Wills Lifestyle’s contract with FDCI ends, association might continue

October 18th, 2008 - 8:44 pm ICT by IANS  

New Delhi, Oct 18 (IANS) Fashion brand Wills Lifestyle is in the last year of being the title sponsor of the premier Wills Lifestyle India Fashion Week (WIFW) but it promises to continue its association with the event in a “deeper and stronger” way even after the end of their three-year contract.The Fashion Design Council of India (FDCI) organizes this fashion event.

“We would love to build a deeper, stronger association with FDCI and this event. We were never just a sponsor for them. We always promoted the business of fashion and we plan to do it for a longer term,” Wills Lifestyle’s divisional chief executive Atul Chand told IANS.

“We have been very happy with the association, our brands have benefited and it has been mutually beneficial,” Chand added.

He elucidated that WIFW is a premium event and so is their brand and the association works very well for the two as they both cater to a fashion and lifestyle market.

Over a span of three years, the brand value of Wills Lifestyle has witnessed an increase of up to 10-15 per cent thanks to its association with a fashion event of such calibre.

“It’s a fact that that our sales increased by 10-15 per cent after we joined hands with FDCI. The lifestyle market is still in its nascent stage so we have to think of the ideas to promote our product and create a market for our designs,” Chand maintained.

Elaborating on the opportunities a platform like WIFW provides to designers, Chand stated: “Fashion weeks like this put Indian designers on the global map as we see a lot of international and domestic buyers showing interest in these designs.

“Apart from this, it also gives designers an opportunity to understand buyers’ preferences and helps them to design their products accordingly. As a result, it also broadens and widens clientele of designers,” he added.

To add to their association with the fashion event, Wills Lifestyle also retails outfits by the designer who showcases at the grand finale of the event.

“Every one dreams of wearing a designer label but that is not always possible. We retail the clothes of the designer who features at the grand finale with the idea of making people’s dream come true,” explained Chand.

“If customers had to buy these clothes out of a designer’s showroom, they would be prohibitively expensive. So we ask the concerned designer to create some outfits in a specific range that is affordable for our customers and ask them to add a hint of their signature touch to their clothes,” he added.

These special designs are priced between Rs.2,000-12,000 and sold through the manifold Wills Lifestyle outlets across the country.

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