Karl Lagerfeld goes online

Karl Lagerfeld has launched an online-exclusive fashion range in conjunction with Net-a-Porter in the hope of giving a new lease of life to his brand. Annie Haak Designs knows only too well what a powerfulsales channel the internet can be for a fashion brand and the introduction of Lagerfeld’s new online collection means that online shopping is just getting better and better.


The Karl line will be the Chanel designer’s first online only collection and the London-based web retailer will have exclusivity of Lagerfeld’s online fashion collection for just one month before the collection is sold on Lagerfeld branded websites.


The German designer’s internet-only collection is designed to be more "accessible", with items ranging from £20 to £980. Much like the sterling jewellery created by Annie Haak Designs, critics have described Lagerfeld’s latest collection as young and modern. But why does such a fashion designer icon, who has worked with the likes of Chloe and Chanel and designed for the likes of Madonna and Kylie, need to venture online?


Planet Retail’s fashion analyst Isabel Cavill has said: "Karl Lagerfeld is seen as an older member of the fashion scene, so this might help him rejuvenate his image...We also saw Donatella Versace launch a collection which was sold on H&M's website last year, which caused the site to crash because demand was so strong...This is a great way to make their brands appear more accessible without risking damage to the perceived exclusivity of their other offline collections."


It seems going online could be very profitable for the fashion designer. Research by the Interactive Media in Retail Group revealed that between April 2001 and May 2011, the value of the UK's online clothing sector grew by 3,245%. It was also found that high-profile brands were performing better than their counterparts, which is great news for online retailers like Annie Haak Designs.


When you check out Karl at Net-a-Porter.com don’t forget to do some online jewellery shopping too. Make sure you stop by the 2012 Annie Haak Designs Sterling Silver Jewellery Collection for some fabulous charm bracelets, necklaces and rings to complement your stylish LBDS, leather biker vests and sequined pants – online shopping has never been so fashionable!