Karl Lagerfeld Launches at Macy’s

Written by admin on September 8th, 2011
Summary:

Karl Lagerfeld’s latest tie-up — a capsule collection for Macy’s – was unveiled at the Herald Square flagship’s second-floor Impulse department on Tuesday night, where hundreds mobbed the store to see the designer and shop through the line.

Karl Lagerfeld’s latest tie-up — a capsule collection for Macy’s – was unveiled at the Herald Square flagship’s second-floor Impulse department on Tuesday night, where hundreds mobbed the store to see the designer and shop through the line.

While Karl Lagerfeld at Macy’s might surprise some observers, he pointed out that he was the first to do H&M in a move that blazed a trail for major designers to do tie-ups with mass retailers. In addition, department stores are not foreign territory for him. “I know everything about American department stores,” he said. “European designers all landed in America through department stores. Jean Rosenberg [of Bendel’s fame], Philip Miller [who ran Saks Fifth Avenue and Marshall Field’s] — these were great retailers, great people. My name was made in America by department stores. I have a certain weakness for department stores.”

His Macy’s sojourn, he said, albeit another move downmarket by a top-tier designer, won’t dilute his image or those of Chanel and Fendi that he designs. “This is not a problem whatsoever,” Lagerfeld said. “The more and more your name is around, it’s even better for Chanel. I am linked to that. I think this is the right moment for this. It’s pretentious to make only expensive things.”

Lagerfeld’s collection for Macy’s started selling four days ago at 225 doors and on macys.com, and officially launched Tuesday at Herald Square. He’s the latest in Macy’s ongoing guest designer series, which kicked off with Kinder Aggugini in February, followed by Matthew Williamson in April, and clearly crescendos with Lagerfeld for fall.

“We’re blown away by the sell-throughs with Karl. Even before his p.a. [public appearance], we did more than $1 million in sales,” said Terry Lundgren, Macy’s Inc. chairman, chief executive officer and president.

Asked what’s driving the volume, Lundgren replied: “It’s the signature pieces, the high collars, the sheer blouses and the scarves. There is so much of his signature look to it. Karl was very at ease understanding that he has to make product consistent with his look and with price points that are accessible” to Macy’s customers. The collection also has refined dresses, chic airy tops, feminine shoulder treatments, colors juxtaposed with patterns, florals and turtleneck tops paired with tweed shorts. Among the most elegant pieces — a tailored tuxedo dress with pintucking.

Talking of the future Lundgren said: “We began this process of trying to think differently about a higher level of fashion for Macy’s, and luxury that we can sell at certain of our stores. We’ve met with great success. There is no limit to what we can do at this store. The results with Karl have gone far beyond expectations.”

 

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