Louis Philippe revamps TheLabel.in

The Label has more than 300,000 subscriptions and gets more than a million unique visitors.

TheLabel.in by Louis Philippe, an e-content platform that chronicles the lifestyle of the discerning man of today has been revamped with a renewed focus on new and emerging social trends. The website now offers a fresh take on the content and ensures that it is light, witty, shareable, topical and engaging for the style seeker.

With many expert contributors on board, TheLabel.in aims to be a ready reckoner for quick men's fashion. For the record, The Label has more than 300,000 subscriptions and gets more than a million unique visitors every year.

With new features such as 'The Lighter Side', the platform offers an element of humour in fashion and lifestyle trends, making the content more approachable for individuals who want to stay connected. 'The Wish List' is a weekly thematic compilation of various products and features from across the web and it offers the consumers a wider perspective on the things that they like reading about or watching on the web.

Speaking about the revamp, Sridhar Rajaram, head of marketing, Louis Philippe, says, "It's been our stated intent to consciously invest in creating world-class content that delivers the brand purpose of acting as the definitive lifestyle guide for the 'arrived' Indian male of today. The Label is our platform that gives life to this intent. Across media and more specifically in the digital space, we realise that consumers are constantly interacting not with brands, but with content that is of interest to their life stages. Hence, it was important that we, as a brand, defined our point of view in such interactions. This revised and refined website created by our digital partners Jack In The Box, establishes the brand credentials even more strikingly than it did earlier and we are sure will set new benchmarks in the space of content marketing."

In a recent story on how brands can use content, Jacob John, brand director, Louis Philippe, recalls that when the brand's digital journey began about three years ago, it focused on social media just like other brands. It hoped that if it could drive the numbers and that it could start having 'conversations' with consumers.

However, a year later, "we realised that while we had indeed built a decent fan base, the inherent nature of social media meant that we were being sucked into a vicious cycle of spends in order to achieve reach. We debated and articulated our objective in this medium - which was simply to be the single point and the largest lifestyle destination for the evolved Indian man," John explains.

In the course of researching the issue, the team found that the consumer online was interested in a host of subjects related to fashion: be it fitness, travel, gadgets, arts or theatre. "Social, we realised, was not the platform for this," says John. That's how he and his team came up with TheLabel.in. Louis Philippe has invested in a complete content team at its digital agency, Jack In The Box, for TheLabel. The agency generally creates about one new story every day.

Abhishek Razdan, SVP and business head, Jack In The Box Worldwide, Mumbai, says, "Today's generation is not interested in consuming boring product messages. Unless, you are of utility to them, you'll keep getting discarded. The success we've seen on The Label strengthens our belief that content is the best way to engage with this always-on generation. Our clients at Louis Philippe are equally ambitious about The Label and in the coming months you'll see more strategic assets being created under The Label umbrella." He says that Jack in The Box and a team of content creators are churning out one good story every day across any of the categories for Label. Over the years, the agency has been responsible for content creation as well as managing the social media properties of the brand.