Karl Lagerfeld launching e-commerce
Karl Lagerfeld is delving headfirst into e-commerce, going global in a whopping 97 countries.
The designer, who also heads up Chanel and Fendi, hopes to launch his web offering in November (15), partnering with Artnet.com for the venture.
“We’re going global, in 97 countries, with five languages, including Japanese,” Pier Paolo Righi, chief executive officer of Karl Lagerfeld Group BV, told WWD.
To drum up attention for the e-commerce, Artnet.com is auctioning three one-of-a-kind Lagerfeld bags and the original sketches. The bags will be revealed on November 2 (15), with bidding starting on the 5th and finishing on the 10th. Lagerfeld's sketches are typically not available to buy, so this is a one-off opportunity for fashion fans.
It's hoped the exciting online move will boost revenue, with Righi adding that online sales already represent “a significant part of the business".
So far, the brand has been selling through select websites such as Stylebop and Zalando. Net-A-Porter also exclusively offered the Lagerfeld rock-n-roll collection.
Karl.com will include the designer's entire accessories collection, eyewear and novelty items. Menswear and childrenswear will launch from spring 2016.
It's hoped social media will really boost the e-commerce launch, with Righi explaining the brand's Instagram amassed 1.6 million followers in two years.
The Lagerfeld website already proved popular, with visitors spending on average more than three minutes on the page. Apparently 40 per cent searched for a "buy" button, so their dreams should now be coming true.
“(Online shopping) resonates with our core customer, who is very connected, young-minded and modern….We know there is a big audience out there that wants to buy our product," Righi continued.