At dusk, fauna connected to press at the entrance of the Centre Pompidou, invitation registered by hand. An opening? Not quite. The April 7, the Beaubourg Museum in central Paris, was privatized by Coca-Cola. The capital city hosts every week a handful of marketing events like this, but this one is unique, hence the exceptional affluence.
More than for the unlimited drinks and canapés, all are there to see Karl Lagerfeld. The artistic director of Chanel designed a collection of three bottles of Coca-Cola Light, launched with much fanfare on the terrace of Beaubourg. TVs have come from all over Europe, on the promise of a few minutes interview with the star. Magazines have published photos of the evening across the continent.A promo for gold Coca-Cola Light!
Since its appearance in a graceful Road Safety campaign in 2008, where he was wearing a fluorescent safety jacket ("It's yellow, it's ugly, it's not going with anything, but it can save your life ", he said it), Karl Lagerfeld multiplies contracts with brands. Most of the time fixed fee paid by classified top secret, sometimes a percentage of sales generated.
Steinway piano to the Yule log Lenôtre through a limited edition of the Petit Larousse, a pair of Repetto shoes and outfits for Barbie, the designer is able to affix his signature everywhere you least expect it.In recent months, he created an eyewear collection Optic 2000, played in a Volkswagen ad, directed the 2011 Pirelli calendar, shot commercials for the launch of Magnum ice in the United States and developed a mobile hairdresser Schwarzkopf. The back looks just as prolific. The U.S. department stores Macy's will distribute a collection of ready-to-wear scratched Lagerfeld, who just draw a new limited edition shoe Hogan, a variety of ST Dupont lighters and pens and Orrefors crystal glasses.
All this, without tarnishing his own image nor nor that of its major employers, Chanel and Fendi, which could hold your nose when they saw him commit themselves with consumer brands and, worse, the smaller competitors.
Review of each project
The success of this tightrope follower of the great discrepancy is due to "system" Lagerfeld.All through the partnership (SNC) Karl Lagerfeld, owned by investment fund Apax Partners. This relates in particular to social "research and development of any product bearing the trade name of Karl Lagerfeld."
"Karl has such an aura that many brands want to associate with him, says Christian Stahl, Partner at Apax Partners payday loans direct lenders. It is able to spend the most exclusive luxury brands for cheap. "But as talk of selling p Karl Lagerfeld as a common license to groups and advertising agencies who would do what they want. Karl Lagerfeld is Pierre Cardin.
"We receive every week a number of proposals around the world," said Pier Paolo Righi, CEO of the company. All are reviewed by a committee of five people around Karl Lagerfeld."Only 40% of the proposals are accepted, ensures Sophie Delanglade, director of the studio, which, among other things, denied a proposed umbrella. The project must be sufficiently creative, inspiring the team and match what fun Karl. "
For collections of ready-to-wear and accessories projects co-signed by Karl Lagerfeld and a registered partner, the designer engages the same team as its own line, to be released next spring on the Internet. "It is essential that projects are complementary and not competitors," said Pier Paolo Righi.
Far from any delegate to the studio, Karl Lagerfeld, workaholic and perfectionist, is personally involved in each project. Her photo shoots are always performed with the same assistants, and with models that selects itself. To begin with, often by his male muse Baptiste Giacobini.His clients can afford a reference to the universe … For Chanel campaign Dom Perignon, Karl Lagerfeld has ensured that a few years ago shooting, shooting sessions were held in his mansion at the time … "With furniture specially down from the attic," recalls an officer of the brand. Same organization for shooting the 2011 Pirelli calendar, made in his photo studio staff, with jewelry and cabinets designed for shooting …
Communication millimeter
Karl Lagerfeld's team takes great care to communication operations around partnerships. The step is essential for brands: even more than the turnover by product designer Lagerfeld, the launch campaign is allowing them to benefit from their association with the stylist. But the personal image of Karl Lagerfeld, demanding and a perfectionist, is at stakeOnly around him is entitled to control this crucial phase, press kits to the organization of events, always assigned to the same agency. For the evening Coca-Cola, it recruited the young models, revamped to Karl Lagerferd wearing a white wig with ponytail. Lagerfeld's house, the business contributes to the maintenance of the myth, and vice versa.