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Lagerfeld to launch 'Karl' line
By Miles Socha |
November 4, 2011, Friday
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Print Edition
Print Edition
KARL Lagerfeld is out to build a signature business to match his outsize personality and towering fashion reputation.
On January 25, the designer will launch into the masstige (mass market prestige) category and burgeoning e-commerce universe with his new rock 'n' roll-flavored Karl collection.
The 100-piece women's line -- priced to retail from around US$95 to US$450 - will make its debut on Net-a-Porter through an exclusive global distribution partnership, with sales on karllagerfeld.com to begin on February 28.
On January 25 during Paris Couture Week, the designer will also unveil to the trade a new signature collection, Karl Lagerfeld Paris.
Pier Paolo Righi, the new president of Karl Lagerfeld BV, outlined a slew of projects - from pop-up Karl shops to "Karl Lagerfeld experience" flagship boutiques - designed to catapult the company into the big leagues.
The executive, who joined Lagerfeld in August from Tommy Hilfiger Corp, said sales of Lagerfeld branded products currently generate "worth of 100 million euros," or US$137 million at current exchange, annually at retail.
"We would disappoint if we could not multiply that substantially," he said. "We also think there is a big opportunity to drive the business with strategic alliances and partnerships."
Righi said he would soon unveil a global partnership for watches, and he said negotiations to license the innerwear category were under way. But the affordable Karl line is the most crucial volley of the company.
Righi flipped through a catalog showing Dutch beauty Saskia de Brauw modeling a range of Karl looks, from silvery jeans and Perfecto-style vests to an elegant black cocktail dress with a plunging back, some of them accessorized with fingerless gloves and detachable, demonstrative collars. He used the words "street" and "rock" to describe the brand's fashion attitude. Although he defined the collection as "ageless," it is mainly targeted at women in their late teens and early 20s with its preponderance of denim and leather.
"It's my today's taste and style and a reflection of how I think a great number of people would like to be dressed now," said Lagerfeld.
On January 25, the designer will launch into the masstige (mass market prestige) category and burgeoning e-commerce universe with his new rock 'n' roll-flavored Karl collection.
The 100-piece women's line -- priced to retail from around US$95 to US$450 - will make its debut on Net-a-Porter through an exclusive global distribution partnership, with sales on karllagerfeld.com to begin on February 28.
On January 25 during Paris Couture Week, the designer will also unveil to the trade a new signature collection, Karl Lagerfeld Paris.
Pier Paolo Righi, the new president of Karl Lagerfeld BV, outlined a slew of projects - from pop-up Karl shops to "Karl Lagerfeld experience" flagship boutiques - designed to catapult the company into the big leagues.
The executive, who joined Lagerfeld in August from Tommy Hilfiger Corp, said sales of Lagerfeld branded products currently generate "worth of 100 million euros," or US$137 million at current exchange, annually at retail.
"We would disappoint if we could not multiply that substantially," he said. "We also think there is a big opportunity to drive the business with strategic alliances and partnerships."
Righi said he would soon unveil a global partnership for watches, and he said negotiations to license the innerwear category were under way. But the affordable Karl line is the most crucial volley of the company.
Righi flipped through a catalog showing Dutch beauty Saskia de Brauw modeling a range of Karl looks, from silvery jeans and Perfecto-style vests to an elegant black cocktail dress with a plunging back, some of them accessorized with fingerless gloves and detachable, demonstrative collars. He used the words "street" and "rock" to describe the brand's fashion attitude. Although he defined the collection as "ageless," it is mainly targeted at women in their late teens and early 20s with its preponderance of denim and leather.
"It's my today's taste and style and a reflection of how I think a great number of people would like to be dressed now," said Lagerfeld.
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