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BrandWagon in association with


Madura Fashion & Lifestyle
presents

Brand Vistaar
Every time he observed the portrait attached to his office wall, it left the same level of impact
on him however busy he was.

“I handle that brand!” Mr. Gonzalves proudly pronounced to himself.


As he loved to call it, today was the brain storming day. His team will only think of ideas
about their brand today before meeting up tomorrow to discuss possible implementations.

He wanted to revisit the “Louis Philippe story” one more time. He opened a PDF file that he
had prepared on the same which read as follows:

The Louis Philippe Legacy – a Brief Introduction on the Extension of the Brand
to other products to enhance Shopper Experience
Launched in India in 1989, Louis Philippe has been a statement of status and style for
powerful men. Louis Philippe establishes, beyond a shadow of doubt, that its wearer is a
man of infallible taste and class. This tradition continues from when the brand was first
launched in the United Kingdom, as a purveyor of fine clothing for the discerning European
gentleman.

Entrenched in formal wear, Louis Philippe draws its inspiration from the era of King Louis
Philippe of France -- known as the Citizen King for his generosity of spirit and his
appreciation of the arts. The brand Louis Philippe, symbolizes elegance, class and status,
while addressing the needs of the style conscious power seeker.

From the very beginning, Louis Philippe has combined the finest fabrics with designs
inspired by the latest international trends. Embellished with the embroidered “Crest”, Louis
Philippe wardrobe announces to the world that the wearer has truly “arrived”.

Almost two decades later in India, the “Crest” is prized even more for its craftsmanship and
attention to detail as Louis Philippe continues to celebrate the sophistication and class of the
quintessential Indian gentleman.

Based on intensive consumer research, Louis Philippe has expanded its offering with the
launch of the sub-brand LP Louis Philippe in India in October 2007. Aimed at the early
achievers, LP Louis Philippe is for those who are driven by the basic desire to find
themselves and their significance in the society- that is, to create identity, need wardrobe
versatility. LP Louis Philippe ascertains the new style mantra for the new-age power-seekers
who are cool, spirited and driven by a superior level passion. LP Louis Philippe is for those
who are in a hurry to make a mark in this world and yet, wouldn't compromise on either the
fun or the values enroute.

Louis Philippe test launched its sub-brand Luxure Louis Philippe in November 2008 in select
stores across the country. Luxure has been created to deliver sartorial excellence for the
perfection-seeking connoisseur. It strengthens Louis Philippe's promise to attend to its
customers who appreciate the finer things in life. With Luxure Louis Philippe, consumers
will be able to access exquisite apparel craftsmanship embodied with luxurious materials and
aesthetics as per the core values and heritage of Louis Philippe.

In April 2010, Louis Philippe announced its entry into the footwear market. Launched with
more than 40 exciting designs, offering an unparalleled width in the formals market, it is
available across Classic, Dress and Relaxed categories for those who desire comfort and
style. Louis Philippe shoes have been manufactured with the latest know-how of the Italians
who are known for their fine craftsmanship across the globe.

Louis Philippe is available at more than 80 flagship stores across India, slated to reach 100 by
end of this fiscal. They provide the consumers with an international shopping experience, true
to the brand essence „Mark of Grandeur‟. Apart from the chain of Planet Fashion stores, it is
also available at all leading menswear and department stores across the country.
Louis Philippe has been accorded “Superbrand Status” since the year 2004.
Building a Brand – The Importance of the Right Story

1. “Luxure Louis Philippe”

“Art for art‟s sake makes no more sense than gin for gin‟s sake.”

Somerset Maugham

In the first half of the nineteenth century, its last and most loved king ruled France. Louis
Philippe, the „Citizen King‟, was adored as much for his unpretentious rule, as his aesthetic
sensibilities. Being rightly dubbed as the unofficial style director of his era, the monarch‟s
artistic undertakings went on to become milestones in French art. The famous figure of
Obelisk at the Champs Elysees in Paris is a living example.

Forty years after his reign ended, the influence of this patron of arts was felt all over again
during the Art Nouveau insurgence. A movement that finally broke down the barriers
between the fine arts and their applied counterparts, Art Nouveau (French for „New Art‟)
flourished across Europe on the premise that every artist should be able to work his or her
magic in any medium, be it architecture, furniture design or high fashion. So that art may
become a part of everyday life.

