Lagerfeld Locks in Launch of ‘Karl’ Online Fashion Collection

Who said you can’t teach an old dog new tricks? Fashion icon Karl Lagerfeld has not only recognised the value of online, but embraced the channel through which he will launch and sell his own brand ‘Karl’.

The exclusive ‘rock chic’ collection will be sold through NET-A-PORTER for the first month in January 2012, following on from that it will be available on the Karl Lagerfeld website and then through selected retailers. This will allow the fashion stalwart to stagger out the release of his designs, test the retail waters and reception to his foray away from Chanel.

The new ‘Karl’ line will also be significantly more affordable than his designs for the fashion house.

“We’re working with the clear idea that the world of luxury cannot stay with people who have lots of money. The appeal of luxurious fashion needs to go broader,” said Pier Paolo Righi, the Chief Executive of Karl BV.

This move online is is obviously high priority to the designer who last year cancelled his Paris Fashion Week ‘signature collection’ show, in favour of creating the new ready-to-wear collection.

Consultancy Bain & Co forecasts that the global online luxury sales sector is to rise 13% in 2011 at constant exchange rates (reported by Reuters), indicating that the time is clearly ripe for the launch!

Leave a Reply

Your email address will not be published. Required fields are marked *

PowerRetail Extra Enewsletter