The Crash and Burn of Phat Farm

Phat Farm was a MESS. Right from foundation its positioning was all over the place, the creative direction was not well communicated, they were plagued with production issues; there was just very little that went right for the brand. Sure it was famous, but celebrity endorsement, not from merit. Truly, if it wasn't for the exponentially fast rise of Baby Phat after its SS99 (in 1998) relaunch, the parent company surely would have shut down well before. 0:00 Introduction 0:23 A Different Rule Book 9:25 Repositioning 15:32 Restructuring 20:53 The "Rise" 24:18 The Fall Beauty Channel: https://www.youtube.com/@underskinYT 국어 채널: https://www.youtube.com/channel/UCXaJBdKCu65VmX1SDAGwQLg Patreon: patreon.com/understitch BUY MY BOOKS: ISABELLA BLOW BOOK: https://amzn.to/3ReT95M CHANEL BOOK: https://amzn.to/3WGDyi3 Unless otherwise obvious, photos in this video are from Getty Images or Alamy under their editorial terms used for non-commercial websites, blogs and social media posts illustrating matters of public interest.