PARIS — Karl Lagerfeld may be one step closer to television home shopping, although no deal has yet been signed.
Harlan Bratcher, senior vice president of merchandising of Q2, and Diane Von Furstenberg, Q2’s recently named creative planning director, are flying to Paris on Monday to meet with Lagerfeld and formalize an agreement.
Lagerfeld said he has been speaking to Q2 but hasn’t made up his mind.
“Home shopping interests me,” he said. “This represents part of the landscape in fashion, and one has to be a part of it.”
[In New York, Bratcher characterized the meeting as “a brainstorming session.” Bratcher continued, “I’m going with the idea that he’s ready to work with us and we’re ready to work with him. It’s a matter of coming up with a business plan that’s appropriate to Karl and to Q2.”]
Lagerfeld said that Diane Von Furstenberg, who sells her apparel on QVC, was the person who got him interested in home shopping.
“She made the initial contacts, and now it’s time for me to step in and discuss actual specifics, such as the collection, styling, price points and distribution,” Bratcher said.
Lagerfeld has been thinking about what he’d sell on Q2 if he decided to take the plunge. He said a version of the “skin dress” — lightweight knits that hug the body, which he showed at his last two collections — could solve the sizing problems inherent in television shopping because of their elasticity.
Lagerfeld has had some experience with direct marketing. Last fall, he sold two bathing suits and two robes in the La Redoute catalog, published by Pinault-Printemps, the third largest catalog group in the world.
If Lagerfeld signs a deal with Q2, he said he will appear on-air to sell his clothing.