Fashion brand Karl Lagerfeld is launching a global e-commerce store in 97 countries and in five languages.
As part of the debut, online art market Artnet.com is auctioning off three one-of-a-kind bags and original sketches by Karl Lagerfeld for the November launch, which is in partnership with Italy's Yoox Net-a-porter Group, Women's Wear Daily reported.
Pier Paolo Righi, CEO of Karl Lagerfeld Group BV, expects e-commerce to represent double-digit figures of the company's revenues right off the bat.
The brand relaunched in early 2012 on Net-a-porter, which agreed to a merger with Yoox in April. In the last year, the company has started selling to sites such as Stylebop.com, Zalando.com and other Web stores. But the new Karl.com will have a wider assortment of women's products including accessories, ready-to-wear products, fragrances, watches, eyewear and novelty items. Menswear and children's clothing is scheduled for launch in spring 2016.
Righi said the brand chose to launch e-commerce now because of high engagement on social media, gaining more than 1.6 million followers on Instagram in two years and 100,000 monthly visitors to its site.
On average, visitors spend more than three minutes on the Karl Lagerfeld site and almost 40 percent have gone searching for a buy button—currently linked to third-party vendors.
The online store will unveil new designs every two weeks. The Web will work cooperatively with the brick-and-mortar stores, including a new flagship in Dusseldorf, Germany. The brand first launched brick-and-mortar locations in 2013, and now owns 20 direct stores and 20 franchised locations.
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