Luxury brand Philipp Plein recently announced the return of its men’s and women’s Plein Sport collection, which 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 response to the demand for luxury sporting goods. After a break 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 clothing,” the brand said in a press release.
The new Plein Sport collection was designed and structured in such a way that it differs from other Philipp Plein collections. For example, she relies on activewear in innovative fabrics that do without denim, applications and leather. At the heart of it all are sneakers with state-of-the-art shapes and soles that are “the result of thorough research and extensive investment in development,” according to the brand.
The differentiation from the other collections can also be seen in sales, because Plein Sport is offered via independent multi-brand showrooms or via an exclusive showroom in the new building of the Plein Group in Via Burlamacchi in Milan.
“Another central component of sales will be innovative and metaverse-oriented e-commerce, which will make use of the Plein Group’s existing high-performance online platform. Finally, it is significant that three license agreements specifically for Plein Sport have already been made with just as many very experienced professional players 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 shoes, ”explains Philipp Plein.
The new market launch is planned in three steps: via a main autumn / winter campaign 2022/2023 starting in January 2022, a first fashion show at Milano Moda Donna in February 2022 and the start of online sales in the B2C area from April 2022, one of which is Intensive communication campaign with a focus on digital and virtual formats should precede.