The first launch campaign positioned Louis Philippe as a 'signed designer wear'. The focus of this campaign was on promoting the brand's exclusiveness and the virtues of premium quality. The campaign highlighting 'The making of the perfect shirt' had a stellar impact on the target audience. The initial promotion sought to create an association between Louis Philippe the brand as an embroidered signature logo on the shirt label and the 'Crest' on the right cuff.
Louis Philippe's second-generation promotion aimed for a subtly altered position. The next campaign conveyed that those who wore Louis Philippe belonged to an exclusive club, The Upper Crest. Consumers were reminded that those who wore Louis Philippe belonged to the upper crust of society - thus very strongly reinforcing the premium and aspirational image of the brand. The embroidered 'Crest' was promoted as a visual mnemonic for the brand - succinctly encapsulating the brand positioning of premium, exclusive and having fine taste. Starkly simple, the campaign has run very successfully for over a decade.
Today, the iconic 'Crest', by itself, provides the wearer with the guarantee of being well dressed. Along with the promotional line 'The Upper Crest', it has successfully come to automatically connote the brand and its values to discerning and aware Indian consumers.
Since the brand is specifically targeted at a very premium consumer segment more akin to 'patrons' it has been using effective consumer relationship initiatives to make the communication more personalised. Using the latest CRM techniques and driven by strategies honed by information from the database of established consumers, Louis Philippe seeks to acquire new consumers and retain them in ways that reinforce the sense of exclusivity and distinction.
To this effect Louis Philippe uses campaigns that enable it to establish and affirm deeply personal bonds with people who use its products, especially through below-the-line promotions. Thus, the brand supports select and refined cultural activities, such as theatre festivals in Bangalore, Delhi and Mumbai. It has successfully staged several premium Broadway musicals for an elite, and only-by-invitation audience.
Last autumn/winter Louis Philippe launched its new campaign 'Another Life'. Based on the realities deduced from an extensive and focussed research, the campaign culminates on a single thought — the exploration of a moment that is larger than life and surpasses all experiences hitherto experienced. The campaign triggers the consumers' most extravagant dreams, but is in sync with their ambition and behaviour. This feeling is captured in the two words 'Another Life' which became the theme for this extravagant campaign.