Louis Philippe: The Growth of a Super Brand in India
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These new super premium ranges of branded apparel were priced 100 percent higher than the other existing premium brands in the market. The Louis Philippe brand was also extended to cater to the needs of different customer segments. Louis Philippe entered the luxury market for men's formals with the introduction of the 'Luxure' sub brand. Luxure was very successful and contributed to nearly 15 percent of the total revenues in the stores in which it was introduced. Louis Philippe introduced another sub brand called 'LP' for semi-formal clothing for young customers. It also introduced premium footwear for men in the year 2010. The introduction of new sub brands paid off and the sales of Louis Philippe reached Rs. 6.5 billion for the fiscal year ending March. 2011. But Louis Philippe was also facing some challenges in the form of new players entering the market and an increase in excise duties which increased the price of branded apparel. The question to be asked is whether Louis Philippe will be able to sustain its growth momentum in future and what the implications are for marketing. This case is meant for MBA/MS students as a part of the Brand Management/Strategic Marketing Management curriculum.
The case will help the students:
Differentiation, Positioning, Brand extensions, Line extensions, Market leader strategy, Retail, Brand equity, Distribution agreement, luxury apparel, Competition, hyper-competitive, International retail brands, Super brand, Branding, Market research, Louis Philippe, Zara
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