A high sell out rate does not necessarily mean best-selling, but also due to the scarcity of goods. Against the backdrop of luxury brands launching 6 to 8 series annually, Phoebe Philo has decided to launch two series a year, releasing approximately 150 items at a time.
Buy and see, eliminating the need for public self certification in fashion shows and the secondary production of transitioning from fashion shows to commercial products. With just one click, select top followers and initiate a supply-demand tug of war. As long as demand is accurately judged and maintained far above supply, this business model is sustainable.
Many people have pointed out that the pricing and style of Phoebe Philo’s personal brand are similar to today’s Bottega Veneta, but as the new brand is fully launched, we should clearly see that Phoebe Philo is engaged in another game. There, Bottega Veneta, who claimed to be a “super luxury brand,” even begged for an entry ticket.
Within the past day, 80% of the new products in Phoebe Philo’s personal brand’s first collection have been sold out. Everything is as fast as a tornado. This new series, which was launched globally on Monday this week, does not allow Chinese enthusiasts to hesitate late at night. After one night, there is almost no choice. This also proves that Phoebe Philo’s persistence in excellent quality and unique style are still sought after by consumers.
The expensive tote bag equivalent to 50000 yuan and the sequined skirt equivalent to 100000 yuan became the focus of social media discussions the next day. Although the two exceeded the psychological expectations of the vast majority of people, almost all products related to wearability were sold out.
Phoebe Philo did not disappoint those who loved her.
