Karl Lagerfeld Personal Brand Again Attracted Attention

As the most qualified and prestigious designer in fashion world, Karl Lagerfeld is not only the design director of Chanel and Fendi, but also has the brand of personal namesake.

His influence on the former two is beyond doubt, but his personal brand is not so satisfactory.

However, recently, there is news that G-III clothing group will increase its stake in Karl Lagerfeld brand by 19%.

Despite the development of Karl Lagerfeld's personal brand, his reputation is still a gold medal. Some people still have full confidence in it.

Recently, G-III clothing group announced that it will increase its 19% stake in Karl Lagerfeld brand, which will help the German designer accelerate the pace of global expansion.

It is worth mentioning that last year, G-III group and Karl Lagerfeld brand established a cooperative relationship, and holds a 49% stake in Karl Lagerfeld North American joint venture company, has Karl Lagerfeld brand clothing, handbags and men's coat can be renewed for 5 years in North America.

It is also the preferred agent for other categories of the joint venture company.

Pier Paolo Righi, President and chief executive officer of Karl Lagerfeld, points out that G-III's investment is a logical outcome after initial cooperation between the two sides. The paction will help Karl Lagerfeld brand develop its overall strategy, and at the same time, it will bring greater synergy to distribution and procurement.

G-III group CEO Morris Goldfarb said: "in the absence of any marketing or substantive operation means, the Karl Lagerfeld brand has begun to perform very well." at the same time, it also stressed that "in five years, excluding retail and online business, the wholesale performance of Karl Lagerfeld brand will reach 3 to 400 million dollars. The designer Karl Lagerfeld herself and its brand are recognized worldwide, and the reputation of Karl Lagerfeld is widely known."

Karl Lagerfeld personal name brand, founded in 1984, due to

The effort to enter the brand of personal namesake is far less powerful than Chanel (Channel), Fendi (Fendi), or even a few times.

Until 201 years, it was repackaged and covered with clothing for men and women, bags, accessories, watches, glasses, perfume and other products. Positioning is now in the range of affordable luxury or boutique.

Nevertheless, the performance of Karl Lagerfeld brand is not good. It is said that the shop opened in Chengdu is also a dark shop.

Last year, Vogue was right.

(Yves Saint Laurent) co-founder Pierre Berg e revealed: "I like Karl very much. He behaves elegance and talent, but his biggest problem is that his own brand has never been successful.

Karl, as a brand designer of the same name, is far less qualified than Chanel design director.

This is just like two performing stars, one in the theater, the other in the theater, and finally one becomes Marilyn Monro, the other is still unknown.

In response to Berg's assessment, Karl Lagerfeld responded in an interview.

Lord Buddha admitted that the scale of Chanel was far worse than that, but he never had the ambition to equate the two. "In fact, I started this brand from the very beginning and wanted to distinguish it from Fendi and Chanel. Personal brand has always been in the range of affordable luxury or public goods, because it is not clothing or customization."

He added: "Berg e should be modest and his own brand is not as good as Chanel scale, because it is not his goal, nor can he do Saint Laurent multi billion dollar fashion business."

Although Berg said that Karl, as a brand designer of the same brand, was far less successful than Chanel design director.

But the reputation of Karl Lagerfeld is enough to give investors full confidence in it.

However, can the G-III group's re injection make the Karl Lagerfeld brand rise and achieve excellent results?