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Louis Philippe - Redefining brand experience

By Vaishali Tanwar | Vjmedia Works | 1 | April 23, 2013

The brand's new landmark store at South Extension, New Delhi embodies Louis Philippe consumer's need for aesthetics, comfort and craftsmanship.

Madura Fashion & Lifestyle's premium menswear brand Louis Philippe recently unveiled is new retail identity store at South Extension, New Delhi. Spread across 4000 sq ft, the store is the brand's biggest outlet in New Delhi. According to the brand, the space was designed as a lifestyle store rather than just an apparel store. In line with this, the merchandise mix at the store straddles offerings from  classic Louis Philippe formals to the more contemporary LP Sport and the super luxurious Luxure and catering to all wearing occasions. The store also offers Made To Measure service, a facility that will allow customers to create personalised ensembles.
 
"The premium positioning, heritage credibility, superior quality and attention to detail were the prime drivers for designing the store. The objective was to create a landmark store at South Extension, New Delhi, one of the most sought after locations in the country that brings alive this thought in a modern concept,” shares Jacob John, Brand Head- Louis Philippe, Madura Fashion & Lifestyle.
 
The store façade is borrowed from the brand's heritage and creates a landmark façade with architecture reflecting European style from which the brand derives its inspiration. The idea was to showcase merchandise as part of a lifestyle rather than just apparel and that called for wide spaces created through the use of a white environment. Hence, all-white finish inside creates a classical premium look.
 
This is further accentuated by display units in vintage-looks dotting the layout. The store is divided into two sections. The non-apparel section is finished in white glass and the glass railing on the staircase creates an interesting juxtaposition of modern and classical European look aptly reflecting the brand's contemporary outlook while still respecting all things heritage.
 
With each section taking on a differentiated look, the store design incorporates some interesting elements such as floor fixtures in vintage look, small library with waiting area near the trial room and lamps & console to enhance'House of Louis Philippe' look.
 
Talking about their future plans, "We plan to continue with this concept for our new stores that are opening this year. However given the vagaries of the store size, location, space, etc, exact replicas of this design may be difficult to implement across all stores. We are however trying to bring about consistency in how our stores look and feel across the country and this design concept if the first step in this direction,” Jacob adds.
According to the brand, the store has become a benchmark in the branded apparel industry and has received rave reviews from its partners and competitive brands.
Louis Philippe has witnessed that within three months of launch, the store has become one of its best stores in the country in terms of turnover. Customer loyalty being measured through the Louis Philippe CRM program has improved from 20% to 30% with repeat sales from loyalty program members.
 
 
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