LOUIS PHILIPPE BRAND IDENTITY PRISM

Personality
Physique
 Successful
 Luxuriant menswear rooted in
 Multi-faceted
formals
 Charismatic
 ‘Crest’
 Contemporary
 Elegant & stylish
 Connoisseur

Culture / Values
Relationship  Sartorial excellence
 Style advisor to  Dressing up
MARK OF
sophisticate GRANDEUR  West European elitist

Reflection Self image

 Successful  I belong to an exclusive class
 High status and wealth  I dress appropriately for an
 Panache occasion
 Multi-faceted  I am a sophisticate
 Elegant & Discerning
 Physique
• The physical representation of the brand
Physique

Crest
 Physique

Luxuriant menswear rooted in formals

- Garments that have a bit extra, almost silk’ish element, that adds a bit
of luxury (but not gaudy)
 Relationship
The role Louis Philippe plays in the life of the
consumer
 Relationship
Style advisor to the sophisticate
- Almost like Jeeves & Wooster, Batman &
Alfred relationship
- For the ‘Old Money’ consumer
- This consumer already has an evolved taste, which
is resonated in the style ‘advise’ Louis Philippe
provides. It is understood that Louis Philippe is an
expert in the matter of style and is able to advise
on appropriateness for all occasions in tune with
times.
 Relationship
Style advisor to the sophisticate
- For the ‘New Money’ consumer
- Here the Jeeves & Wooster’ish relationship truly
manifests itself. The ‘new money’ consumer seeks
style advise to shape himself in form of the ‘old
money’ consumer. Louis Philippe provides the
advise much the way he would to the ‘old money’
consumer but, in a little bit more liberal fashion,
just to make sure everything will be fine for the
consumer.
 Louis Philippe Consumer
• Two types of Louis Philippe consumers
– ‘Old Money’
• They are like the brand itself. They buy into the brand
as it resonates with their self
– ‘New Money seeking Old Money grace’
• This bunch wants to associate with the brand to get the
‘rub off’ of Old Money style
• They buy into Louis Philippe for what it stands for,
validated by the association of ‘Old Money’ consumers
with the brand
 Self Image
• What the consumer feels about himself when
he buys into Louis Philippe
 Self Image
– I belong to an exclusive class
• This is realm of people who are qualified to bear the
Mark of Grandeur and the persona around it.
– I dress appropriately for an occasion
• Dressing up is the culture the consumer and brand
share. Louis Philippe helps the consumer be rightly
dressed, with a certain panache, for all occasions
 Self Image
• I am a sophisticate
– By buying into Louis Philippe, realm of people with
great taste, makes the consumer feel that he is a
sophisticate
 Refection
• What consumer thinks what others will think
about him when he is seen with Louis Philippe
 Reflection
– Successful
• For ‘Old Money’ consumer this is a reaffirmation of his
‘success’ beyond inheritance
• For ‘New Money’ consumer Louis Philippe is his badge
to demonstrate his success
– High Status and Wealth
• For ‘Old Money’ consumer Louis Philippe is
‘appropriate’ to his status
• For ‘New Money’ consumer Louis Philippe is the
demonstration of his status and money. This
demonstration of wealth is a very important
consideration for ‘New Money’ consumer.
 Refection
– Panache
• The Louis Philippe consumer has a flair beyond the
ordinary elegant successful man. He has his own style
that makes him stand out in a crowd of otherwise
elegant people
– Multi-faceted
• Louis Philippe consumer is seen as a well groomed
person at ease with getting into and carrying a
conversation from a taxi driver to a head of a state. This
is almost like the comfort & grace (not self conscious)
Ratan Tata expresses in dealing with people of all
strata.
 Refection
– Elegant & Discerning
• The Louis Philippe consumer is seen as an attractive
and stylish person, who bears his style with grace.
• With his choice of Louis Philippe he expresses his
discerning taste.
 Personality
• If brand was to be a person what would he be
like
 Personality
• Louis Philippe is a person born into wealth. He
went through a through grooming and reflects
civilized values of ‘old money’.
– Successful
• Unlike many other born rich Louis Philippe has been
able to prove himself successful on his own accord
– Charismatic
• Louis Philippe is able to influence people around him
with ease
 Personality
– Multi-faceted
• Louis Philippe is well educated and can pull a
conversation on almost any topic. He does not come
into a conversation with a ‘superiority’ approach as
much as an approach that is modest. He can also
converse with almost anyone in a graceful manner.
– Contemporary
• Louis Philippe is in tune with times. He may not be at
the cutting edge of new trends but will adapt to the
‘new thing’ once it is more acceptable, appropriate for
him.
 Personality
• Elegant & Stylish
– Louis Philippe man expresses a refined manner. He
has a sense of beauty in his taste and form.
– Louis Philippe man dresses up in line with the
fashion trend. He is attractive and can be spotted
in a crowd clearly.
• Connoisseur
– Louis Philippe has good knowledge about fine
things in life and takes active interest in finer
things
 Culture / Values
• The shared values and culture between the
brand and the consumer
 Culture / Values
• Sartorial Excellence
– This at the heart of the relationship defining the
expectations of the consumer from the brand and
the brand value of creating only the best.
• Dressing Up
– The culture is to love dressing up. You will always
find a Louis Philippe man dressed up well at all
occasions
 Culture / Values
• West European Elitist
– The sensibility of the brand & its consumer is that
of an established family in a west European
setting.
– There is an element of cosmopolitanism in the
culture with the global citizen’s values
Brand World