In this Kassenzone episode, Karo talks to Philip and Patrick, the Founders of PROHIBITED, about the journey of their successful streetwear brand. Founded during the corona pandemic, the project quickly developed into its own brand with T-shirts and hoodies. Today, the range includes knitwear, denims, jackets and accessories and employs 24 people. Sales in the double-digit million range are planned for 2025.
Philip and Patrick reveal how PROHIBITED gains over half of its customers with TikTok and Instagram and why influencer marketing, especially with micro-creators, is so effective.
They also talk about their presence on marketplaces such as Zalando and About You, which has increased their sales by 40-50%. In parallel, the brand supplies over 200 stores, including partners such as P&C and Snipes — the B2B share is expected to account for around half of the turnover in 2024.
With a flexible strategy, PROHIBITED reacts quickly to trends, optimizes logistics and reduces costs. Its focus on quality and fair prices (e.g. 60-70 euros for a hoodie) has successfully positioned the brand in the European streetwear market. PROHIBITED is now continuing its expansion.
Find out what else is planned for the future, their attitude to players like SHEIN and much more about the brand's success story in the latest podcast episode!
Key insights (AI-generated)
- 🚀 PROHIBITED achieved via 55% of its customers thru TikTok and Instagram, where the brand hundreds of videos per year produces and builds a strong online presence.
- 💡 The brand successfully sets up influencer marketing with micro-influencers and user-generated content to achieve wide reach and increase engagement.
- 📊 Despite a low marketing budget of just 12-13% of turnover PROHIBITED achieves significant revenue growth through efficient online and offline channels.
Product Strategy and Price Positioning
- 👕 PROHIBITED focuses on quality and fair prices (e.g. 60-70 euros for a hoodie), which successfully positions it in the European streetwear market.
- 🛍️ Expanding the product range with Knitwear, Denims, Jackets and Accessories has increased the average order value and customer loyalty.
Sales Strategy and Expansion
- 🌐 One multi-channel strategy diversifies Revenue Streams, with the B2B share of around 50% of total turnover for 2024 is aimed at.
- 🤝 Strategic Partnerships with Retailers such as P&C and Snipes as well as online marketplaces such as Zalando and About You have sales growth of 40-50% increased.
Operational efficiency
- 📦 PROHIBITED continuously optimizes its logistics and cost structure to ensure profitability while maintaining high product quality.
- 🔄 One flexible strategy enables the brand to react quickly to trends and strengthen its market position.
Data-driven decision making
- 📈 Investments in data analysis PROHIBITED help to better understand customer behavior and preferences and to make well-founded decisions.
Future prospects
- 💼 For 2025 does PROHIBITED plan a turnover in the double-digit million range and currently employs 24 employees.
- 🏷️ The brand aims to average online discount of less than 15% in 2024 to lower and focus on full price sales to maintain control over pricing and quality
