From a small player, Broken Planet has grown to be one of the streetwear players that dares to be different, with its striking designs and innovative approach to fashion. In 2023, it announced a 120% increase in sales, reaching around $50 million, which underlines the increasing demand for its oversized, graphics-heavy garments. The brand’s success comes pari passu with other streetwear giants such as Supreme and Off-White, which have created empires based on exclusivity and limited-edition sets. Broken Planet employs all these methods, from capsule collections that sell out in minutes and create a sense of urgency and scarcity, to the now-powerful tool of modern fashion marketing.
From an appeal perspective, Broken Planet breaks into the Generation Z marketplace, where individuality and self-expression through fashion are most valued. With its bold designs and collaborations with artists and influencers, the brand appeals to a generation that runs on social media. For instance, the collaborations with the renowned artist Murakami have attracted massive attention from fans who create so much buzz on Instagram and TikTok over the latest purchases. All these are social media marketing strategies that help Broken Planet stay relevant in the changing dynamics of the industry.
Secondly, the brand’s pricing strategy plays an important role in its appeal. While some of its products are priced at a premium-like limited-edition jackets and hoodies that can retail for upwards of $200-consumers continue to flock to the brand because of perceived value. The “scarcity effect,” where high demand and limited supply drive prices upwards, is a tried-and-true tactic in streetwear, used by companies like Supreme to fuel their success. By doing this, Broken Planet keeps its products in demand and exclusive, therefore helping the brand to stay influential and widely recognized.
But the future of Broken Planet is not really predictable. The brand operates in a highly saturated market, with numerous other streetwear brands struggling for attention. If Broken Planet wants to keep up the pace, it will have to develop new ideas regarding design, collaboration, and marketing strategies. It will also need to change practices with consumers, especially as people become more conscious of sustainability and ethical fashion. Despite such challenges, the rapid growth of Broken Planet, along with its ability to tap into the streetwear zeitgeist, suggests it could continue to play a significant role in shaping the future of fashion.