The (Ongoing) Fall of Playboy: A Brand’s Spectacular Identity Crisis
- Sachin Makan
- Nov 16, 2020
- 4 min read
Updated: Nov 16, 2020
Odds are that you already know what Playboy is, as its iconic logo has been slapped onto so may products that it is probably forgotten that they sell magazines. Despite being one of the most recognizable logos out there, the Playboy magazine has seen a rapid decline in sales since the 1980s since selling over 60 million copies per year at their peak, the magazine is now on the verge of bankruptcy. After failing multiple re-launches and achieving record-low interest, the magazine ceased production earlier in 2020, and likely for good.
The Past:
In 1953, Hugh Hefner correctly identified the demand for a gentleman’s magazine and gathered investors to create the first issue of the magazine. After a handful of name changes and the acquisition of photos of Marilyn Monroe, the magazine successfully launched in its first year of publication, selling over 700,000 copies. Over the next ten years, the magazine would see a meteoric rise in popularity for its over-sexualization of women. Playboy was pushing the limits of what could be published with increasingly explicit images of women, drawing interest and viewership from its growing status and the surrounding controversy. Playboy was unstoppable.
The magazine’s extreme success let them diversify in the 1970s - the brand was turning into a lifestyle as Hefner expanded Playboy Enterprises to include the Playboy Clubs that were designed to embody the luxurious lifestyle branded by the magazine. In the first year on its own, 50,000 members joined the original Playboy Club in Chicago. Sooner, there would have been 23 Playboy Clubs around the world. So how has such a universally recognized brand seen such a massive decline in revenue? The answer is simple; bad brand management and a failure to adapt to a changing market.
By the late 80s, all of the nightclubs had closed and sales revenues had plateaued. The socio-political climate that Playboy prospered in was seeing a major shift. It is the beginning of the end. The magazine would still go on to push celebrities such as Pamala Anderson and Naomi Campbell, but Playboy was on the decline. Soon, the Playboy Bunny, the company's biggest asset, would be auctioned off in merchandising deals to keep them afloat. The ethics of a magazine which promotes over sexual imagery are dubious at best, especially in the context of modern attitudes promoting equity and inclusivity. The New York Times put it best; “Does a magazine with the tagline “Entertainment for Men” have any place in an equitable world?”. In the late 2010s, the magazine began to make radical changes to align themselves with “woke” ideas such as gender fluidity and activism while trying to reinvigorate themselves. After multiple re-launches with covers and articles intended to scream “WE’VE CHANGED”, magazine viewership and interest are lower than they’ve ever been.
The Present (and Possibly Future):
In their latest magazine issues, there has been an intense move towards inclusivity and activism and while it is a more positive direction, it is likely to be one of their last attempts before fighting off bankruptcy again. Their attitude changed from enforcing sexual standards for women to promoting activism and feminism. It is genuinely encouraging to see these changes reflected, but it simultaneously reflects a colossal misunderstanding and abrupt mismanagement of their brand.
Their continuous relaunches are proof that Playboy has not been able to clearly define or adapt their brand to meet the current socio-political climate and public interest, which is likely because Playboy does not understand why they were successful in the first place. Playboy was seeking a legendary rise in success and status during the 70s and 80s, a time when the magazine reflected the changing and developing attitudes within the American youth culture. The lifestyles of young people during this time were radically different from that of previous generations, and the taboo of sexuality was not just disappearing in the media but it was being promoted. While it is more than fair to condemn their tactics when examined with modern standards for equality and fairness, it is undeniable that it was a cultural movement that young people were obsessed with. Playboy was more than a magazine, it was an idealized lifestyle. With that said, this is not a plea for Playboy to return to their old ways. Rather, it is the opposite. A magazine stuffed with the sexualization of women is not what we as a consumer society are interested in. If Playboy wants to succeed in the future, they need to recognize that their success will only come from embracing modernity and class.
Here’s a thought:
Once being the platform for artists and cultural icons, Playboy is confused again. Playboy was never a platform dedicated to activism, and their attempt to brand themselves as one feels more like a request to forget about their past, thereby demonstrating a fundamental misunderstanding of the public and their brand. Playboy was prosperous because it was the reflection of the ever-changing attitudes and lifestyles of young people; represented by their public figures.
We as a generation are more interested and influenced by our chosen public figures than ever before. With the rise of social media and ease of access to publicity, young people have never been as connected to celebrities as they are today. They care about their opinions and preferences and have a growing tendency to worship them. Playboy prospered in the 70s and 80s because it reflected a lifestyle that was ongoing at the time, but no longer. Believe it or not, Playboy was once legendary for its journalism and interviews, featuring cultural icons and esteemed artists of its time. Names like Steve Jobs, Miles Davis, Huey Newton, David Bowie, Mohamed Ali, Mike Tyson, Salvador Dali, Bette Davis, Malcolm X, Stanley Kubrick, Martin Luther King Jr, John Lenon, and Yoko Ono were all once featured in the pages of Playboy. They are some of the most interesting interviews and perspectives ever put to paper, and a better reflection of their time. We are as interested in new ideas and opinions as ever so, hopefully, Playboy gets the hint.
References
Bennett, J. (2019, August 2). Will the Millennials Save Playboy? The New York Times. https://www.nytimes.com/2019/08/02/business/woke-playboy-millennials.html
Bonanos, C. (2020, March 18). Playboy Magazine Is Closing Down, Probably for Good. Intelligencer. https://nymag.com/intelligencer/2020/03/playboy-magazine-is-closing-down-probably-for-good.html
Kim, J. H., Irene Anna. (2019, October 11). Hugh Hefner’s Playboy empire became an iconic part of pop culture, but struggled to keep up. Here’s what led to the company’s rise and fall. Business Insider. https://www.businessinsider.com/playboy-hugh-hefner-rise-and-fall-what-happened-2019-10
Playboy logo. (n.d.).
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