1. Fashion Marketing Management
To develop a marketing plan for Louis Philippe
Presented by:
Shrestha Dey (12)
Sanjay Kumar (18)
Darshana Phukan (19)
Chandan Kumar (23)

2. Louis Philippe
• The brand was launched in India in 1989 and it
created the super premium segment in the Rs 5000
crore men's 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.

3. • 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 brand's stable was the Perma Press
range of 100% wrinkle free shirts which became a huge
hit with the executives.

4. 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 80's
going up to 120's.

5. • 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.

6. 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.

7. • 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.

8. Proposed marketing plan for Louis
Philippe
To develop a new range of :
• Sportswear
• Casual wear
Segmentation:-
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.

9. 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

10. 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.