Louis Philippe, the first choice in the Indian super-premium attire market has a completely new and enjoyable consumer experience by offering a wide range of exclusive garments and accessories for every occasion from luxury to formal, casual and party wear.
Louis Philippe is the biggest super high grade brand with a large foundation of consumers. The consumers display strong loyalty to the brand and have been buying different types of apparel and accessories of Louis Philippe. Today, predicated on consumer research, and the fast-growing demand for Louis Philippe clothing from more youthful consumers, the brand has broadened its offering with thrilling and special attire and accessories amounts. The success of the IT Industry, the BPO industry and the entire growth throughout the market in the country has created great purchasing electric power in the young.
Also, this is a consumer with multiple wardrobes. The buyer has a sport clothing collection for his morning jog, a work wear closet, a semiformal attire for an nighttime with friends and a celebration clothing for the wilder evenings. In addition, he would think its great if all of this were available in a single brand which recognizes his taste and promises quality.
Louis Philippe with its multiple wardrobes now fulfils this need.
As a brilliant premium brand, with international lineage, Louis Philippe is totally built-into the international fashion routine as it goes through the style capitals of the world.
For the summertime of 2005, Louis Philippe launched the "Spirit of Italy" collection, which showcased the latest fashion color - green, which took menswear by a storm. Louis Philippe also shown to its consumer a unique summer time look - red shirts coordinated with white trousers.
For winter 2005, in line with the strong "retro" effect sweeping fashion, Louis Philippe presented the "Blue Records" collection inspired by the jazz of the sixties and seventies and interpreted in modern and modern day styling.
Flagship store at Linking Road
Speaking on the occasion of the release of the Louis Philippe store at Linking Highway, Mr. Vikram D Rao, Group Exec President, Madura Garments, said, "The brand new strategy is to focus on multiple clothing collection needs of this consumer and strengthen Louis Philippe's image as a global top quality lifestyle brand. " Towards this work, Louis Philippe will have an extravagance, formal, semi-formal, everyday, party and a fashion forward lines at the store at Linking Highway. The latest flagship store is also it's most significant - a amazing beautiful 4500 sq foot of space.
The progression of retail in India has seen a few changes in the attitude of consumers. The discerning consumer today is requesting a total brand experience by means of exclusive stores. Louis Philippe has opened up one flagship store on a monthly basis within the last eight months. These stores have a distinctive retail personality emphasising the type of the brand in every element of the store. The uniqueness is indicated in how big is the store (averaging about 3000 square feet) and the design, which targets co-ordination of items (including accessories). The store is conceived as a gallery, where merchandise is showcased as work of art. All other elements - the music using, the scent used and the sitting down area has been chosen carefully to provide customers an unique and world-class experience.
Louis Philippe in addition has launched its unique and exclusive made-to-measure suits and trousers. Louis Philippe customers can choose from a wide range of Italian fabrics and enjoy the luxury of the perfectly fitted and finely crafted stock made suits and trousers.
Establishing brand hook up with the new consumer
The Louis Philippe plan for winter has been shot at Paris. Speaking on the occasion of the start of the Louis Philippe flagship store at Linking Street, Mr. Hemachandra Javeri, Chief executive, Madura Clothing said, "The picture showcases the brand personality, which is that of a 'charismatic head', and the luxury of his lifestyle. "
The campaign will go beyond showcasing a picture to communicate the brand subject matter; it provides a peek in to the head of the Louis Philippe man through an ingenious device: the mind map.
This device sets together a few of the options that can just eventually a Louis Philippe man in a given situation. The results are extremely interesting, whether the Louis Philippe man brings new businesses to his empire or hits up some very interesting connections.
Things you didn't know about Louis Philippe
1.
Louis Philippe created the very premium section for the men's readymade garment category in India.
2.
The brand specifies the utilization of only Suvin, Egyptian or Pima natural cotton for fabrics found in its tee shirts.
3.
The Permapress selection of shirts is the first 100 per cent wrinkle-free shirt made from Japanese fabrics. It keeps a clean, freshly-ironed look during the day.
4.
Permawhite 'the best white formal t-shirt' released taped seams to apparel in India.
5.
Louis Philippe was accorded superbrand status in 2004.
6.
Its collections, whether Black color & White (1996) or Gods & Kings (Celebration season 2003) have establish the criteria for what the well-dressed Indian man should be observed in.
7.
The Louis Philippe Design Studio room is totally included with the developments of premium men's fashion as it evolves in Paris and Milan, the style capitals of the world.
8.
Apart from various retail programs in India, Louis Philippe is present in the centre East and SAARC countries.
Complete product range
Shirts
Louis Philippe uses fabric from the best Italian mills
The shirts are produced from the finest organic cotton fabric from the best mills in India and in foreign countries in fine matters of 80's increasing to 120's. To ensure that the fabric keeps its original color and lustre, Louis Philippe specifies the use of the best possible cottons on the globe. For its Gods & Kings collection, Louis Philippe imports superfine fabric made by the Italian mills Albini and Monti, probably the makers of the best cotton fabric on earth.
