The story of Philipp Plein – a designer with business balls!
Until a few years ago, no one had heard of it. Today story by Philipp Plein emphatically shows how one can achieve dizzying success in the fashion market. By breaking the template and framework that other designers impose on us, Plein has opened the eyes of all creative people in the world.
Today, the logo with the skull is a hot brand, known around the globe. Perhaps many of you are intolerant or even allergic to his creations. One thing is for sure, he should be given great respect for how he approaches his business.
Philipp Plein’s story – it all started in Germany
When you are born in Munich, in an intellectual family, your agenda is strictly defined by your doctor father. The young Plein was sent to the elite Schloss Salem Alma school. While he was studying law, he decided that he would start making luxury dog beds and tables.
He inherited from his grandfather20,000 German marks and opened a furniture manufacturing company in 1998. In doing so, he made use of family assets.
He used high-grade crocodile leather in his designs. Often after upholstering the top, he was left with a lot of material. That’s when he came up with the idea of creating extravagant bags, which have wowed many people.
I think he already knew where he belonged and what he wanted to do. I think there is no coincidence in life, Philipp Plein’s story clearly proves that. The most important thing is to start something that really turns you on and that you love. Designing furniture was a natural path to the world of big fashion with a capital M.
A designer’s breakthrough moment – the story of Philipp Plein
Each of us has our time and should make the most of it. Such a time just came for Plein in 2003 at the Fashion and Design Fair – Premiere in Düsseldorf. It is one of the biggest events in Germany and decides what we will wear next season.
At the time, he sold furniture, dog products and leather bags.
Philipp in Düsseldorf in just one day sold its products for 100 00 euros!!! You will admit this is an awesome result, for someone – who is just crawling in this business. The golden child of fashion? Hmmmm, I don’t know, but one thing is for sure Plein has balls….
The following year, he ” entered ” the same fair with a greatly expanded and holistic offering. He had products for children, women and men. However, the biggest furore was for military jackets decorated with a skull made of Swarovski crystals. Philipp came up with a prohibitive price of several hundred euros per jacket. And what – and nothing – they went like water.
They became so popular that within a few months they gave One million euros!
This is how the climb up a very high ladder begins. In the following years it only gets better, and everything points to the fact that Philipp Plein’s story is the dream of most young designers.
How does Philipp Plein’s history influence his innovative approach to the fashion world?
The 39-year-old German quickly grasped the enormous power of social media. And also out-of-the-box ideas and celebrities, who decide everything today. It is no fairy tale that Plein held one of his shows in a brothel. And whether it was talked about well or badly, one thing is certain – it was talked about. Philipp Plein assumes that everything is similar.
Therefore, his approach to promoting his brand is one big break from convention.
In 2006, Marcus Schenkenberg and Naomi Campbell were the faces of his campaign. The costs spent on global celebrities quickly paid off. Plein understood that a name makes a big difference.
The following years saw collaborations with Chris Brown, Linsday Lohan, Ed Westwick, Terry Richardson, Grace Jones, Iggy Azalea, Snoop Doog and many other celebrities. In order to get 50 Cent to come to the opening of your boutique, you have to put up a considerable amount of money. Philipp understands this very well and does not regret any euro spent.
Philipp Plein’s story shows how important promotion is today, and all that is involved in getting a brand out into the world. In addition to designing a leather jacket for 2 thousand euros, you must have a plan – how to sell it. It’s not enough to misrepresent something, call it silly and wait for success.
The designer understands this perfectly, smoothly navigating the maze of luxury marketing. His fashion shows are a different world that others are now finding hard to catch up with.
I’m curious, who among today’s designers invests 1.5 to 3 million euros for their show?
I guess that’s how it’s structured now – no cash no mass. In the age of the glut of everything, you have to stand out. Even when you have something very unique, eccentric marketing costs money!
Philipp organizes a real show. He turns huge areas into a real and unique show. The biggest and most exciting ones that have taken place are themedRoller – Coaster, cowboy town, a show with a military detachment, Monster Truck, skatepark, and a pool with skis and water scooters.
It’s rare to see such big ventures in the fashion world. But it works! For a good few years, the Philipp Plein brand has been gaining value, like a fine Italian wine.
How to sell a jacket for $80,000?
And this is where the penguin dance begins. Plein’s products cost a lot, although that may also be the kind of otherness it represents, who knows…..
T – shirts start at a good few hundred zlotys, mostly 800 – 1000 to two thousand zlotys. The amount from 2.3 thousand to an average of 8.9 thousand zlotys – is the price for a jacket.
Shoes mostly cost 2,3 thousand. For most people these prices are prohibitive, but not for everyone. I know many lovers of the brand and the amount spent on Philipp Plein clothing is just an amount that does not matter to them.
One of the most expensive products is an $80,000 jacket. It is sewn from crocodile and mink leather. It seems like utopia, but this model is already selling, simple right?
Plein openly says he bet on online sales earlier than Gucci or Hermes. Online stores and all e – commerce sales bring the company up to $14 million a year. This is a sum that some niche luxury brands should consider.
They have a provision in their policy to ban online sales. This is totally incomprehensible to me, and it seems to me that no one today can get away from it. By claiming that you should only sell stationary you are shooting yourself in the knee – ” short ball fast set”!
A brief history of Philipp Plein and its boutiques around the worldAccording to various data, the brand has about 30 of its own boutiques, the rest are franchises. Philipp does not begrudge its stationary store designs, spending millions on a luxurious atmosphere. High-end materials such as marble, crystals and a large crystal skull are hallmarks.
Customers love crystal great skull, taking pictures with her frequently. This is something very Plein – a permanent selfie spot in his boutiques.
Each outlet of the brand, is concentrated in an exquisite location. In London, Philipp Plein has located itself on New Bond Street. Its showroom is 3 floors and 350 square meters. Invested 3.5 million euros They are sure to more than pay for themselves.
What determines Plein’s success?
Its clothing is worn by the biggest players in show business, including Victoria and David Beckham, Jennifer Lopez, Dima Bilan Timati and many other famous faces. Today, it’s a global brand, by the way, which has been in high demand among fashion lovers lately.
Philipp Plein’s products have been a great success. Where is the recipe? Certainly uniqueness grounded in broad pop culture. References to well-known heroes like Superman, Batman or other cartoon characters.
For, each of us identifies with certain fictional superhumans…..But this is probably not the main driving force behind this well-known brand. Philipp Plein was well aware of today’s rules of the game, in which he had to stand out with something.
His style is to break down certain barriers in a uniquely warm and highly individual way. Many of the designed products are eccentric, but at the same time capable of being worn every day.
For me, Philipp Plein’s story is an example of how good business is done today. It’s not easy in the 21st century to quickly create such a well-known clothing brand as he is. And if you spend 500 euros on a T-shirt, it’s a sign that you believed in the story of this amazing designer.
Leave a Comment