Facebook, Flicker and Twitter. Hoping to attract the young and tech savvy, Wills Lifestyle, the brand behind the trendy clothes and the fashion week as well, is using social networking sites to boost its sales.
It has more than 16,000 fans on Facebook as well as a presence on other interactive websites like Twitter and Flicker.
"As a lifestyle brand, we believe we should keep on doing things to engage consumers. It is very important to be where the consumer is spending maximum time and it is new-age media like Facebook, Twitter, YouTube and Flicker," Atul Chand, chief executive of ITC's lifestyle retail business division, told IANS.
"Right now, we are leveraging on technology. We are using the power of technology for brand building and it is benefiting us big time," he added.
Wills Lifestyle is one of the main sponsors of the Fashion Design Council of India's mega fashion event - Wills Lifestyle India Fashion Week (WIFW). In the last two editions, WIFW roped in actress Gul Panag and jewellery designer Farah Ali Khan as celebrity Twitter faces. They tweeted regularly during the five-day fashion fetes.
"The idea to have a celebrity Twitter face is that in a few seconds, the fans, who are following the star, get to know about latest happenings of the WIFW. This helps to reach out to people sitting all around the globe," said Chand.
This year, WIFW started another initiative called 'celebrity photographer'. Model Sheetal Mallar clicked exclusive backstage and green room pictures and posted them on Facebook fan page of Wills Lifestyle.
"We wanted our Facebook fans to view some exclusive pictures of the WIFW on our Facebook page. So we had chosen supermodel Sheetal Mallar and she had clicked pictures of green room and events that were very exclusive for our fans," said Chand.
Apart from this, the brand has also tied up with online portals like rediff.com, sify.com and HomeShop 18 to sell Wills Lifestyle apparels. According to Chand, there are more online sales of men's products compared to women's.
"It is a very surprising fact that men's apparel sell more online because they know their exact size. Also, not all our apparels are available online; only the pieces that we feel don't require much of the customisation of fit are put for online sale," said Chand.
He also pointed out that people usually buy Wills Lifestyle products online to gift and the profit made with the online sales is equal to business made from one store.