ETYL PHASE 3 SUBMISSION

Candidate Name: Prateek Singhal

Institute Name: XLRI Jamshedpur
Case Title: New Customer Acquisition for Louis Philippe
 MY APPROACH

Primary Research Secondary Research Analysis

• Customer Survey: 72 • Industry Analysis • Customer Journey Map
respondents • Perceptual Mapping
• Personal Interviews • Pain-Point identification at each
stage of customer journey

Recommendations
• How should Louis Philippe evolve, while remaining relevant to the young TG?
• What brand extensions can we look at?
• How do communicate to the younger TG?
• How do we all this together?
 THE MEN’S APPAREL MARKET
$24 billion Womenswear constitutes 41% of the apparel market, while
menswear constitutes 48%
Size of Men’s apparel
category in India Globally, womenswear is a bigger market than menswear
-Technopak Report
• In the branded apparel segment, Madura Fashion & Lifestyle is
the largest company, accounting for 40% of the revenue and
Branded garments to grow 45% of the operating profit for 2014-15
to 48% of overall
readymade garments to • Arvind Ltd’s retail unit Arvind Lifestyle Brands Ltd is in 2nd place
35% in 2014 with 23% of the revenue share and 19% of the operating profit

Major Players in the

branded formalwear
space:

*Source: Livemint Report

 CUSTOMER DRESSING HABITS
Consumer Dressing Habits 62% of respondents said that they experiment with different
Wear similar clothing
brands for different types of clothing, even though they have
throughout the week, favourite brands for a particular type of clothing
irrespective of occasion
21% 25%
Different dressing style We need to communicate the different kinds of dressing style
on weekends, parties,
and occasions
offered under the different HOLP brands, to increase our share of
wardrobe
54% A different dressing
style every day

Share of Wardrobe
1. Louis Philippe
(formalwear):
9% 14% 2. Allen Solly
Van Heusen occupies a
Formalwear: Occasions of use
15% 3. Peter England larger share, rest all are
13%
4. Van Heusen divided
• For work 15%
• For parties 13% 5. Park Avenue

• For special occasions 21% 6. Arrow

7. Wills Lifestyle

*Source: Primary Research

 AWARENESS & PERCEPTION: LOUIS PHILIPPE
LP lies on the expensive end of
Awareness LP Share of Wardrobe Perception Map
the formalwear spectrum

Formal Wear
LP: 100% of respondents 14%
LP Sport 54% 13%
LP Jeans: 42% 54%
Luxure: 12% 19%

Value for Money

Expensive
Low Awareness for other
HOLP brands 1. Louis Philippe 2. LP Sport
3. LP Jeans 4. Luxure

Occasions of Use
• Mainly Workwear Limited Usage
• Formalwear for special
occasions for Casual Wear
occasions Louis Philippe Allen Solly Peter England Van Huesen Park Avenue Arrow
• LP Sport and LP Jeans used in HOLP brands
Will's Zara H&M M&S Levis
Friday Dressing as well

*Source: Primary Research

 OUR TYPICAL CUSTOMER
Rohit Kapoor
Pre-planned Decides in-
• 28 years old buying decision store
• Lives in Delhi
• B.Tech | Manager at an
MNC
• Recently Married | No kids
• Visits malls with spouse
• Online shopping increased
in last 2-3 years Makes
Only buys what
he’d intended to impulsive buys

My Sources of Influence What do I want from a Clothing Brand?

• Comfort: I want to be comfortable in the clothes I wear

• Confidence: I want my clothes to give me a sense of
confidence
• Convenience: I want the brand to give me what I want,
and not take too much of my time in the process
Online My Friends My Partner
 CUSTOMER JOURNEY: GOING TO THE STORE
Need Arises
• My friend's wedding/party
is coming up. I need to
buy new clothes for that
• That actor was wearing
such a nice shirt. I should
buy something like that.
Stiff competition for customer
attention within the formalwear
category as well as in the apparel
category as a whole
Goes to Store
• The store experience is so
great! As expected from a
brand
• I was wished very pleasantly
at the store
Evaluates Options
• LP has an excellent collection LP rates high on
of suits.
• Zara will have the most trendy
in-store service
clothes. Their clothes will quality
make me stand out.
• When it comes to casual and
formal shirts, Arrow is the
best. They have better quality
and more variety for shirts.
 CUSTOMER JOURNEY: INSIDE THE STORE

Browsing Purchase
• There are almost no half • I had so many loyalty points. I
sleeve shirts. They got a huge discount because of
should have more variety that!
to choose from
• I couldn’t find any
quoddroy or linen
Trial
trousers in my size
• The clothes fitted me perfectly. I didn’t
have to go for any kind of alteration! Need to know how the clothes
• The store needs to have white light. would look on me in reality
Everything looks good in yellow light
Need for but one needs to understand how the
clothing for garment would look in reality
different • The colours just suit fair people. There
kind of are absolutely no colours for darkish
occasions men
 CUSTOMER JOURNEY: POST PURCHASE
Immediate Post
Purchase Continuous Use
• The store staff was • This suit just never goes out
extremely helpful & of fashion. I can still wear
helped me find what I this after 5 years
wanted • I will continue to buy more
• The store service was clothes from LP. They are
perfect. They were happy First Use simply the best!
to help and were able to
• I got so many compliments
strike the right level of
when I wore this suit.
service
Once purchase is made, LP gives a
high level of satisfaction and
People induces high customer loyalty
appreciate the
help provided
by the store
staff
 THE BIG IDEA: DRESS THE PART
The Insight The Idea The Callout
Men are looking for different clothes for different We promote the idea of different looks or styles using Dress the part.
occasions. They have different “parts” (roles) to different HOLP brands so that the customer can play Look the part.
play during different times of the week the different parts/roles with perfection Play the part

The Carefree The Relaxed

Saturday Night Casual Friday
Parties Comfort

The Go-Getter
Monday Morning
Meetings
 VIRTUAL DRESSING ROOMS: LOOK THE PART
• Virtual Dressing Rooms set up inside the store
These Virtual Dressing Rooms can
• Enable the customers to try out new styles
be set up at select LP stores
• Reinforce the concept of “Look the Part”
LEVERAGING THE ONLINE MEDIA
• 5 second ads on Facebook and YouTube
• Show men wearing different LP styles
• Reinforce the concept of “Play the Part”

• Promote more expert

content on LP website
about men’s fashion
• Content on different
topics like how to wear
Oxford shoes, how to
rock a white tee-shirt
• Build on the concept of
“Perfect the Part”
 EXTENDING THE BRAND: NEW PRODUCTS
While shopping, which items are you
likely to buy frequently?
• Launch a range of Facewash and Fragrances under the HOLP brand
• The idea should focus on the concept of “Complete the Look”
Fragrances (Perfect the Part)

13.21% Ties & Cufflinks

24.53%

Wallets & Belts

3.77%
37.74% Facewash &
20.75% Bodywash
Skin Creams &
Lotions

Fragrances and Bodywash among the most

preferred (and frequently purchased) category
by respondents, other than apparel

*Source: Primary Research

 TYING IT TOGETHER
The Idea Virtual Dressing Rooms Online Brand Extension

Promoting different
styles of “looks”
under different HOLP
brands

Dress the Part” Look the Part” Play the Part Complete the Look

The Callout
Dress the part.
Look the part.
Play the part

The Insight
Men are looking for different clothes for different occasions. They
have different “parts” to play during different times of the week
THANK YOU