3.2) Louis Philippe

03. Brand Study

3.2] Louis Phillippe

3.2.1) Brand History

It is a subsidiary of Madura Fashion & Lifestyle, which is a division of the Indian conglomerate Aditya Birla Group, the brand was founded in 1989. Named after Louis Phillippe, King of the French from 1830 to 1848, the brand is one of the largest apparel brands in India. The brand was introduced in India, it focused on quality and on providing good value for the money it charged from its customers. Madura Fashion and Lifestyle (FL), which owned the Louis Philippe brand, started to focus more on it after it acquired the global rights for the brand in the year 2000. In 2001 and 2003, Louis Philippe introduced two super premium ranges of branded apparel for men called 'Perrma Press ' and 'Gods and Kings ' .

3.2.2) Brand overview

These new super premium ranges of branded apparel were priced 100 percent higher than the other existing premium brands in the market. The Louis Philippe brand was also extended to cater to the needs of different customer segments. Louis Philippe entered the luxury market for men ' s formals with the introduction of the 'Luxure' sub brand. Luxure was very successful and contributed to nearly 15 percent of the total revenues in the stores in which it was introduced. Louis Philippe introduced another sub brand called 'LP' for semi-formal clothing for young customers. It also introduced premium footwear for men in the year 2010.

3.2.3) Brand Meaning

The brand symbolizes elegance, class, status, and a lifestyle that is noticeably royal and luxurious Louis Philippe designs are unique and are inspired by the latest global trends. Its design meets the current fashion trend as well. Excellent Advertising – This brand has an excellent advertising feature and due to which it is, in fact, has greater visibility worldwide.

3.2.4) Target Audience

Louis Philippe targets younger, urban upper-class professionals and sophisticated businessmen. In Formals, Belmonte' s targeted customers are middle-class men and metro/ sub-metro professionals. Its price range is lower than market competitors . ‘The Complete Man ’ is a perfect competitor of ‘The Upper Crest. ’ They also target the same customers like Louis Philippe-urban high-class businessmen or professionals, but it inclines casual and entertainment look. It also includes product lines that range from affordable and mass-market to luxurious, high-end style and cater to every age group, from children and youth to men and women.

3.2.5) Brand Philosophy

This brand philosophy is what Prestige Fashions relates with. Louis Philippe is for those who are driven by the basic desire to find themselves and their significance in the society – that is, to create identity and need wardrobe versatility. LP Louis Philippe ascertains the new style mantra for the new-age achievers who are cool, spirited and driven by a superior level of passion. Louis Philippe has a significant market share, and it is the result of its high price and unique product offerings. Louis Philippe is for those who are driven by the basic desire to find themselves and their significance in the society – that is, to create identity and need wardrobe versatility.

3.2.6) Brand Feeling

Consumer values keep on changing as the other players offer and attract them. Thus, innovative products and promotion strategy plays an important role which the company proved by launching various products from time to time. Louis Philippe introduced the Luxury brand in stores across India in November 2008. This premium collection supports brand Louis Philippe' s promise to deliver excellent style to discerning customers who appreciate the subtle quality and style. With Luxure, consumers have access to exquisite apparel, superior craftsmanship, high end materials and delicate aesthetics. All of these are the core values and the legacy that describes Louis Philippe. The brand relies on print ads in magazines and newspapers for promotions primarily. Their print ads are very carefully drafted and in all the ads it is made sure that the brand itself comes out as the star instead of the models. The brand recently has associated itself with games such as golf and thereby tries to establish connection and an emotional relationship with the segment of target audience which values perfection and quality.

3.2.8) Brand Positioning 3.2.7) Brand Value

The Label is an online fashion and lifestyle magazine for men by Louis Philippe. It has a turnover of more than US$150 million. Louis Philippe is stated as the initiator bringing fashionable formals, semi-formals, and casual range. The focus on luxury and the detailed craftsmanship of every piece confirms that each Louis Philippe garment buyer belongs to ‘The Upper Crest’ .

Its positioning by offering higher quality and pricing to create a strong foothold among, especially with the international labels entering the country. The brand has been able to survive the slowdown and has been growing by 20 to 25 percent in recent years, registering a turnover of Rs 1,200 crores last year. The brand symbolism of being "Achieved" . Very rarely brands attain this kind of status. Louis Philippe is the first brand to experiment with the introduction of iconic collections. Periodically the company introduced an exciting range of collections so that they can retain the excitement of their consumers.