Fashion designer Philipp Plein on being an industry outsider
Duty Free Dynamics has partnered with Timex Group Luxury Division to distribute the fashion brand Philipp Plein in the watch segment. Global Travel Retail Magazine's Laura Shirk sat down for an exclusive interview with the renowned fashion designer at TFWA Cannes
Earlier this year, Duty Free Dynamics (DFD) announced its partnership with Timex Group Luxury Division to distribute the renowned fashion brand Philipp Plein in the watch segment, covering the primary territories of the Americas, Europe and Africa in travel retail. As a result, during this year’s TFWA World Exhibition & Conference in Cannes, France, DFD showcased a representation of the brand at its showroom outside of the Palais des Festivals.
According to Karen Aragon, Marketing & Communications Manager at DFD, the brand’s fashion watches and timepieces are experiencing success in the channel.
Plein is also known for luxury creations in fragrances and eyewear. The brand opened a duty free shop at Frankfurt Airport, where it’s been established travelers are willing to spend well above the entry price when it comes to fashion and accessories.
Pushing the tagline “We’re born to be different” and featuring motifs like the $kull, Plein considers brand awareness and a strong DNA the building blocks of a brand name
Brand identity and the luxury market
“In the common sense, luxury is when you consume more than you really need,” stated the German designer.
Global Travel Retail Magazine sat down with Plein for an interview during a cocktail party he hosted at his villa in Cannes to celebrate the launch of men's fragrance No Limit$ Platinum and promote his latest luxury creations during TFWA World Exhibition & Conference.
“I think luxury has something to do with desire. For me, it’s also related to quality and detail. Every product we design has a lot of playfulness. We are a niche market brand and we can only compete in this competitive luxury market with a product that stands out from competitors,” he continued.
Pushing the tagline “We’re born to be different” and featuring motifs like the $kull, Plein has been in the business for more than two decades. He considers brand awareness and a strong DNA the building blocks of a brand name.
“We have a brand identity that is different and also interesting for licensing partners. We are loud, we are fun, we are provocative – this is our DNA and we’re proud of it. We don’t change our direction like fashion houses often do. We have a certain consistency as a designer-owned brand and there is limited change in direction or design language.
“Everything we do is well-thought-out because we know who we are and we know what we can and can’t do. The biggest mistake for many brands is that they overestimate themselves. They think because of their name or positioning that they deserve better – but the reality is often different,” he said.
According to Plein, a knack for storytelling is also key. “We work for the consumer; every product that we make there is a story behind it. We sell a type of playfulness,” he added.
“We work for the consumer; every product that we make there is a story behind it. We sell a type of playfulness,” said Plein
Survival instinct
Available now at more than 4,000 stores in 60 countries, and over 110 monobrand stores, the brand is expanding rapidly. With 30 different licenses, Plein continues to find interesting ways to increase visibility.
“With Timex [Group], they understood the potential of the brand. I’m very excited about this partnership because they give me the freedom to do what I like,” he said. Plein noted as a niche market specialist, he doesn’t want Philipp Plein to be for everybody.
Speaking briefly about his past, Plein considered himself an outsider growing up. He moved houses and schools regularly as a child. The role of “The New Kid” and his reliance on survival instinct continued as Plein entered the fashion industry, with a background in law and without any knowledge of design or distribution.
“When you enter into a very protected industry – whether it’s fashion, watches or jewelry – you appear as an outsider. And then if you do things differently, you stick out for good or bad. This is interpreted as disruptive, when in fact it’s just different.
“[As a brand] we can’t afford to do what the big groups are doing; so, we have to be more creative. The trick is if you do something in an industry where others are much bigger, you better be different from the beginning because than you are not comparable,” he said.
