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Louis Philippe steps into footwear biz; earmarks Rs 2-3 cr as ad spend for one year

01-May-2010
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Louis Philippe steps into footwear biz; earmarks Rs 2-3 cr as ad spend for one year

As a category expansion exercise, Louis Philippe, the premium apparel brand from Madura Garments, recently announced its foray into footwear.

Commenting on the foray, Vishak Kumar, COO, Louis Philippe, said, “We are delighted to offer our customers a complete men’s wardrobe solution with the launch of Louis Philippe shoes. Footwear from Louis Philippe is the perfect choice for the style-conscious gentleman, whose passion for fine and classy living complements his choice of wardrobe.”

He added, “The Indian customer has rarely got the choice of formal shoes that serve his style needs and his requirements for comfort with the same pair. To deliver this unique combination, has been our obsession.”

Contract Bangalore is the creative agency for Louis Philippe. The company planned to spend Rs 2-3 crore on advertising in the next one year, Kumar, said, adding that while the media mix would be driven by print, the company would also look at some online activities.

Kumar further informed, “The overall footwear market in India is estimated at Rs 30,000 crore. Of this, branded men’s footwear in the organised retail is estimated to be around Rs 2,000 crore.”

The Rs 400-crore Louis Philippe is the first one under Madura Garments’ stable to diversify from apparel, and expects the new category to contribute at least 15 per cent revenues in a year.

The range of Louis Philippe footwear, priced between Rs 2,999 and Rs 4,999, will be made available in 30 select exclusive Louis Philippe stores across the country in the first phase of its launch. The shoes will be available in more than 40 designs. Kumar said, “The soles are soft and light; some of them are constructed with the lightest wood, Masonite. Leather boards have been introduced in the front and back of the shoe to help retain its elegant shape for a long time.”

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