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How can the Karl Lagerfeld brand leverage the creator´s legacy to shed light on the brand following Karl Lagerfeld´s demise
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This thesis examines challenges faced by luxury brands following the “Creator’s Light” model
after the departure of creators, focusing on Karl Lagerfeld's brand. Analysing Karl Lagerfeld’s
role as creator and his brand within the “Creator's Light” model, the research explores
Lagerfeld's legacy and current purchase behaviour, aiming at guiding the brand in leveraging
its creator's identity. It introduces the “Creator Identity Prism” as main strategy.
Recommendations span product offerings, communication strategies, and luxury positioning.
Proposed strategies involve aligning product lines with Lagerfeld's values, emphasizing his
signature silhouette, timeless aesthetics, and embracing a rock-chic style reflecting his bold and
inventive spirit.
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Creator Creator´s light Founder demise Karl lagerfeld Brand identity Luxury