[CASE STUDY]- Louis Philippe: An Indian Brand Sharing Intimate Relationship with Social Media

22/12/2016
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Louis Philippe
Parent company Madura Fashion & Lifestyle (Aditya Birla group)
Category Apparel and accessories
Tagline/ slogan ‘The upper crest’
USP Symbolizes elegance, class, status, and a lifestyle that is noticeably royal and luxurious

About Louis Philippe

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Launched in 1989, Louis Philippe is an Indian brand of men’s apparel and is measured for representing their style and status. The name is seen as the first brand to introduce international fashion trends, experimenting with different weaves in fabric, offering seasonal collections and establishing widespread clothing range including trousers, suits, blazers and accessories.

“We aim to strengthen our commitment to our consumers by providing them with the best of what Louis Philippe has to offer. We look forward to engaging our consumers fashion sense with the brand’s classy and exclusive offerings.”

Sooraj Bhatt, COO, Louis Philippe and Allen Solly

“Louis Philippe is based on craftsmanship, quality and excellence. Aligning our product and merchandise and delivering the promise of the brand will be the focus.”

Pranab Barua, CEO, Madura Garments
A few interesting information to help you know the name better:

It draws its inspiration from the era of King Louis Philippe of France, known as the Citizen King.

  • The legacy went to Madura Fashion & Lifestyle – a division of Aditya Birla Nuvo Ltd.
  • It fashioned the super-premium men’s readymade segment in India.
  • It specifies the use of only Suvin, Egyptian or Pima cotton fabrics in its shirts.
  • Its ‘Permapress’ range of shirts is the first 100% wrinkle-free shirt made from Japanese fabric which has a soft handle and retains the crisp, freshly ironed look throughout the day.
  • The brand has the distinction of innovating the first ever ‘left-hander’ shirts in India.
  • It is the first brand to offer exclusive made-to-measure suits to consumers.

Brand Values

Louis Philippe is stated as the initiator bringing fashionable formals, semi-formals, and casual range. The focus on luxury and the detailed craftsmanship of every piece confirms that each Louis Philippe garment buyer belongs to ‘The Upper Crest’.

Social Media Strategy Review

It is known for running various exciting campaigns on Social Media, in line with its core branding strategies. The efforts have led it to establish a substantial community on its social media platforms and it works connecting the power of these communities to further build an impressive online reputation.

Jack in the Box Worldwide’ is the digital agency that handles the digital strategy of the brand.

Louis Philippe on Facebook

With huge 733K fan base on Facebook, the brand’s current growth rate is of 13% and it says that the name is doing pleasantly well on the platform.

It keeps on experimenting with social media campaigning likewise #ChristmasGifting and is making good use of applications to showcase product launches.

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Louis Philippe on Twitter

It has more than 13.6 K followers on the microblogging platform and receives most of the engagement through retweets.

One good thing that Louis Philippe does is that it interacts heartily with its followers. This is the very essence of the platform which makes it customers’ favorite.

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Louis Philippe on YouTube

The brand’s channel on Youtube is called ‘House of Louis Philippe’ and is really popular, though the entry is very recent. With 5961+ subscribers and over 5 lakh views, the channel takes users behind the scenes of its collection and integrates Facebook and Twitter campaigns with YouTube.

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The medium is used to promote products. There are several promotional clips featuring renowned personalities which are actually interesting to watch.

Louis Philippe – In Pursuit Of Excellence

Louis Philippe launched their latest TV campaign that is based on the brand’s core values of excellence and quality. The film summarizes the journey of the Louis Philippe man and the world that is his to knowledge.

A whole new take on excellence, that makes the Louis Philippe man an experienced collector, driven by a perfectionism that does not allow him to settle for anything less than excellence.

Louis Philippe – The Label

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The Label by Louis Philippe is an online magazine with all the latest information in men’s fashion and lifestyle vertical.

With the sheer brilliance of content, it has an amazing readership and also delivers info on other consumable and entertaining topics.

This e-magazine goes beyond trends and features products that interest men with sharp taste. It serves as a handbook to the enriching lifestyle of the contemporary Indian man.

“Label for us has an extremely higher purpose in establishing and positioning the brand as a true lifestyle one and we don’t want the objective to become secondary in our push to sell more. So footfalls are almost a secondary objective towards launching a portal like Label.”

Sridhar Rajaram, Marketing Head, Louis Philippe

Here stats have been put in to express the increasing popularity of Louis Philippe, backed by its magazine ‘The Label’:

  • Unique Visitors: 1,249,993
  • Facebook Page: 218,468 Likes
  • Sessions: 1,472,596
  • Twitter Page: 2,162 followers
  • Page Views: 2,937,689

The brand owns its present on Instagram and Pinterest as well and the growing footprints on Facebook, Twitter and YouTube are showing that the name is experiencing positive interaction level with customers.

It is stepping forward getting successful campaigns like #The Dressing Room. On social media platforms, the numbers are growing too and a little more creative energy can do wonders for the brand.

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Louis Philippe takes drives that enable it to establish and affirm deeply personal bonds with customers, especially through below-the-line promotions. So, finally it got revealed that the brand is sharing a comfy relationship with Social Media which is bringing it closer towards growth & development.

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