The Marketing mix of Louis Philippe analyses the 4Ps of Louis Philippe, including the Product, Price, Place, and Promotion of Louis Philippe. Louis Philippe is associated with Lifestyle and Retail Industry and deals in apparel and accessories. It is a subsidiary of its owner company, Madura Fashion & Lifestyle, a division of its parent company, Aditya Birla Group. Louis Philippe is an Indian brand that was founded in 1989. It occupies nearly 20% of the market share in India’s shirt industry because of its high-end products. Louis Philippe faces stiff competition from rival brands like
- Provogue
- Spencers
- Raymond
- Belmonte
- Reid and Taylor
About Louis Philippe
- Type: Apparel brand
- Industry: Fashion
- Founded: 1989
- Founders: Madura Fashion & Lifestyle
- Headquarters: Gurgaon, India
- Area served: India, Nepal, Sri Lanka, Bangladesh, UAE, Oman, Qatar, Kuwait, Bahrain, Saudi Arabia, and the United Kingdom.
- Current CEO: Deepanshu Ranka
- Number of employees: Over 10,000
- Major products: Men’s apparel, including shirts, trousers, suits, jackets, ties, and accessories
Table of Contents
Louis Philippe Product Strategy
Louis Philippe became an undisputed leader in the formal wear category for men, including semi-formal and formal wear. It has a generous collection of silk, terracotta, and soft cotton products that have dominated the Indian consumer market. Shirts are manufactured using international quality threads and trims, imported buttons, and imported interlining.
Louis Philippe is a supplier and manufacturer of a fine clothing line that combines designs and the finest fabrics inspired by current local trends. Over the years, it has expanded its product collection to include LP LUXURE, an assortment of premium wear, LP Formal, and LP for every occasion. It manufactures products for men who prefer comfort and luxury, and its portfolio includes
Apparel
- Shorts
- Shirts
- Jeans
- T-Shirts
- Blazers
- Suits
- Chinos
- Trousers
- Sweatshirts
- Sweaters
- Jackets
Footwear from sizes 6 to 11
- Party Wear
- Business Casual
- Casual
- Formal
- Leisure Sport
Accessories
- Scarves
- Cufflinks
- Ties
- Wallets
- Belts
- Combo Packs
- Time wear in different shapes and colors
Louis Philippe, a premium brand of men’s apparel, offers a diverse product mix that caters to various style preferences and occasions.
The product mix of Louis Philippe in 2023 is as follows (Source):
- Formal Wear: The brand is well-known for its high-quality formal shirts, trousers, and suits. These products are often made from delicate fabrics designed for a professional and sophisticated look. The suits are particularly notable for their fit and finish.
- Casual Wear: Louis Philippe also offers a range of casual wear, including polo shirts, chinos, and denim. These items are typically more relaxed and suitable for weekend wear or casual outings.
- Footwear: The brand’s footwear collection includes formal shoes like Oxfords, Derbys, and loafers, as well as casual options like sneakers and boots. The footwear is known for its style, comfort, and durability.
- Accessories: Louis Philippe’s accessory line includes ties, belts, wallets, and cufflinks. These accessories are designed to complement both their formal and casual wear.
- Ethnic Wear: In some markets, Louis Philippe has expanded into ethnic wear, offering items like kurtas and sherwanis tailored for festive occasions and traditional events.
- Luxury Collection: For the high-end market, Louis Philippe has a luxury collection that features premium fabrics, superior craftsmanship, and exclusive designs. This range of exquisite apparel includes limited-edition suits, blazers, and shirts.
- Sportswear: Some stores and collections include sportswear items, like golf shirts and lightweight jackets, designed for functionality and style.
Each category showcases the brand’s commitment to quality, style, and craftsmanship, making Louis Philippe a favored choice for those seeking premium menswear.
Louis Philippe Place Strategy
Louis Philippe has spread its presence to every part of India, and its products are also available in several countries worldwide. Its products can be easily obtained in nearly twenty-one states and fifty cities like Rajkot, Ahmedabad, Delhi, Chandigarh, Mysore, Bangalore, Chennai, Amritsar, Mumbai, Pune, Kolkata and Durgapur. It has more than one hundred and nineteen personalized outlets for selling its products in the consumer market.
