Formerly Wills Lifestyle, ITC's WLS, is marketing garments with 100 per cent natural fibres. A quick look at the effort.
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Most brands pick a cause and create advertising campaigns around it. Wills Lifestyle went a step further by integrating the cause into the brand's identity. Last month, Wills Lifestyle announced that it would be rebranded as WLS. The brand promises that every garment and component (fabric, buttons, threads, labels) will be made with natural material. All of WLS' garments will be made of cotton, linen, silk or woollen materials and will be fully biodegradable. As a part of rebranding efforts, WLS will also have a new logo called 'Tattva' that promises to be a confluence of the elements.
WLS has taken the first step. All our clothes are now made from 100% natural fibres such as linen, cotton, wool and silk. We bid adieu to anything artificial and synthetic. #WLS#Naturalpic.twitter.com/jGnU106ili
About Wills Lifestyle's new identity, Vikas Gupta, divisional CEO, ITC Lifestyle Retailing Business Division, says "Evolved consumers understand the consequences of their actions on themselves, their communities and the planet. As global Indians appreciate the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights and inspired by all that is real. Our entire product cycle - from ideating and designing the garments to sourcing and then manufacturing - has been reoriented to live up to our promise to consumers."
The world deserves to see a brighter and happier change, and it begins with you! Here's to a promise of care for nature and a life that is styled with conscious fashion. Take the first step with WLS. #LiveNaturalpic.twitter.com/F9nbvuwJC7
As part of the new brand identity unveiling, WLS launched print ad campaigns in February that included teasers followed by full-page announcement ads on the rebranding efforts. The ads ran in the Times of India on February 6, 7 and 8 this year and on February 18, WLS ran a full-page ad in the Hindustan Times.
Times of India ran a full page ad on both sides of the first page unveiling WLS' new identity Click on the image to enlarge
The full page ad emphasized on their TG - the modern Indian Click on the image to enlarge
The social media campaign that it ran is similar to the teaser ads they put out in the Times of India, with particular emphasis on sustainability and returning to nature.
We're in this, together. There's something exciting coming your way, so stay tuned. pic.twitter.com/O8xBnFiXeV
Join us as we take the first step towards reimagining fashion, naturally. From today, there will be no synthetic fibre in our garments as they will be now made from 100% natural fibres such as linen, cotton, wool and silk. #WLSpic.twitter.com/hdJY6TGob6
The brand has also associated with actress and influencer - Shilpa Shetty - tagging her as a 'Friend of WLS.' WLS is also running a campaign on its social platforms titled #LiveFree. The campaign uses a mix of short videos and creative visuals to drive home the message of conscious fashion that WLS now stands for.
Before conceptualising the new brand direction, the WLS team tells us that a lot of research went into creating an identity that resonates with consumers. "We conducted a qualitative survey from a sample size of 900 respondents after which a series of concept workshops were held to understand the direction to be taken. Based on our findings, it became clear that companies who have clearly outlined their purpose, transformation and initiatives are more resonant with consumers," they point out.
WLS' first teaser ad talked about the oceans Click on the image to enlarge
A return to being 'natual' was emphasized by these campaigns Click on the image to enlarge
While purchasing garments, consumers don't often pay attention to the finer details of what goes into making the clothes they wear - whether it has been created with harmful materials or if it's toxic to their health and surroundings. It is important to be aware of the harmful side-effects of fast fashion; to know if the crop was initially grown with the use of excessive pesticides or was the fibre put through toxic chemicals to make it market ready.
WLS addressed all elements of nature in their teaser ads Click on the image to enlarge
Concerning the use of natural materials affecting the price of the garments, the team reiterated their dedication to sustainability, but admitted that it would cause a "slight upward price shift". They also mentioned that while the brand has taken steps toward sustainability, the team has been doing its best to keep prices close to what they were.
WLS' communication wants the consumer to move away from fast fashion towards sustainablity Click on the image to enlarge
A visit to the WLS site lets a consumer peruse the entire collection and the difference in prices is visible. E-retailers such as Myntra and AJIO still carry Wills Lifestyle merchandise in its old identity. They may not be as sustainable and carry remarkably different styles.
E-retailers like Myntra still carry Wills Lifestyle's old collection Click on the image to enlarge
The difference in prices are quite steep Click on the image to enlarge
Wills Lifestyle's previous collections have strong western influences while WLS features more Indian textures. It's not just the fibre but also the colours, hemlines and patterns on the garments that are different in the new collection. The team mentioned that WLS' main TG was the 'Global Indian.'
The WLS team emphasises that all of its marketing campaigns will be focussing on sustainability and the aspect of the garments containing 100 per cent natural fibres. Future collections of WLS will draw inspiration from various parts of India. Marketing efforts in the digital space will focus on carrying forward from campaigns done for the previous collections titled the 'Voice of Gujarat'. For those campaigns, the team spoke to local influencers belonging to that particular state on where their inspiration came from.
"We need to educate ourselves and come to the realisation that change needs to come first from us."
A few samples from the Voices of Gujarat collection
Crafted using 100% cotton fibers, this geometric print shirt lends a tasteful touch to your everyday wardrobe. So, delve in supreme finesse as you welcome comfort in your life with WLS. Explore the #NaturallyGujarat collection at your nearest WLS store today! pic.twitter.com/BP0ujZKfGt
Cut an elegant figure at work by wearing this solid cotton linen dress with fabric buttons. Witness Gujarat's finesse and craftsmanship through the embroidery and tassels on this one of a kind dress. Visit your nearest WLS store today! #NaturallyGujaratpic.twitter.com/WkwAwacyQs
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