How Louis Philippe Acquired 20% of the Apparel Industry by its Secret Marketing Strategy

   
•     Team Digitofy
   
•     November 30, 2023

Louis Philippe reigns as one of India’s leading premium menswear brands. We analyze the strategic pillars that have allowed it to capture the imagination of affluent Indian professionals through an aura of internationally-inspired prestige.

About Louis Philippe

Owned by India’s most prominent fashion conglomerate, Aditya Birla Fashion and Retail Limited, Louis Philippe was launched in 1989 to bring international men’s fashion to Indian consumers. It offers premium formalwear, business wear, ceremonial clothing, and accessories for men through an expansive retail network.

What’s New about the House of Louis Philippe?

This season, Louis Philippe has launched sub-brands to strengthen its hold across menswear segments:

• LP Sports & Leisure – Athleisure line targeting fitness enthusiasts
• LP Jeans – Contemporary denimwear blends Indian fits with global styles
• LP Wedding – Curated outfits from sherwanis to suits for grooms, guests

In keeping with the radar of premium international labels, the brand constantly updates its collections across existing lines.

Minding the Manor – Understanding the Louis Philippe Gentleman

The quintessential Louis Philippe customer is a well-educated Indian professional aged 28-45, gainfully employed with leading multinational corporations or homegrown conglomerates and drawing a handsome 5-figure monthly pay package. 

Some also run their successful ventures. They have global outlooks, often traveling overseas for business or leisure. Back home, they have active social lives punctuated by constant celebrations, weddings, cultural events, and elite parties.

These patrons seek out Louis Philippe for stylish attire that allows them to seamlessly straddle occasions as varied as a boardroom presentation, a wedding reception, or a golfing brunch. They admire the brand’s classically inspired designs for finesse and understated elegance. 

Most of all, sporting Louis Philippe’s contemporary cuts and rich fabrics signal their discerning taste and provide visual cues to those around them of their professional stature and social standing amidst India’s elite circles. Beyond the mere utility of dress, Louis Philippe clothes help craft the wearer’s image as someone who has arrived in life, equally at home in Bangalore’s business districts as in the opulent venues of Mumbai’s cocktail circuit.

Also, Watch Our YouTube Shorts Video on : Day 8 – How Louis Philippe Acquired 20% of the Apparel Industry by its Secret Marketing Strategy

Marketing Mix

Fashioning Fusion: Blending International Tailoring with Indian Textiles

Louis Philippe’s products fuse international styles with Indian sensibilities. Ethnic touches in formal jackets or shirts carrying intricate embroidery patterns while upholding a sharper silhouette testify to this oriental adaptation. By deftly weaving this convergence into entire product lines spanning formalwear, casual wear, and occasion wear, Louis Philippe sustains depth in its offerings to dress its clientele entirely, from boardroom meetings to wedding receptions.

Priced for Power Players: Positioning Louis Philippe as Premium yet Affordable Luxury

By pricing products between 2 and 4 times the mainstream brands, Louis Philippe creates a perception of premium value. Indian male consumers can access global trends through clothing crafted from delicate fabrics, detailed stitching, and superior craftsmanship. This positions Louis Philippe as an affordable step up to the rarefied air of unattainable luxury brands.

Crafting Experiences across Channels: Uniting Physical Retail and Ecommerce for Seamless Shopping

With 400+ outlets across 150+ cities nationally and bolstered by e-commerce partnerships, Louis Philippe clothes are widely accessible through exclusive brand stores in premium locations. This control over distribution allows the company to manage customer experience directly across metro outlets and smaller cities.

Promotions Strategy 

Lavish marketing campaigns convey Louis Philippe’s aura of prestige through alliances with premium global icons and Indian role models who mirror the pinnacle of success. Endorsements by Richard Pattinson, Virat Kohli, and Sourav Ganguly help position it as a brand synonymous with excellence. Alongside, seasonal collections are launched through print ads in leading fashion magazines and across digital channels targeting social media influencers.

Unique Marketing factors

• Celebrating Heritage, Embracing Progress: The Louis Philippe Brand Code

Louis Philippe adeptly positions itself as an affordable premium Indian brand by harmonizing British heritage with local comfort. Its brand identity stitches together bespoke designs inspired by London’s Savile Row with native Indian sensibilities – bandh gala jackets fused with British cuts, Achkan sherwanis carrying intricate embroidery, and slim-fit churidars offering cerebral aesthetics. 

This deliberate blending of occidental sophistication with indigenous comforts runs consistently across its products, promotions, and retail channels. In doing so, Louis Philippe has struck a chord with its target audience – successful Indian men who effortlessly straddle local and global paradigms.

They are as much at ease in a boardroom presentation as attending their best friend’s wedding. By infusing this cultural fluidity within its brand identity, Louis Philippe mirrors the cosmopolitan realities and aspirations of Indian professionals and business people pursuing status and success.

• Spotlighting Stars: How Celebrity Power Imbues International Prestige

In a landscape where celebrity endorsements are commonplace, Louis Philippe distinguishes itself by aligning with A-list celebrities who exemplify global recognition and extraordinary success across cinema and sports. 

Past brand ambassadors from Richard Pattinson, Sourav Ganguly, and Virat Kohli underscore excellence within their respective domains. Their collective star power characterized by worldwide fame coupled with nationwide fan following allows Louis Philippe to project a similar code – of achieving distinction on international platforms while retaining proud Indian roots. 

Like its brand identity, which fuses occidental and oriental influences through products and retail presence, Louis Philippe’s brand associations follow a similar strand by borrowing equity from these celebrities who embody the pinnacle of cross-cultural success.

Key Takeaway

Through its unique brand identity, marrying British sophistication with Indian comfort, Louis Philippe has struck a delicate balance between global styles and local sensitivities. This is echoed by celebrity associations blending worldwide recognition and national glory. Together, they anchor Louis Philippe’s pitch as a globally-inspired Indian premium menswear brand catering to professionals who seek to balance cosmopolitan outlooks with traditional roots across work and life. 

Its prestige pricing adds just the suitable layer of aspiration, sitting affordably above mainstream brands but accessibly below ultra-luxury European labels. An omnichannel retail presence caps off its appeal for time-pressed patrons. With solid brand positioning and sharper execution across products, pricing, promotions, and distribution, Louis Philippe seems destined for even more glory as India’s leading premium menswear brand for the globally-inspired Indian elite.