Louis Philippe has also used the distribution channel of its owner company, Madura Fashion & Lifestyle, to market its products. It has an extensive channel that includes more than fifty franchise stores, one thousand franchisee and exclusive outlets, and two thousand multi-brand premium trade outlets located outside and within India. Products are now easily available to consumers at malls, hypermarkets, supermarkets, and convenience stores.
Louis Philippe’s place strategy is as follows:
- Premium Retail Locations: Louis Philippe primarily positions its stores in high-end shopping malls and upscale marketplaces, ensuring visibility among its target demographic of affluent consumers.
- Exclusive Brand Outlets (EBOs): The brand operates numerous exclusive outlets across major cities, offering a complete range of products and a personalized shopping experience.
- Multi-Brand Outlets (MBOs): Louis Philippe products are also available in multi-brand outlets, allowing the brand to reach a broader customer base beyond its exclusive stores.
- Online Presence: Recognizing the importance of digital retail, Louis Philippe has a robust online presence, selling through its website and major e-commerce platforms.
- Global Expansion: The brand has been expanding internationally, opening sub-brands and stores in select countries to cater to the global market and build its international presence.
Louis Philippe Pricing Strategy
Louis Philippe is a premium lifestyle brand that offers its customers high-quality products. It symbolizes status, elegance, class, and a lifestyle that demotes opulence and regal. The brand has targeted the upper-middle and upper-class sections from the Urban sector as its target customers because they do not hesitate to purchase based on price ranges.
Louis Philippe has adopted a premium and prestige pricing strategy for the style-conscious individual looking for a contemporary fashion statement. Its pricing endeavors have been successful because its target customers are ready to be associated with this premium brand because of its quality and brand status in the market, irrespective of high product prices. It has also implemented a promotional strategy and offers incentives like periodic offers to retain the loyalty of its customer base.
Louis Philippe employs a pricing strategy that reflects its positioning as a premium menswear brand, balancing the perception of quality with value. This strategy is centered around a few key principles:
- Premium Pricing: Louis Philippe sets its prices higher than many mainstream brands, which aligns with its high-quality and exclusive image. This premium pricing strategy helps maintain the brand’s prestige and appeal to its target market of affluent customers seeking quality and exclusivity.
- Value for Quality: Despite its premium pricing, Louis Philippe emphasizes value for money by offering superior quality, craftsmanship, and style. This approach ensures that customers perceive they are receiving adequate value for their higher price.
- Dynamic Pricing Models: The brand occasionally employs dynamic pricing strategies, such as seasonal discounts and promotions, to attract a broader customer base and to keep the inventory moving. These strategies are carefully balanced not to dilute the brand’s premium image.
- Competitive Benchmarking: Louis Philippe regularly benchmarks its prices against other premium competitors to ensure its offerings are competitively priced. This strategy helps retain the brand’s market leadership position and appeal to price-conscious yet brand-aware consumers.
- Product Line Pricing: The brand employs product line pricing, with different price ranges for various product lines, such as its luxury collection, regular collection, and more affordable lines. This strategy helps cater to different segments within its target market, from high-end luxury seekers to those who aspire for premium quality at slightly lower prices.
Overall, Louis Philippe’s pricing strategy is carefully crafted to uphold its premium brand image while catering to a diverse range of customers within the market’s premium segment.
Louis Philippe Promotion Strategy
Louis Philippe is a widely popular brand; its successful marketing strategy has helped it become one of the best shirt brands in the Indian market. The company has focussed on advertising campaigns that project it as a leading brand with an exclusive image. It offers periodic offers to increase its consumer base.
Louis Philippe products are advertised via electronic, print, and social media in television, newspapers, billboards, magazines, Twitter, YouTube, and Facebook. It has adopted new branding initiatives to increase its brand awareness by associating itself with several sports and sub-brands and events. It has partnered with the Professional Golf Tour of India to launch the Louis Philippe CCup for Golf.
Louis Philippe’s promotion strategy focuses on creating a high-end brand image through selective advertising in premium media channels, leveraging digital marketing to engage with a tech-savvy audience, and sponsoring high-profile events and personalities that resonate with its target market of affluent, style-conscious men. This multifaceted approach ensures brand visibility and relevance in traditional and digital spheres.
Some Recent Video ads and Print ads of Louis Philippe are:
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