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Business Strategy Of Louis Philippe Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 1309 words Published: 1st Jan 2015

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Art for arts sake makes no more sense than gin for gins sake said by Somerset Maugham.  Finis Coronat Opus or, quite simply, The finish crowns the work.Every garment in this line is a suggestive example of this philosophy. The range has subtle design distinctions that will glee the wearer and allow him to discover something new every day. Shirts with fine sewing on inner sleeve plackets, trousers with a special tape on the inner waistband tucked under the trim fabric, suits and jackets with the centre cover button stitched with thread of the brand color to make a subtle design.

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About Louis Philippe

Louis Philippe (extracted from Franco-Italian culture) lures its name and its stimulus from King Louis Philippe of France Louis Philippe. It is an international men’s fashion brand which symbolizes status or rank and lifestyle. Louis Philippe tantamount with premium was launched in India in 1989 with the concept that the person, who wears it, is a man of infallible taste preference and different class. Louis Philippe always focuses on global fashion that gives it indisputable premium and an exclusive image. Louis Philippe is a leading brand in formal as well as quasi-formal wear. From its commencement, Louis Philippe has been seen as the supplier of fine clothing for the discriminating European gentleman. This international super brand offers stylish ensembles for the fashionable Indian man also. Garments under such label combined the finest fabrics with designs inspired by the latest global trend of fashion and addressing the needs of the style-conscious fashionable male.

In India, Louis Philippe garments are available at 119 stores in 50 cities in 21 states, and at the exclusive LP stores created by famous European architect John Marsala. The brand continues to be the leader in retail sales in all leading menswear and department stores. Its retail experience is further amplified by Madura Fashion & Lifestyle’s retail chain – Planet Fashion.

Louis Philippe Products

Louis Philippe has launched its sub-brands (LP and Luxure) in November 2007. LP by Louis Philippe aims at young achievers and fashionable urbanites, who demand clothing flexibility. It establishes the style mantra for younger generation. LP is the brand for those who are in a flurry to make a mark in this world, but will not compromise on either their values. With two trendy fits in shirts and denims, four styles in trousers and three in suits and jackets, the LP range provides ample options for customizing a wardrobe to individual preferences. Its product categories are shirts, trousers, suits, jeans, blazers, shoes, T-shirts and accessories.

Louis Philippe launched the Luxure brand in select stores across India in November 2008. Created to deliver tailored elegance for the refined aficionado, the masterpiece collection strengthens brand Louis Philippe’s promise to deliver excellence to customers who have an appreciation of the finer things in life. With Luxure, consumers have access to exquisite apparel, consummate craftsmanship, luxurious materials and delicate aesthetics, all cores to the values and heritage of Louis Philippe.

Business Strategy of Louis Philippe

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India’s fastest growing branded apparel companies and a premium lifestyle player in the retail sector recording a blazing growth rate of over 25 per cent year-on-year. After consolidating its market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy the most prestigious global fashion wear and accessories within the country. The company’s brand portfolio 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. Madura Fashion & Lifestyle is defined by its brands – Louis Philippe, Van Heusen, Allen Solly, Peter England and People that personify style, attitude, luxury and comfort.

Madura Fashion & Lifestyle reaches its discerning customers through an extensive network comprising more than 1,000 exclusive and franchise stores, and over 2,000 premium multi-brand trade outlets, both within and outside India. Madura Fashion & Lifestyle sources only from factories that are compliant with the Factory act and each factory is independently audited by the International Textile Services (ITS) and Société Générale de Surveillance (SGS) for international clients such as Louis Philippe, Marks & Spencer and Van Heusen.

As a part of it retail expansion plans and branding initiatives, Madura Fashion & Lifestyle’s premium menswear brand Louis Philippe is planning large format flagship stores, almost four times bigger than the existing ones in metros across the county. A division of Aditya Birla Nuvo, the company has already come up with a new 10,000 sq. ft. store in Chennai. “We are opening large format flagship stores at crucial locations such as metro cities that will enhance look and feel of the brand for customers. In the next fiscal, we will open 6-8 such stores,” said, Louis Philippe Brand Head Mr Jacob John. By the end of the current fiscal, Madura Fashion & Lifestyle would have 120 stores and close with revenues (at retail prices) of Rs 900 crore. Louis Philippe the core brand of Madura Fashion & Lifestyle is expected to contribute over 60 per cent of the company’s turnover at Rs 570 crores in 2011-12 followed by 33 per cent from LP sub-brand at an estimated Rs 300 crores while the high-end Luxure sub-brand is expected to fetch Rs 25 crores this year (2012). The large format store at about 5,000 sq ft would house the mother brand Louis Philippe, sub-brands LP and Luxure and all accessories of the brands like ties, belts, socks and footwear. The company plans to open about 15 large stores across the country next fiscal.

Louis Philippe has been undertaking new branding initiatives and has recently associated itself with golf. Inspired by the success of league based tournaments featuring city centric teams, the brand has launched Louis Philippe Cup for golf in partnership with Professional Golf Tour of India (PGTI) and Rishi Narain Golf Management.

Besides the large format stores, the company that currently has over 100 stores across India, plans to add 40 new stores each year. The embellished ‘Crest’ is a sign that the wearer of a Louis Philippe wardrobe has truly ‘arrived’. Today, the ‘Crest’ is prized even more for its focus on luxury, exquisite craftsmanship and attention to detail, establishing that its wearer is truly a member of ‘The Upper Crest’. The comfort and perfection of the clothing is also evident in their line of elegant shoes, crafted from the finest leather, and their range of innerwear, sourced from the softest cotton.

Menswear brand Louis Philippe is planning to grow aggressively through large format stores during the next fiscal.

The logic behind this is to strengthen Louis Philippe as a lifestyle brand rather than just an apparel brand, said Mr Jacob John, Brand Head, Louis Philippe, Madura Fashion and Lifestyle.”Our business growth will come from lifestyle requirements of consumers and not just from apparel requirements,” he also added.


Explain the strategy adopted by Louis Philippe in opening up of large Format Stores?

Explain the role of Madura Fashion in brand expansion of Louis Philippe?

Elaborate the term “new branding initiatives”?

Why did the company choose the name “Louis Philippe”?


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