Lagerfeld studies open shops in Brazil

The fashion designer Karl Lagerfeld, Chanel and Fendi brands, launched a new fashion in Paris: the "mass elitism". This is the concept applied to revive and expand the brand's most famous fashion designer's personal planet, which has just opened in the French capital its first concept store in the neighborhood of Saint-Germain-des-Près. This is the first of a long series of boutiques laid down in numerous countries, including in Brazil.
On site-that "breathes" Lagerfeld style, with decoration in shades of white, black and gray clothes, accessories, timepieces and objects "mark Kaiser of fashion" have considered accessible prices compared to those of great names in luxury. The shirts, for example, cost in the range of € 150 and € 200, pants, on average. But there are also more sophisticated parts.
Behind the commercial strategy adopted, is the Italian Pier Paolo Righi, designer Karl Lagerfeld's new President, who begins to put into practice an ambitious network of stores. Between seven and ten boutiques will open this year, says Righi, who studies also units in Brazil, said in an interview with value.
In Paris, the second store of Karl Lagerfeld will open in May. For now, the priority is Europe (England and Germany are some of the countries where there are openings this year), in addition to China, which will gain three shops in 2013. These units are own.
The Brazilian market should come a second time-is being studied the arrival in the country in two or three years. "Brazil is a very important market for the Lagerfeld brand," says Righi, remembering the stylist's partnership with Melissa (the Rider), whose models will have worldwide release on day 26. According to him, the deployment in the country must occur through franchises or joint venture.
To Righi, who took charge of the company a year and a half ago, the Lagerfeld brand's potential "was very little explored." After all, the designer is "world famous" and its success, there are 30 years old, with the coveted Chanel creations is indisputable. But his personal brand, which is owned by the British Fund Apax Partners, was "asleep" in recent years.
The first step of the new President was given at the beginning of last year, with the launch of collections of affordable brand, sold exclusively by a French site. Now came the time of physical expansion.
"The goal is to make the brand Lagerfeld a global brand," says Righi, which provides for the possibility of opening more than a hundred stores worldwide. He understands well the subject: in the last ten years, Righi was the CEO of Nike to Europe and the Middle East and also had commanded the American designer Tommy Hilfiger.
"Developing a wide network of stores is a key element of our strategy," he says. "But we still need to set the speed with which we will do this."
Another important element of the strategy is to capitalize on the strong image of "fashion icon", also known for his ironic phrases, creating elements that can be quickly associated with the identity of the designer Lagerfeld.
That is why in the new shop there are several accessories that reproduce the visual style of sewing, as fingerless mitts or huge collars of shirts that can be pinned to clothing. There are also smaller objects such as key chains in the shape of a giant sunglasses or covers for smartphones and tablets decorated with the facial features of Lagerfeld. The store brings together still products created by fashion designer for other brands such as Dupont pens, cups for Swedish cristaleria Orrefors, or Shu Uemura brand makeup.