Louis Philippe upgrades positioning to take on competition

Louis Philippe, the premium menswear brand from Madura Garments stable, is changing

its positioning by offering higher quality and pricing to create a strong foothold among, especially with the international labels entering the country. The brand has been able to survive the slowdown and has been growing by 20 to 25 percent in recent years, registering a turnover of Rs 1,200 crores last year.

In terms of pricing, Louis Philippe has decided to increase the rates by Rs 100 to Rs 500 depending upon the craftwork involved in a particular product. This also includes sub-brands meant for the younger set of customers. In order to promote this new positioning, Louis Philippe has launched a show, ‘pursuit of excellence’ hosted by Vijay Amritraj and participated by people who have excelled in their respective careers like Amitabh Bachchan, Deepak Parekh and AR Rahman.

TheLabel.in by Louis Philippe, an e-content platform was re-launched recently with renewed focus on new and emerging social trends. With a focus on men’s fashion and grooming, The Label serves as a guide that helps the reader keep himself updated about the world of style and sophistication. With a fresh take on the content having experts contributors on board, TheLabel.in, aims to be a ready reckoner for men’s fashion. It has already attracted over 3,00,000 subscriptions and gets more than a million unique visitors every year.