The Louis Philippe Permapress tee shirt is an imported garment made in factories that focus on some of the most superior brands worldwide. The very best of cotton textiles are cured with liquid ammonia and resins and the totally composed garment is then baked to provide Louis Philippe customers 'the best formal clothing'. The initial creaseless feature is in a way that even if the fabric is smashed, its 'storage' ensures it returns back again to its original condition.
ADVERTISING AND PROMOTION
The first introduction campaign located Louis Philippe as a 'signed creator wear'. The concentration of this plan was on promoting the brand's exclusiveness and the virtues of premium quality. The plan highlighting 'The making of the perfect tee shirt' got a stellar impact on the prospective audience. The original promotion sought to generate an association between Louis Philippe the brand as an embroidered signature company logo on the shirt label and the 'Crest' on the right cuff.
Louis Philippe's second-generation campaign targeted for a subtly modified position. The next marketing campaign conveyed that those who wore Louis Philippe belonged to a special club, TOP OF THE Crest. Consumers were reminded that those who wore Louis Philippe belonged to the upper crust of population - thus very highly reinforcing the high quality and aspirational image of the brand. The embroidered 'Crest' was advertised as a aesthetic mnemonic for the brand - succinctly encapsulating the brand positioning of prime, exclusive and having fine style. Starkly simple, the campaign has run very successfully for over a decade.
Today, the iconic 'Crest', alone, provides the wearer with the assurance of being well dressed. Combined with the promotional brand 'The Top Crest', it has successfully come to automatically connote the brand and its own worth to discerning and aware Indian consumers.
Since the brand is specifically directed at a very top quality consumer segment more akin to 'patrons' it has been using effective consumer romance initiatives to help make the communication more personalised. Utilizing the latest CRM techniques and powered by strategies honed by information from the database of set up consumers, Louis Philippe seeks to obtain new consumers and maintain them in ways that reinforce the sense of exclusivity and differentiation.
To this effect Louis Philippe uses promotions that enable it to determine and affirm deeply personal bonds with people who use its products, especially through below-the-line campaigns. Thus, the brand helps select and sophisticated ethnic activities, such as theater festivals in Bangalore, Delhi and Mumbai. It has effectively staged several superior Broadway musicals for an elite, and only-by-invitation audience.
Last fall months/winter Louis Philippe launched its new advertising campaign 'Another Life'. Based on the realities deduced from an intensive and focussed research, the plan culminates on a single thought - the exploration of a moment that is larger than life and surpasses all activities hitherto experienced. The marketing campaign sets off the consumers' most luxurious dreams, but is at sync with their ambition and behavior. This sense is captured in the two words 'Another Life' which became the theme for this extravagant campaign.
Important landmark
Louis Philippe reached an important milestone when it crossed the Rs. 175 crore tag (MRP sales) within the last fiscal. It has been a remarkable achievements - creating a super premium segment in the Indian market - in simply a decade and a half.
There were lots of factors that contributed towards attaining this landmark:
* The principle driver for the brand is the incredible emotional connect which it enjoys with the consumer because of the values it stands for and the values its symbol - the crest - means: fine style and fine living.
* Louis Philippe has constantly guaranteed that for each occasion that the buyer wears a readymade garment, they have nothing but the best in its product offering. It has always stretched the price value equation towards the buyer and constantly upgraded him. This has led to a slew of impressive products that only the brand offers or ones where it is the single largest dominating player.
* The brand is definitely at the forefront of getting the latest international trends and fashion to India. Whether it was Cubix in 1999, Riviera in 2002 or the Soul of Italy in spring and coil/summer 2005, Louis Philippe has been adding the latest in fashion to the Indian consumer, in textile design as well as styling.
* Although it was launched as a clothing brand, Louis Philippe has quickly transferred into a dominating positions in trousers and suits and it is aggressively considering the tee top and winter wear market. In addition, it has a solid occurrence in accessories. Today this can be a complete clothing collection brand and is coming to learning to be a lifestyle brand.
Connecting with the new consumer
The Louis Philippe marketing campaign for winter has been shot at Paris. Speaking on the occasion of the launch of the Louis Philippe flagship store at Linking Street, Mr. Hemachandra Javeri, Chief executive, Madura Clothes said, "The picture showcases the brand personality, which is that of a charismatic innovator, and the luxury of his lifestyle. "
The campaign moves beyond showcasing a picture to converse the brand subject matter; it offers a peek into the head of the Louis Philippe man via an ingenious device: your brain map.
This device sets together a few of the possibilities that can just happen to a Louis Philippe man in confirmed situation. The results are very interesting - if the Louis Philippe man gives new businesses to his empire or hits up some very interesting romantic relationships.
Truly a brandname for the appeared global gentleman
