FashionNetwork fashion business network --- Karl Lagerfeld brand debut this quarter, Pitti Uomo men's clothing exhibition, it opened a large booth at the main venue of the exhibition hall Basso Castle. The brand took the opportunity to announce its new strategic guidelines aimed at strengthening its men's line and expanding its product content.
Sébastien Jondeau and Lafayette Karl Lagerfeld - Karl Lagerfeld
The main Karl Lagerfeld menswear collection and the upholstery collection Lagerfeld will be combined. Brand CEO Pier Paolo Righi told Fashionnetwork.com that “the goal is to bring menswear products closer to women’s products, adopt a more fashionable and casual style, and reduce the tailoring style. Women’s clothing sales exceeded men’s clothing two years ago. , accounting for 70% of the total turnover."
He also said, "We hope to strengthen the men's wear line and promote men's wear so that it can achieve the same development opportunities as women's wear. At the same time, we hope to further strengthen the related history around the world of Karl Lagerfeld and increase the common point of personal and brand. ".
For this reason, the brand launched the Karl Lagerfeld curated by Sebastien Jondeau capsule series at the men's wear fair Pitti Uomo. This series was designed by the personal assistant Sebastien Jondeau of Karl Lagerfeld. He created a men's collection with more sports features, a total of more than 30 kinds of clothing and accessories.
Another way to build this world of Karl Lagerfeld is product licensing. At present, Marchon is responsible for the production of branded eyeglasses, Fossil for watches, CWF for children, Interparfums for perfumes, Swarovski for jewellery, and Overland for Shoes. Karl Lagerfeld has just announced that it has reached an agreement with Italian high-end denim manufacturer Giada to launch a complete denim collection. The producer also holds the Jacob Cohën brand production and distribution agency.
Finally, the brand launched the Karl Lagerfeld Paris series specifically for the US market two years ago. Relatively more European series for the Millennials, this series of American products is more extensive, it is also aimed at more mature consumers. Pier Paolo Righi concluded by saying, “In the US market in 2017, we have achieved a turnover of 80 million US dollars for two consecutive years. After the United States, our main markets are the Middle East, France and Germany. Last year, our overall sales volume recorded 30%. The growth of the same store increased by 17%."
The Karl Lagerfeld brand has been held by Apax Partners, a UK investment fund, since 2006. The brand currently has 95 single-brand stores worldwide.
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Our products will be exported to many countries such as the United States and Russia. Denim clothing has no gender restrictions and has a variety of styles. It is not only favored by foreign customers, but also by our domestic customers.
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