesting communication platforms. Following the phenomeonal success of RFID tags, 360 degrees selfie booth and Fashion Drones at fashion events, we continue to lead the way in enhancing consumer experience at the brand stores with a truly innovative mix of fashion and technology. This is the future of fashion retailing.



We already have a large presence online and we now want to build beyond that across various on-ground platforms by adopting technologies that not only will be a first in the fashion space in India but also are more interactive and connect with fashion enthusiasts’ and customers.



What was the idea behind launching a #Mannequinsonabreak campaign?



The idea behind the #Mannequinsonabreak campaign is also to showcase the entire festive season collection in an interesting manner and promote technology-enabled marketing. It is about creating a virtual fashion show for your customers. Wills Lifestyle has pioneered integration of technology in the fashion segment and the first-of-its kind holographic activity is yet another initiative from the brand.



The brand has recently used a lot of experience driven campaigns to wow its TG. Any specific reason for choosing experiential campaigns over traditional marketing platforms like Print and TV?



The objective behind choosing experiential campaigns is to continue being at the forefront of innovation and leading the way in enhancing consumer experience at the brand stores with a truly innovative mix of fashion and technology.



For example #MannequinsOnABreak campaign helped us step away from usual model oriented ads and managed in creating a distinctive identity amidst the clutter.



What are the different fashion properties that Wills Lifestyle is associated with?



We were associated for over 10 years as the official sponsors of India Fashion Week. Right now, our focus is on experiential campaigns at the store level to enhance customer experience by syncing fashion with technology.



What is the investment that Wills Lifestyle put in such on-ground campaigns and events every year?



As a part of our  overall brand-building exercise, there are various projects identified and undertaken to resonate with the objectives set there-in. The investments are in-line with those projects.



How does Wills Lifestyle differ from its competitors in their marketing as they seem to be following the same trend of fashion events?



The brand marketing strategy for Wills Lifestyle has been anchored on fashion and technology. The differentiation comes in the way events are leveraged both offline and online. In the recent past Wills Lifestyle was touted as the first fashion retail brand to introduce real time online marketing using the RFID technology, reaching consumers across multiple social media platforms.



It was the first ever-Indian fashion platform that synced all the happenings at the fashion week by sharing them in real with participants on Facebook, Twitter & Google hangout.



Being at the helm of creativity, we have integrated modern technology with fashion yet again this season thereby creating a unique way to display our new collection and enriching consumer experience in the brick and mortar world. The objective is to create awareness about the new season collection and drive people to the store for one of its kind brand experience.


Tags assigned to this article:
experiential marketing strategy Wills Lifestyle

Around The World

Our Publications

Advertisement