Marchon’s Big Bet on Karl Lagerfeld Eyewear’s New Course

A year after Karl Lagerfeld’s death, the namesake brand is powering ahead, brimming with energy and projects and so, too, are the label’s partners, including Marchon Eyewear Inc., the eyewear specialist that has been its licensee since 2007. In 2017 the two parties renewed their licensing agreement, which now stretches until 2023. But this year marks a new course for the Lagerfeld eyewear line, which is undergoing a repositioning both in terms of price point and design, tapping into the masstige segment, in line with the rest of the label’s products. “Karl was always very enthusiastic about what masstige could mean for brands, kind of combining the styling and the taste of a prestige brand with a much broader reach and we felt that it was the right time for the label to also embrace this positioning,” Thomas Burkhardt, Marchon’s senior vice president of global licensing, marketing and design, told WWD. The price range will be lowered and narrowed starting from the spring 2020 collection, which was to be unveiled at Mido later this month until the Milan-based international eyewear trade show decided last week to postpone its dates to July 5 to 7 due to the coronavirus outbreak. According to the new strategy,

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