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Web Exclusive | October 2016

Wills Lifestyle takes to ‘high flying’

Wills Lifestyle, ITC's premium fashion destination continues to be at the forefront of experiential marketing and consumer outreach innovations by introducing ‘Flying Fashion’ to launch the AW’16 collection. Being India's first and industry original, Wills Lifestyle becomes the first fashion retail brand to introduce flying mannequins to showcase the new collection by integrating technology like never before.

After the success of RFID tags, 360 degrees selfie booth and the #MannequinsOnABreak campaign, Wills Lifestyle leads the way in enhancing consumer experience through ‘Flying Fashion’ where in drones are seen demonstrating the features of light and wearable fabrics in the Wills Lifestyle’s AW’16 collection. The clutter breaking innovation aims to set another benchmark by Wills Lifestyle in showcasing the new collection with a novel, never-seen-before use of drones on mannequins at Ambience Mall, Gurgaon, today.

Speaking about introducing this novel concept, Atul Chand, Divisional Chief Executive, ITC Lifestyle Retailing Business, said, “Wills Lifestyle always aims to be a game changer in the industry, whether it is through our collections or our innovative campaigns. Recognizing the power of interactive marketing and technology led platforms; Wills Lifestyle wants to be at the centre of experiential marketing revolution in fashion by reaching out to consumers who are also our ambassadors, fashion enthusiasts and influencers.”
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