Philip plein, a boon for the luxury market?
If we talk to you about Luxury, Philip Plein will surely not come into your first thoughts. This brand, so special, with a strong and special identity, is considered bad taste, fraudulent, or even disastrous for many.
However, this mark is not more horrible than one thinks…
The opposite of Great.
The creator of Philip Plein, who is none other than Philip Plein himself, comes from very far away. He, who made sofas for dogs (because it was above all a market that did not know the crisis), saw himself landing in fashion by chance. He had decided to use his surplus fabrics to make bags, which he would sell them all at an event he had decorated for the Moet et Chandon champagne brand. From there begins his long adventure, until he achieves turnover amounting to billions today.
A specific target
Philip Plein knows it. Designing clothes is not his forte. But what may be a weakness for some is actually its strength.
No one in the market makes similar parts. Where Alexander McQueen or Louis Vuitton produce unique, refined and sober pieces, Philip Plein decides to do more or less the opposite.
This so bling bling, cliché design, often with golden, glittery inscriptions, is its signature mark.
Daring products, which will not be unanimous with luxury customers, except one and not the least: the rejected rich clients.
This so bling bling, cliché design, often with golden, glittery inscriptions, is its signature mark.
Daring products, which will not be unanimous with luxury customers, except one and not the least: the rejected rich clients.
The "gangster" target
Luxury is associated with prestige, reputation, beauty. The main customers of luxury brands are generally people from rich families, renowned businessmen, but not necessarily the rich. Indeed in these rich, we can cite rappers, gangsters, these people who often have a bad reputation that can tarnish the image of the brand.
Philip Plein knows this, and does everything to attract this clientele, snubbed by luxury brands.
Philip Plein knows this, and does everything to attract this clientele, snubbed by luxury brands.
Indeed, this clientele is often very new to the luxury market, which means that knowledge about fashion is generally very limited. And Philip Plein knows it very well, he will prove it by selling absolutely anything at prices approaching tens of thousands of euros.
The appearances of skulls and weapons on the clothes give a gangster dimension to the brand, attracting this famous clientele. Many rappers including Lacrim, will wear these clothes, and will make Philip Plein, the brand of "gangsters".
The brand with the skull becomes in a way a stopgap or the emergency door of this lost clientele, which is just trying to show that it has money, without really being interested in lending to the most important thing : aesthetics.
As soon as you see Philip Plein you know what to expect from the person. And I think a lot of brands are praising Philip Plein's dirty work.