Lagerfeld Locks in Launch of ‘Karl’ Online Fashion Collection

Karl Lagerfeld

At the ripe age of 78, fashion icon Karl Lagerfeld recognises the value of and is embracing e-commerce, to bring his rock chic collection ‘Karl’ to the world.

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!

Nirosha Methananda

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Nirosha is a content creator for The Media Pad, publisher of Power Retail. Coming from a marketing and communications background (in the legal, retail and online industries), Nirosha is excited to be able to put her knowledge and experience to work for Power Retail. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!

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