Fashion Marketing ManagementTo develop a marketing plan for Louis Philippe Presented by: Shrestha Dey (12) Sanjay Kumar (18) Darshana Phukan (19) Chandan Kumar (23)
Louis Philippe• The brand was launched in India in 1989 and it created the super premium segment in the Rs 5000 crore mens readymade category.• It originally belonged to Madura garments and was later acquired by Indian Rayons (now Aditya Birla Nuvo).• Louis Philippe draws its inspiration from the era of King Louis Philippe of France, who, for his generosity of spirit and his appreciation of the arts, was known as the Citizen King.
• The brand is the first to launch international fashion trends in the Indian market.• The brand initially positioned as "Signed Designer wear" later extended the positioning to create a sense of exclusivity.• The brand is also the first to launch iconic collections. The Black and White Collections (1996) and the super premium Gods and Kings (2003) ensured that the fans are excited about the brand. Another blockbuster product from the brands stable was the Perma Press range of 100% wrinkle free shirts which became a huge hit with the executives.
Product Mix• Shirts The shirts are made from the finest cotton fabrics in fine counts retains its original color finest cottons in the world.• Trousers The Louis Philippe trousers are available as both premium cotton and formal trousers. The finest cotton fabrics are from the best mills in India of 80s going up to 120s.
• SUITS Louis Philippe has managed to capture a 14 per cent market share within just four years of launch, making it the second biggest player in this category.• T-shirts The Louis Philippe range of T-Shirts takes the brand value even further. Starting with a range of 2 ply 100 per cent cotton T-Shirts in Polo Pique, the range also encompasses a 2 ply double mercerized range of T- Shirts.• Winter wear• Louis Philippe has been making steady progress in this area by offering an outstanding range of woolen blend sweaters and stylish jackets. In 2003, Louis Philippe launched its first all-leather jacket, the first premium brand to do so.
SEGMENTATION, TARGETING AND POSITIONING• Segmentation done by Louis Philippe is on the basis of the following• Geographical factors : The brand is present in metros/urban cities/exclusive outlets/malls.• Demographic factors : Youth (young executives) and middle age market /medium to high income groups.• Psychographic factors : Style conscious contemporary Indian man who’s driven by fashion and the small time money bag who is driven by sex appeal.
• Target Market Its target group is the status-conscious male in the age group of 25 to 40; someone who feels is a notch above others in terms of style, fashion and attitude. They are also large adaptors of fashion.• Positioning It positioned itself as a super premium mega brand and was the first to launch such a category in the Indian market. From being a formal menswear brand, Louis Philippe is now positioning itself as a complete apparel brand for men, with offerings in the casual wear segment also.
Proposed marketing plan for Louis PhilippeTo develop a new range of :• Sportswear• Casual wearSegmentation:-Geographical : The brand is present in metros/urban cities/exclusive outlets/malls.Demographic : For sportswear-16 to 29 year age group /medium to high income groups. For casual wear- 16 to 24 yrs.Psychographic : Style conscious Indian man who’s driven by fashion.
Place strategy: Louis Philippe garments are available at 117 stores. Target town should be tier 2 and tier 3 along with metropolitans.Positioning:• People feel it’s a premium brand.• Fashion oriented brand.• LP has a good brand image.Target product:• Sportswear• Casual wear
Target Pricing: It is a premium & super premium brand of India. It should also target price range in between Rs.1999- 5999.Target age group:• For sportswear-16 to 29 years.• For casual wear- 16 to 24 yrs .Target place:• All the best super-market of the city across India.