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Karl Lagerfeld E-Business

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Emakina
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  • Date Published
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CASES12-1

Developing an omnichannel strategy. This would involve their own brand site which should be 100% connected to the commercial aspect.

About

Karl Lagerfeld could already look back on a first and successful online business initiative, in partnership with netaporter.com. Following this success, the brand opened their own network of physical points of sale with each boutique (over 30 worldwide) being entirely connected.

Encouraged by this close experience with their fans, the brand wanted to take it to the next level by developing an omnichannel strategy. This would involve their own brand site which should be 100% connected to the commercial aspect.

Solution

We created an experience which combines and associates brand content swiftly with content related to the experience of buying.

In order to create this experience, the architecture of the content has been completely reshaped in such a way that there is a real emulation between the content related to Karl Lagerfeld himself and the content related to his products (names, taglines, descriptions, etc). This way, the product pages are enhanced by “Karlisms”. Fans can share each piece of content on social media.

This platform offers you to enter the universe of the fashion designer by offering a peek into what moves him, by showing what he posts, and by presenting all of the latest news on him. The smooth buying journey on the platform will guide you to whatever interests you without fail.

The website has a completely responsive design so that it adapts to all kinds of digital devices and displays. This means users can access the platform whenever, wherever. As such, a global experience is created. Departing from a user-centric approach, Emakina conducted extensive user testing so that each step of the experience is completely optimised.

The platform can be accessed in multiple languagesĀ so that the connection with the fashion designer feels as close as possible. In addition, users can subscribe to a newsletter and follow the brand on different social media.

The homepage of the platform has a look that is similar to a magazine layout. This way, it really reflects the very particular and eclectic character of Karl Lagerfeld. It’s also the best way in which the rich and visual content can be displayed.

Emakina took the creation and design of the interface for its part, as well as the integration and the cinematic effects. This allowed for Yoox, a partner in this project, to take care of the technical development on the platform.

All of the content and products can be shared on social media. This allows the fans to extend their conversations with and about their favorite fashion designer.