Philipp Plein launches Project XYZ
Jan 16, 2018
Philipp Plein is on a fast-track and has taken advantage of Milan Fashion Week to present its brand new line: Project XYZ. Just as the letters “yxz” (chosen for the name of this project) complete the alphabet, the new line of ultra-luxury sportswear completes the brand’s offerings, which was launched by the German designer of the same name in 2008.
"This is a first class sportswear collection, that is to say a high-end product made with high performance technical materials and specific treatments. There is also a design element that allows us to distinguish ourselves in the world of activewear", explains Roberto Magnani, director of international development, to FashionNetwork.com.
The new Project XYZ line has nothing to do with the Plein Sport activewear line launched in 2016, which already has 39 stores. The latter has been repositioned as a low end product, with prices 50% lower than Philipp Plein’s main line, and is distributed through a different sales channel.
Project XYZ, whose sales campaign will launch next week, will be distributed mainly in Philipp Plein mono-brand stores. It will also be present in Plein Sport shops in dedicated spaces and, potentially, through a selection of multi-brand fashion retailers.
The large collection consists of 200 items for men and women, ranging from tracksuits and other sports items to an outerwear wardrobe with silver multipockets vests, fleece coats with fur hoods, windbreakers in breathable fabrics, jackets with leather sleeves, and nylon jackets with metal detailing. Accessories such as sports bags and sneakers made in ultra-light technical fabrics and featuring soles with air cushioning complete the collection.
Prior to the sports collection launch, the brand’s last major project was the opening of a third Parisian boutique in late 2017, following the opening of a Philipp Plein and Plein Sport outlet on rue de Rivoli. The new space is located not far from the Champs-Elysées, at 44 avenue George V.
"This is a prestigious address, which has been designed as a luxury variant of the traditional Philipp Plein boutique, with a focus on the more exclusive part of the brand's offerings," says Magnani.
The Lugano, Switzerland-based brand, which employs 700 people and acquired the luxury brand Billionaire in 2016, saw its turnover jump from 200 million euros in 2016 to 300 million expected for 2017. Note that in 2016, Plein Sport and Billionaire produced a collection for just one season.
The fact remains that the number of mono-brand stores, all brands combined, between direct-operated stores and franchises, has increased from 70 to 200 in just a few years.
"And we still have a fairly intense opening program for 2018", said the manager, who also recalled that the brand’s first market is Europe, followed by China and Russia. A Billionaire store opening in Paris is also in the cards.
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