But, like all things new that eventually get old, Art Nouveau too lived its lifetime. Half a
century later, however, fashion came full circle. There was renewed interest in the creations
of the Art Nouveau period. Aficionados scrambled to acquire rare pieces of antique Art
Nouveau furniture to uplift the status of their living rooms. And a men‟s wear label inspired
by this „New Art‟ of another age, was born.

As a tribute to the art of the era gone by and the connoisseur of the present one, brand Louis
Philippe took birth in United Kingdom in 1965. Fashion houses of the 60s, 70s and 80s as
well as French households took to the „haute couture‟ image that brand Louis Philippe
exuded. They welcomed into their open wardrobes and shelves, the fashion label that had
introduced the idea of coordination with class to the modern gentleman. The Louis Philippe
man had arrived.

The illustrious reign of the great monarch and the Art Nouveau movement thus left an
indelible mark on not just the pages of history, but also in the interlinings of the attire of
every gentleman worth his salt. And now, once again, Louis Philippe invites you to celebrate
the craft of the artisan in true Art Nouveau style.

An ode to the tailor, craftsman and artist, all rolled into one. Louis Philippe presents Luxure,
its masterpiece.

2. “LP Louis Philippe”

An identity and a style statement rolled into one.

New-age power seekers finally get what they‟ve always deserved. Style, attitude and
panache. Gentlemen, allow us to present LP Louis Philippe a creation of, for and by a
superior level of passion. A coloured gusset on the side seam. An innovative trim. A unique
fabric wash. Half the battle is already won with your all-occasion LP wardrobe.

The LP Louis Philippe line has an exciting range of shirts, trousers, t-shirts, suits, jackets and
accessories to provide a complete wardrobe.

“Finis Coronat Opus”. Or quite simply, "the finish crowns the work”.
With this design philosophy, every LP Louis Philippe is a trove of hidden treasures with
subtle nuances that will delight the wearer and allow him to discover something new every
day.

“Impressive!” he said to himself as he finished the eBook.

“I think the brand has a huge potential for diversification into other products. We need more
ideas!”

The Challenge we present before you is to help Mr. Gonzalves incubate possible Brand
Extensions for LOUIS PHILIPPE

Teams are required to provide answers to, among others, the following questions:

 What is the rationale of the proposed extension?


 What could be the related and unrelated brand expansions of the above chosen brand?
 How should the brand extension be marketed?
 What should be its pricing structure?
 Who should it be targeted at?
 How would you launch it in the market?
 Cost Benefit analysis of the extension
Rules:
1) Teams can register themselves at the Quo Vadis website
2) Each team can have a maximum of two members
3) A student cannot be a member of more than one team
4) All members of the team must be from the same institute
5) There is no restriction on the number of teams from a college
6) The entry must be sent to brandvistaar@gmail.com
7) The length of the case solution must not exceed 2500 words
8) Solution format: Font Size – 12, Font Type – Times New Roman, 1.5 line spacing and
the file should be a Microsoft Word .doc or .docx / PDF.
9) The entry name should be in the format specified- brandvistaar _teamname
10) The entries must contain a cover page carrying the names, phone nos. & email ids of
all the team members. These details must not be mentioned anywhere else in the
document.
11) The email subject line must be brandvistaar_teamname_institute name
12) Please read the case study carefully for detailed instructions and deliverables
13) Short listed students will be intimated by email and on Quo Vadis Website
14) The decision of the organizers of the contest and the panel of judges will be final and
binding on all contestants

Dates

Stage 1 Deadline : Entries must reach us by 12th November 2010, 23:59:59 hrs
Results of Stage 1 : 15th November 2010
Final Round : 20th November 2010

Final Round during Quo Vadis at IIFT Campus

Prizes:
1st Prize : Rs. 30,000/-
2nd Prize : Rs. 20,000/-

Contacts:
Akshay Moorthy : + 91 9999 6222 92
Raghav Mehta : + 91 99106 86944
Shweta Gaggar : + 91 93137 04221

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