A look at how a fashion brand like Wills Lifestyle can utilise social media to increase consumer interaction and sales. This presentation is not for professional reasons. It has been created merely as a project.

2. • To create an online presence of the brand.
• To connect with the customers digitally &
socially.
• Reach out to customers & enhance online
experience of present & prospective
customers.
• Increase customer loyalty.

4. Total Facebook users in India 4,57,74,260
Position in the global list 3
Penetration of Population 3.9%
Penetration of Online Population 56.51%

5. Facebook pros:
 Large user base, both international (900 million) and national
(45 million).
 Visual medium allowing sharing and tagging of photos and
videos.
 User-friendly interface. Easier to share & receive ideas.
Facebook utilisation:
 Regularly upload photos of currently available collections at
all WL stores.
 Regularly upload photos of new, soon-to-be launched
collections, offering users a sneak peek of offerings before the
products hit the stores.
 This makes users feel special, as they are the ones who are
acquainted with something to which not many people are.

6.  Fashions are fickle, that tend to changing with seasons.
 Create different albums for different seasons i.e. Spring/Summer,
Fall/Winter and Monsoon (considering Indian diaspora) .
 Upload albums featuring dressing styles like ‘Workplace dressing’,
‘Friday Dressing’, ‘Weekend Dressing’ & share photos giving the users
different options & style tips regarding the same.
 Consumers will perceive these as efforts made by the brand to reach
out to them and provide them complete style solutions for all seasons
& trends.
Tease users by uploading behind-the-scenes videos of photo shoots.
 Post links on the page which direct users to site where WL
collections can be viewed in 360⁰ providing users with ‘complete
viewing experience’.

7.  Hold regular interactive polls on the Facebook page, asking
members/users what they love to wear. Everyone loves an
interactive brand.
e.g. “Summer’s here. What colour will you be sporting this
summer?”
 Conduct feedback interviews of willing customers in all major
Wills Lifestyle stores across the country. Video-record responses
and upload them on the Facebook page.
 If the customers are members of WL’s Facebook page, tag
them in the videos. This achieves two things :
• Videos are visible to the tagged members’ friends,
generating more eyeballs.
• This prompts more existing consumers to go ahead and give
feedbacks of their shopping experiences.

8.  Regular competitions increase interactions of the
consumers with the brand.
 Organize fun competitions regularly so that interaction
goes beyond only giving fashion tips & suggestions.
 Hold competitions asking customers to design certain
looks using Wills Lifestyle creations. The best look & its
designer will be featured on the brand’s Facebook page &
website.
 Give customers exciting incentives to increase
participation.
E.g. Prize for winning a competition could be availing some
WL stuff for free or at a special discount.

9.  Now-a-days, sales made by a brand’s showrooms in terms of sales/sq. ft. have
gained importance too.
 More the no. of customers attracted into a showroom, possibility of more
sales being registered by the particular showroom.
 Select the grandest WL showrooms across the country. Upload photos of
these showrooms on the Facebook page, giving users & fans a sneak peek into
the detailing of the retail spaces.
 Contrary to the proverb, people do judge a book by its cover.

10.  ‘Lifestyle’ does not mean only fine clothing, but
also ‘fine living’.
 WL offers fine living through Club ITC.
 The rich indulgence of Club ITC can be showcased
online through WL’s Facebook page.
 Upload photos & albums of ITC’s luxury hotels &
elegant suites. Doing so allows users to experience
luxury online, an experience they would like to have
in real life.
 Add a feature of scoring points. Users can invite a
certain number of people to ‘Like’ WL’s Facebook
page, and score a certain number of points, which
can either be encashed in a WL store, or which
entitle them to stays in some of ITC’s luxury hotels.

11.  The WLIFW is an important
event sponsored by the brand,
and very popular across India.
 To promote this event online,
shoot teaser trailers of upcoming
WLIFW events to excite the
viewers.
 Upload separate videos
containing montage of interviews
of celebrities that have graced
past WLIFW events, designers who
have participated in the events &
models who have walked the
ramp for such events.

12.  Twitter has a very young user base in India. It is home to the more
socially driven.
 Hashtags (#) are the most important part of Twitter.
 People create a hashtag relevant to the issue to be discussed & all
tweets addressing that issue include that hashtag. This enables
everyone to check, at one place, what the world thinks about a
certain incident/event.

13. • Create funny/quirky/engaging hashtags to
get Twitterverse talking about the brand.
• Keep tweeting information using this
hashtag, and make it one of the top ‘trends’
on Twitter.
• The more the issue is discussed, the more it
trends. The more it trends, the more it is
noticed, and hence, more discussed.
E.g., tweet fashion tips using hashtags like
discussions
#lifestyletips or #WLTips
• Twitter allows .gif files. Keep the display
picture of the WL handle as gif files. Could
be collage of models wearing WL creations,
or just the creations sans models. Good for
#trends @tweets
instant notice.

14. • Live tweet about ongoing WLIFW events.
Live tweets = text + related photos.
• Ensure WLIFW trends on Twitter.
• Tweet links to articles in newspapers &
magazines featuring news, views &
interviews of WLIFW officials, designers,
etc. associated with WL & WLIFW.
• Ensure designers participating in the
WLIFW include the relevant # while
tweeting on through their individual
handles.
• Ensure that questions asked by followers
don’t go unnoticed. Online spats to be
strictly avoided. Real or virtual, Image Is
Everything.

16. • Instagram - Easy-to-use, photo-
taking, editing & sharing mobile
app.
• Encourage users to take photos of
their favourite WL collections,
using one or all the 11 filters
provided by the app & post them
on Facebook & Twitter.
• WL can post images of collections
edited with Instagram.
• Drive traffic to the website and
social pages.
• Hold visually stimulating
competitions and giveaways.

17. • WL can take cues from other
brands that have demonstrated
use of Instagram in effective
ways.
• E.g. Levi’s used Instagram
competitions to find new
models for their campaigns.
• GE asked users to take pictures
of GE products that inspire them
the most, and state the reason
using tag #GeInspiredME
• Adidas asked people to click pics
of themselves in various Adidas
styles & then chose ‘the city
with the best style’.

18. Take Interest in
because…

20. • Pinterest is a Virtual Pinboard
on which users can organize
and share beautiful &
interesting content that they
come across on the web.
• Goal is to connect people
across the world through the
things they find interesting.
• Useful & effective platform for
brands to share their images
which help drive traffic to their
website or even sell products.

21. • Create different Boards of
various collections.
• Spring/Summer board,
Fall/Winter board, Corporate
Look board, Casual Attire
board, etc.
• Include the ‘Pin It’ button on
the brand’s official website, so
that users can directly pin the
products/accessories that they
like onto their boards of
interest.

22. • Polyvore is a fashion social-commercial website that allows
users to assemble sets of clothing & accessories from the
website’s database of items.
• It is of special importance as it has been selected in the
prestigious Time Magazine’s list of 50 Best Websites of 2011.

23. Like many other major brands,
Wills Lifestyle can leverage the
popularity of Polyvore by releasing
its products on the site for so that
fans can ‘play’ with them & create
‘fashion collages’

24. • Wills Lifestyle can create its
own YouTube channel &
release all related videos on
it.
• It can also release Live HD
streamings of WLIFW
shows.