Karl Lagerfeld x Jaspal
Bringing Western Brands to Thailand
Jaspal, a leading fashion retailer in Thailand, engaged ITB to secure and manage their programme for collaborations and partnerships. In a hugely competitive environment, collaborations with Western brands and talent would give them cut-through compared to competitors; generating PR buzz, 360 content and in-store newness.
Launching with a Fashion Icon
Following market research, ITB cast and secured a globally renowned and iconic Western fashion brand – Karl Lagerfeld – to partner with Jaspal for their 46th anniversary The brand already had high engagement levels with Jaspal customers in the Thai market and was interested in penetrating South East Asia – a perfect fit.
ITB contracted a mutually beneficial partnership between the two brands and managed the process every step of the way from design and development through to launch.
The resulting collection of 90 pieces included ready-to-wear, bags, footwear and small accessories all under the “Paris Day to Night” theme inspired by French chic and Lagerfeld’s famous cat Choupette.
An Epic Limited Edition Capsule
The limited edition collection had an explosive launch both online and in over 50 Jaspal retail stores with 83% sell through. Together with Jaspal, ITB concepted 360 activations for the launch including live runway shows in key retail spaces and a short film combining live action and animation which drove enormous press interest.