Karl Lagerfeld fans, embrace yourselves: e-commerce is coming! Scheduled for the beginning of November, and in collaboration with the renowned Italian e-tailing specialist Group Yoox, the brand’s website Karl.com is about to step into the e-commerce world allowing its customers to directly shop online their favorite accessories, clothes, ready-to-wear pieces and limited editions from the fashion legend.
“We’re going global, in 97 countries, with five languages, including Japanese. […] It 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,” Pier Paolo Righi, CEO of Karl Lagerfeld Group BV told WWD.
That’s a huge innovation since the German fashion designer relaunched his eponymous line in 2012, because it is the first time ever that Lagerfeld’s items will be sold on their own official website (they have since then only been available on other online retailers, such as Luisaviaroma.com, Stylebop.com and Zalando.com). For those who are not familiar with Karl’s latest efforts, Karl is Lagerfeld’s affordable brand and it is definitely the youngest/freshest oriented one from the designer.
As a way to triumphantly promote this upcoming launch, Lagerfeld will be auctioning three of his latest bags on Artnet.com, between November 5-10, 2015. The bags will be exceptionally unveiled on November 2, which means that we have three whole days to get ready to start bidding.
Lagerfeld’s executive team chose Artnet.com because this online leading resource for the international art market has been successfully doing online business since 1995, offering a wide range of fine art, design and decorative products (you can even buy Andy Warhol’s pieces on Artnet!). With its 1,400 galleries and 35,000 artists, in fact, Artnet.com acts as a springboard for Karl.com, and will be revealing a lot about its online future.
Why has Lagerfeld finally chosen to jump into e-commerce? As all the Lagerfeld’s enthusiasts know, Karl has a strong presence on the social media; millions of people follow Karl online every day. Economically speaking, it means that a lot of visitors per month take some of their time to explore Karl’s main website. Moreover, at least 40% of these customers look automatically for a non-existing ‘shop’ button. For this reason, after having studied the habits of their principal customers for a long time, Karl’s chief directors have thus decided to invest a lot of energies into e-commerce launch, hoping it will be a good intermediary between the products and their clients.
Moreover Karl, who definitely doesn’t like putting all his eggs in one basket, will use this website to reveal his new children and menswear’s lines early next year, which will probably direct even more online traffic to Karl.com. No one knows if Karl.com is going to change Lagerfeld’s main market, but that’s surely a brave decision that lessens the distance between the renowned designer and his more technologic audience.
Photo courtesy of Karl.com