Ajita Shashidhar

Mumbai , Oct. 27

FROM being a formal menswear brand, Madura Garments' Louis Philippe is now positioning itself as a complete apparel brand for men, with offerings in the causal wear segment also. The company is shortly going to foray into denims and has already launched a range of casual clothing such as jackets, knitted shirts and trousers and also printed shirts.

Speaking to Business Line, Mr Vineesh Chadha, Brand Head, Louis Philippe, said, "When we first launched in India, the casual wear market was non-existent. But now, the lifestyle of consumers has changed, and they are willing to spend on causal clothing also. Moreover, with companies no longer strict about formal dressing the youngsters are looking for clothing, which is neither too formal nor casual. We have changed our focus keeping in mind the tastes of the young consumer."

The brand is planning to spend around seven per cent of its total turnover on marketing and advertising activities. Mr Chadha said that the company is shortly going to launch a print campaign, which would be followed by a TVC, showcasing Louis Philippe as a lifestyle brand.

The company is also increasing its retail presence across cities by launching more flagship stores. They have already launched seven stores and are planning to launch more.

"There was a time when consumers used to buy apparel from neighbourhood multi-brand stores, after which they moved to plush large format retail stores which had a number of brands on display. Retail has now moved to the third stage of evolution, where the consumer wants to see the entire range of a particular brand. Therefore, flagship stores form an integral part of the retail strategy of most brands today."

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