ITC’s apparel brand Wills Lifestyle now known as WLS, with the new brand identity. The company claims that the apparel brand is made with natural and biodegradable materials. All garments under this brand, will be made of cotton, linen, silk or woolen materials, and are fully biodegradable.
The WLS new brand logo, Tattva, represents the combination of all the elements ie., earth, wind, fire, water and space . The brand adopted the tagline “Live Natural” to supports its position which perfectly suits to the material with which it is made up of.
Initially, Wills life style, clothing segment of ITC, later gained popularity as a niche fashion clothing, even gone to giving franchise. Wills is a cigarette brand of ITC, extended its brand to clothing, though fashion clothing did well and established position in the textile segment among fashion conscious youth and other segments. The probable reason in shrinking the brand name “WLS” an acronym of Wills life style, would be to conceal its Wills cigarette brand image, which is mainly associated with the men. As John Player brand was sold out to Reliance Industries, there is immense need to build a strong apparel brand, could be the another reason for the move. However, the Wills Life Style has got well established image and brand equity, ITC has to create awareness among its customers in order to retain its position in the apparel market.
