Carl Lagerfeld brand franchise fully blooms

In order to further expand the market exposure of the Karl Lagerfeld brand, Lagerfeld parent Tommy Hilfiger recently signed a franchise agreement with the Italian manufacturer VaprioStile.

The production and distribution of the brand will be handled by VaprioStile, which has been in force since autumn/winter 2008. That is, the brand new product Lagerfeld launched at Paris Fashion Week in February next year will be entirely responsible for VaprioStile. "The designer brand has tremendous potential for development," said Vaprio president Robert Zanetto. "The designer brand has a very strong reputation in the market. Consumers understand it more comprehensively and deeply than other brands. These two points will greatly promote the brand to expand its future development space."

Zanetto said that the United States and the Far East have very considerable room for development and development potential. He pointed out that the company will greatly reduce the delivery time, increase the intensity of product promotion, and further optimize the pricing mechanism.

It is reported that Hilfiger has already begun to explore whether the Lagerfeld series can enter the US market and is sought after by the public. He hopes that the brand can trigger the launch of a one-off product series designed by Lagefield for H&M three years ago. Crazy buying panic. VaprioStile is controlled by Arner Private Funds from Switzerland and is headquartered in Milan and Bergamo. The company has 80 employees and annual revenue is about 24 million euros. Vaprio currently holds franchise rights for several companies, such as Emmanuel Engroo, Givenchy's high-end women's clothing line and KenScott's high-end clothing line.

Currently, the Karl Lagerfeld series is sold in 50 stores worldwide. The joint venture with VaprioStile is one of a series of franchise rights for the Lagerfeld brand. Next year, the company will also sign a franchise for men's and women's eyewear with Marchon Eyewear, and it will sign the franchise for handbags, small leather goods and luggage with AccessoryNetwork Group. In July of this year, Lagerfeld joined forces with Coty to form a strategic alliance to work together to launch the fragrance line for Lagerfeld.

The company stated that it hopes that after Hilfiger has built a brand new model for Lagerfeld, the future brand will be able to sign more franchise rights with more partners.

“We intend to fully control the brand, including its creative guidance, market planning and franchise, but we hope that this control will be based on the granting of franchise rights to various product groups and hopes to build more with various professional organizations. Close business contacts," Zanetto said.

Earlier this year, Hilfiger rejected the request of the parent company ApaxPartners to sell Lagerfeld. Last May, two Apax funds invested $1.6 billion to acquire the Hilfiger brand.

In fact, Zanetto said that management will consider opening a store for Lagerfeld. "First, we need to see whether there is demand in the market and there is a possibility of operation. We will also spend a year or two on reorganizing our internal structure, increase management, and then consider further market development.