Karl Lagerfield & Net-a-Porter
02/01/2012 § Leave a comment
Clothes hanging on what back in the day use to be 4-ways, is definitely a thing of the past. A week ago today Karl Lagerfield launched one of his most awaited collections in one of the most innovative digital forms. With the use of Ipads, consumers were able to interact digitally with the brand and the clothing. The Karl fanatics walked through the shop, which consisted of a black and white space (Karl chic of course) with two large like canvases on the walls featuring the available collection.
As the consumer held his/her Ipad or Iphone using the Karl app, the screen would recognize what the model wore in the image. The price and details were then seen on the screen and the consumer was directed to shop now via the net-a-porter website. The excitement however did not stop there, but continued for the fortunate ones who won pieces from the collection.
Luckily enough I was able to participate behind the scenes in this event. After engaging with a few of the Karl fans, I found the exciting new shopping concept was not only admired by the young consumers, but by the older consumers as well. When it comes to digital launches or shopping experiences, a majority of brands tend to worry about the general response of the older consumer market. I believe the success of this was due to the engagement digitally through social media and the fact it was an event with the actual team of Net-A-Porter.
The unique launch was shared across the globe at the same time in top fashion forward cities like Paris, London, Berlin, Sydney, and New York. Karl Lagerfield and Net-A-Porter as usual lead not only in fashion, but also with their innovative and captivating ways.
Clothes need to be hung in our wardrobes were we can value the quality of our taste and show proof to our accountants where are money really has gone.