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Good old-fashioned recipes applied to a still young brand, supported by an experienced designer…<\/p>\n
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This is the strategy behind the Phoebe Philo brand, launched a year ago by the<\/strong><\/b> 51-year-old designer of the same name<\/strong><\/b>. For her new Maison, the designer secured the support of LVMH, through a minority stake<\/strong><\/b>. The group had confidence in Phoebe Philo’s talent: she had successfully directed the style of her Maison Celine from 2008 to 2018.<\/strong><\/b><\/p>\n <\/p>\n While the priestess of discreet luxury<\/strong><\/b> has until now<\/strong><\/b> relied exclusively<\/strong><\/b> on an e-commerce distribution model<\/strong><\/b>, since last spring she has been developing her physical distribution. This should enable her Collection B, scheduled for early <\/strong><\/b>2025, to make a real impact.<\/p>\n <\/p>\n <\/p>\n For her big comeback on the fashion scene after a six-year absence,<\/strong><\/b> Phoebe Philo launched a first \u201cdrop\u201d<\/strong><\/b> of a few strong pieces and accessories online, on her e-commerce site alone, sold in ultra-limited quantities<\/strong><\/b> – no more than 100 pieces per model – and over a short period of time.<\/strong><\/b> All this with a high price positioning<\/strong><\/b>: between 2600 euros and 3200 euros for a suit jacket, 750 euros to 3500 euros for knitwear items, 2500 pounds sterling for the small Gig Bag or 6500 pounds sterling for the XL tote bag…<\/p>\n <\/p>\n All of which is enough to make a lasting impression and effectively establish the desirability of<\/strong><\/b> the brand, which was initially offered online.<\/p>\n <\/p>\n In recent months, however, the brand has expanded its distribution, focusing on wholesale<\/strong><\/b>, a classic distribution method for many luxury brands.<\/p>\n Last April, Phoebe Philo tested this network by signing a first agreement with Bergdorf Goodman’s New York flagship<\/strong><\/b> on Fifth Avenue, to offer a hundred models (ready-to-wear, bags and accessories) from its first two collections.<\/p>\n <\/p>\n \u201cPhoebe Philo is undoubtedly one of the most visionary designers in the history of fashion,\u201d explainedYumi Shin, the department store’s merchandising director<\/strong><\/b>, in astatement<\/strong><\/b> at the time, expressing pride \u2018in offering Phoebe’s uncompromising, studied and extremely luxurious creations\u2019. \u201cThese selections feature extraordinary designs of impeccable execution that will become timeless<\/strong><\/b> wardrobe essentials<\/strong><\/b>, such as the Gig bag, Milanese double-breasted jacket, Shrunk Bomber and various tailored pants,\u201d she anticipated.<\/p>\n <\/p>\n Yumi Shin also praised \u201cPhoebe’s perfect understanding of modern women, her unwavering commitment to quality and her unique vision\u201d, and \u201cher innovative approach to a non-seasonal offering\u201d.<\/strong><\/b><\/p>\n <\/p>\n <\/p>\n After this first, probably conclusive test, Phoebe Philo invested last September in six other very selective physical points of sale,<\/strong><\/b> concept stores or department stores, in Europe (Dover Market in London and Paris, 10 Corso Como in Milan<\/strong><\/b>) and the United States (Maxfield and Neiman Marcus in Los Angeles and Webster in South Beach, Miami<\/strong><\/b>).<\/p>\n <\/p>\n \u201cAt the very high price point at which Philo is positioned, this physical presence makes sense given the continued importance of touch, feel and fitting<\/strong><\/b> for luxury buyers… and the well-known challenges faced by online retail in selling luxury goods,\u201d emphasized the Fashion Network media<\/strong><\/b> at the time.<\/p>\n <\/p>\n In November, the Maison will take a new step forward by investing in the Asia-Pacific market<\/strong><\/b>, both online and via physical wholesale partners.<\/p>\n <\/p>\n <\/p>\n The website<\/strong><\/b>, phoebephilo.com, will begin delivering Phoebe Philo collections to Australia, Hong Kong, Singapore, Japan and South Korea.<\/strong><\/b><\/p>\n <\/p>\n Fans of the brand from these countries will also be able to buy her designs at a few select outlets: in Japan, at Dover Street Market Ginza and Isetan Shinjuku in Tokyo; in Australia, at Parlour X in Sydney; and in South Korea, at Shinsegae International in Seoul.<\/strong><\/b><\/p>\n <\/p>\n However, the British designer said she would continue her \u201cdirect-to-consumer approach\u201d and remain true to her philosophy of \u201cbeing independent, governing and experimenting on her own terms\u201d.<\/p>\n <\/p>\n Clearly determined to pursue a minimalist approach to both product and distribution<\/strong><\/b>, Phoebe Philo has not yet revealed any plans to launch a boutique of her own…<\/p>\n <\/p>\nFirst \u201cdrop<\/h2>\n
First successful trial<\/h2>\n\n
Setting course for the Asia-Pacific region<\/h2>\n
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