Karl Lagerfeld invented the MASSTIGE concept, as a merge between the words mass & prestige, that have always been clashing until then.

BROAD REACH

PRESTIGE APPEAL

KARL LAGERFELD EYEWEAR

Why
Karl Lagerfeld Eyewear

BROAD REACH

PRESTIGE APPEAL

Karl Lagerfeld Eyewear

Karl Lagerfeld invented the MASSTIGE concept, as a merge between the words mass & prestige, that have always been clashing until then.

Why
Karl Lagerfeld Eyewear

Karl Lagerfeld Eyewear collection combines Parisian aesthetic with a rock-chic attitude under the MASSTIGE concept positioning, offering a collection with prestigious appeal at an affordable price.

Premium but attainable

Perceived as prestigious

Dream-Factor applied to mass market and to an aspirational audience

Strong style codes

Premium but attainable

Perceived as prestigious

Dream-Factor applied to mass market and to an aspirational audience

Strong style codes

Karl Lagerfeld Eyewear collection combines Parisian aesthetic with a rock-chic attitude under the MASSTIGE concept positioning, offering a collection with prestigious appeal at an affordable price.

Target:

  • Gen Z
  • Young
  • Fashion Hunters
  • Karl Lagerfeld Lovers – #TeamKarl

Women and men who:

  • Live in metropolitan cities
  • Are open-minded
  • Have an active Social and Digital Life
  • Express coolness, confidence and independence
  • Love to mix: masculine and feminine, vintage and new, luxury and high-street

Target:

  • Gen Z
  • Young
  • Fashion Hunters
  • Karl Lagerfeld Lovers – #TeamKarl

Women and men who:

  • Live in metropolitan cities
  • Are open-minded
  • Have an active Social and Digital Life
  • Express coolness, confidence and independence
  • Love to mix: masculine and feminine, vintage and new, luxury and high-street

MASSTIGE STRATEGY: STYLISH DESIGNS WITH AN AFFORDABLE PRICE

COLLECTIONS THAT TARGET GEN Z AND YOUNG FASHION HUNTERS

STRONG OFFERING OF FASHIONABLE SILHOUETTES WITH GREAT ATTENTION TO QUALITY AND COMFORT

SUSTAINABLE UPCYCLED AND BIO-INJECTED PLASTICS

MORE THAN 90% OF KL SUNGLASSES ARE RX-ABLE

  • Karl’s strong aesthetic

  • Show-off styles

  • Unexpected shapes & colors

  • Quality & comfort

  • Appealing price positioning

  • Karl’s strong aesthetic

  • Show-off styles

  • Unexpected shapes & colors

  • Quality & comfort

  • Appealing price positioning