Well, Wills has definitely built a brand-image in the niche segment - whether it’s smoking or clothing.
Honesty
I’ve never known Wills lifestyle stores giving any massive discounts. I wonder how it is possible for other stores to give out discounts as large as 70%. Then, are we being cheated for those garments where we pay 100% ? I really am not sure. Last time when I bought a Cargo from Wills, I had to shell out 1250 bucks while the whole of India was giving discounts(diwali festival time).
Brand-Equity
Wills is respected by all of my friends. Be sure, you’ll attract atleast a couple of glances if you are sporting Wills. ’’Do you have Wills?’’ doesn’t anymore mean ’’Do you have Cigarette?’’. It must be a question asked in awe and is attributed for Clothing.
Size
One of the special features of Wills is that there is a trouser to meet everyone’s size. Unlike other garments this does not jumps by 2 inches for the next size. You have 28’’, 29’’, 30’’ and so on. So, those unfortunate beings who’re used to wearing either tight trousers or loose ones can smile wearing a pant that fits firmly :-)
Cost :o(
The only deterring factor. Too costly but comparable easily with ColorPlus, Pepe etc. This factor stops most of the upper-middle-class families from going for a premium brand like this. I personally feel that Wills can reduce the costs by around 15% and make profits by mass selling.
And more than all this, I’m happy to buy Wills because its an Indian brand.
Regards.
PS: I might have missed a couple of parameters like Fashion, value-for-money, availability, etc... but I’d rather suggest you to visit a nearby Wills store it to find it for yourselves.