One of the fastest growing licensing brands globally, Playboy has been established as a hip and trendy brand with its unisex consumer. Consumer Products are Fashion- and Lifestyle- driven with a sexy, metropolitan attitude.
Target Group
Playboy’s unified target audience are trend-conscious
men and women, 18 to 35, who aspire the good life.
GLOBAL OVERVIEW
Playboy’s consumer products are in excess of $850 million
at retail. Consumer goods are licensed in over 150+ countries.
Over 200 licensees around the world.
EUROPE
General Facts
In 2006, consumer products retail business was in excess of $230 million,
twice as much than in 2005. Europe is the most important region
for the brand with non-nudity licensing products. Playboy issues
between 2 and 6 style guides per year which a focus on
contemporary fashion trends.
Store Presence
Playboy products have been featured in trend-setting London stores
such as Selfridges, Harrods, Harvey Nichols, Top Shop,
Urban Outfitter, Envy, and USC.
Other European distribution include mid tier retailers like: Printemps, Colette of Paris in France, Galeries Lafayette and de Bjienkorf in Amsterdam, Flip in Spain, and Colonna in Italy.