How Karl Lagerfeld benefits from UGC | Case study

KARL LAGERFELD is an iconic fashion brand whose exemplary designs celebrate the colossal legacy and spirit of its inspirational founder. Learn how they continue to disrupt the fashion space with authentic User Generated Content.

Numbers

The Story

KARL LAGERFELD is an iconic fashion brand with a forward-thinking spirit that continues to embrace the passion and creativity set forth by its cutting-edge founder. 

Well-known for breaking ground in the world of fashion thanks to their contemporary, trend-setting designs, KARL LAGERFELD is always on the lookout for new and exciting ways to expand their immersive brand experience in our digital world.

Challenge

Seen as an inspiration for many fashion houses internationally, KARL LAGERFELD consistently strives to find the next best-selling strategy, forever innovating the fashion space with its revolutionary ideas. 

With a watchful eye on emerging online trends, KARL LAGERFELD discovered User Generated Content, which enables the brand to better connect with customers around the world by making them the center of their immersive buying journey.

Solution

“User Generated Content is a perfect way to enrich product content and photography, as well as the on-site experience with lifestyle content side-by-side with marketing campaigns and product content.” 

Karin Botta, Head of Karl.com at KARL LAGERFELD

By collecting authentic User Generated Content posted by loyal customers on social media, KARL LAGERFELD is able to use interactions on engaging platforms like Instagram to further interact with their customers throughout the online buying journey. 

This high-performing strategy has helped the brand inspire customers with honest examples of product styling alongside the real faces of people who truly love their designs. For an international brand that’s recognized around the world, this integration helps connect loyal brand followers despite their geographical distances, enabling a larger base of diverse consumers to identify and see themselves within the trend-setting nature of the brand. 

“User Generated Content shows how real customers and influencers are wearing and styling products, as well as the contexts where they are wearing them in cities around the world.” 

Karin Botta, Head of Karl.com at KARL LAGERFELD

Results