The Tiger has reawakend
P.Rew.: Philipp Plein Holding AG
Philipp Plein, with his management consultant Carmine Rotondaro, announce the return of the revolutionary Plein Sport men’s and women’s collection that will be presented at the upcoming Milan Women’s Fashion Week in February 2022. Plein Sport was originally launched by the Plein Group in 2016 in answer to the strong demand for luxury athletic products.
Paused in 2018 due to strategic decisions within the group, Plein Sport is now back stronger than ever and ready to take its rightful place in the market between performance and luxury wear.
The new Plein Sport is designed and structured to be unique and completely different from the Philipp Plein collections. A stylistic and positioning proposal that aims to highlight the specific and autonomous DNA of Plein Sport. A DNA made of activewear in innovative fabrics and that renounces denim, applications and leather. But above all a DNA made of sneakers with cutting edge shapes and soles, the result of in-depth research and large scale investment in development.
Even the commercial strategy aims to clearly differentiate itself from the distribution of Philipp Plein through a network of business developers selected amongst the most prestigious and accredited independent multi-brand showrooms on the market. In addition to these partnerships with business developers, the commercial distribution of Plein Sport will take place in an exclusive showroom located within the new Plein Group building at Via Burlamacchi in Milan, in addition to scheduled take-overs of Philipp Plein mono-brand stores.
Another central ingredient of the distribution will be the innovative and Metaverse-oriented e-commerce, which will take advantage of the Plein Group’s existing powerful online platform. Finally, it is significant that three licensing agreements specifically related to Plein Sport have already been reached with as many highly experienced professional operators in the fashion sector.
These are, in particular, the Laipe Group for bags, the Worldtime Group for watches and the Montelpare Group for children’s footwear.
The go to market foreseen for the new Plein proposal will pass through an articulated program that includes:
- the Fall Winter Main 2022/23 sales campaign that will start in January 2022
- the first fashion show scheduled during Milano Moda Donna in February 2022
- kick-off of online b-to-c sales will take place in April 2022 and will be preceded by an intense communication campaign particularly focused on digital and virtual formats.