Net-a-Porter plans a web exclusive with German designer Karl Lagerfeld
December 21, 2011 01:02 PM
Net-a-Porter LLC is going upscale with a new microsite and lines of apparel from designer Karl Lagerfeld.
On Jan. 25 Net-a-Porter, No. 89 in the Internet Retailer Top 500 Guide, will debut a new microsite and two collections from Lagerfeld, a German fashion designer and artist who also serves as the creative director for fragrance and apparel brands such as Chanel and Fendi.
The new microsite on Net-A-Porter.com will feature two brands: Karl, apparel and accessories priced from $85 to $400; and Karl Lagerfeld Paris, a line of apparel and related merchandise ranging from $400 to $2,000. Net-a-Porter sees its arrangement with Lagerfeld as an opportunity to bring more designer brands to its current inventory of more than 300 products from different designers. “This will be a 21st century launch, globally available, in-season for instant gratification and harnessing the power of the digital media and social commerce,” says Net-a-Porter founder Natalie Massenet.
To generate interest in its new line of apparel Net-a-Porter has designed and released a mobile app called “Where’s Karl?” The app lets users receive news and other content from the Karl Lagerfeld collections. Users can also play games on the app, and win a chance at a $1,000 shopping spree.
Net-a-Porter which uses the format of a glossy fashion magazine to sell men’s and women’s apparel and related merchandise online, is part of French luxury goods maker Compagnie Financière Richemont SA. Richemont acquired Net-a-Porter in May 2010 in a deal valued at about $534 million.