Karl Lagerfeld launches e-commerce website
At the beginning of November, Karl Lagerfeld will launch his first virtual store. It's a key step, in which the German designer has heavily invested. The Karl.com e-commerce site will be managed by Italian group Yoox and will be dedicated exclusively to womenswear collections.
The fashion label has decided to currntly concentrate on the women's world, so for now the website features ready-to-wear apparel and, above all, accessories, the brand's primary sales focus: from leather goods (shoes, handbags, etc.) to eyewear, as well as watches and fragrances.
The website will be accessible in 97 countries in five languages (English, German, French, Italian and Japanese) and four currencies (euro, US dollar, pound sterling and yen) and will present new products every two weeks.
In conjunction with this launch, which allows the label to reach out to the whole world, Karl Lagerfeld conceived a capsule collection called 'Karl Around the World', alluding to this worldwide online expansion, and inspired by the designer's travels.
The collection consists of travel accessories (sling bags, eye masks, passport holders, travel notebooks etc.) and will of course be available for sale both online and at the twenty or so mono-brand stores operated by the brand.
Another initiative to cap off Karl.com's launch will be a very special auction sale. Karl Lagerfeld created three exclusive handbags, each offered as a one-off, unique item together with the designer's original sketch, on the online contemporary art auction site Artnet.
The three handbags, complete with sketches, will be showcased on Artnet from 2nd November. Website users will then be able to bid for the limited edition items created by the great designer from 5th to 10th November.
In other words, an extraordinary auction for which the price is indeed likely to rise very high. Of course this has nothing to do with the accessible luxury positioning of the Karl Lagerfeld brand.
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