Playboy – The Rise and Fall…and Rise Again Part 5 : A New Direction
A New Direction Showed Promise
Christie looked at Playboy with a new perspective and she was focused on different strategies to rebuild the Company.
Strategy #1 - Licensing
The first strategy of licensing was very promising. Within the first few years of its trademark licensing business, Playboy trademarks were sold in over 14 countries. In the 1990s, Playboy successfully became a cult brand in the Asian market.
Strategy #2 – O2O (Offline to Online) Strategy
The second strategy to launch online proved to be only a temporary victory. Their initial website launch was a huge success in its first week, with more than 500,000 visitors. Unfortunately, many people believe that Playboy's initial online success was solely due to the absence of competitors online. With that, Playboy’s results worsened when they began publishing long-form content online, not understanding that consumers preferred reading short pieces on the internet.
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