Thai retail giant Jaspal was looking to partner with a Western fashion brand, while Karl Lagerfeld was seeking to secure a partnership with an Asian brand to further penetrate the South East Asian Market
ITB’s research indicated that Lagerfeld would be a great fit. He is one of the most celebrated designers of the 21st century, and his visionary creativity expands beyond fashion to include illustration photography, styling and publishing. The brand had a high engagement level with Jaspal customers and the Thai market- just what Jaspal was looking for.
ITB orchestrated an applicable range plan, contracting a partnership between the two brands, and managing the design and development process all the way through to launch.
The Lagerfeld Jaspal collaboration which originated with ITB, rocked the fashion world. This successful partnership resulted in the “Karl Lagerfeld X Jaspal” brand which launched across Thailand in 54 Jaspal stores. The collaboration has proven to be Jaspal’s most successful brand partnership with a sell through rate of 83%. Karl Lagerfeld was so impressed with the process, a second Jaspal collaboration has been suggested and further partnerships are being explored in South East Asia and South America.
The collaboration has proven to be Jaspal’s most successful brand partnership with a sell through rate of 83%