FENDI
Cindy Huang
The Story of FENDI
In 1925, Eduardo Fendi and Adele Casagrande open a small shop in Via del Plebiscito located in Rome that carried leather goods and luggages with a small fur workshop in the back. In 1946, the five daughters of Fendi decided to take over the company after their father Eduardo Fendi passing and had an urge and vision to reinvent the Fendi name with new designs. They were strong women with creative business minds that was rare to see during that time. Karl Lagerfield which later joined the Fendi family in 1965 as creative director calls the Fendi sisters "five fingers of a hand." Five also became Fendi's lucky number. Today, the business still belongs to the Fendi family and the brand’s future is represented by Maria Silvia Venturini Fendi, Anna Fendi’s daughter, who continues designing accessories and male attire, together with the creative director Karl Lagerfeld. Today, Silvia (daughter of Anna Fendi) is the only family member who remain at Fendi. In 1994, she becomes the creative director of accessories and now also have a knack for children’s wear.
Sketch by KL in the sixties
Fendi Sisters with Karl Lagerfeld
Fendi's lucky number five
A little Summary of Fendi
Fendi is a luxury retail that sells leather goods to fur coats to time pieces to accessories and fragrances. They are an independent retailer, meaning they sell and make their own Fendi goods. They have their own website, but you cannot purchase through it, only at brick and mortar. Today in Rome, the Fendi company has over 500 employees, in addition to the over 2000 people involved in its various related activities. Roughly 70% of the overal production is geared for export. 100 boutiques, 2 direct Fendi stores in Rome and New York and 600 points of sale scattered in Italy and abroad. Fendi has been part of the LVMH Group since 2001. LVMH is the larger shareholder, they have 51% of the shares and 49% goes to the Fendi family.
Fendi Logo
First Cat Walk that can be seen from the Moon
Karl Lagerfeld
Karl Lagerfeld is the master of reinvention, having repeatedly transformed himself as well as his labels. He is currently the creative director of Chanel, Fendi and his eponymous label. He has previously designed for Chloe and created a range for H&M.
New News of FENDI
Pins of Luxury Windows
FENDI'S GLOBAL LOCATIONS
London
This is a new Fendi store, located at 141 New Bond Street, the Fendi flagship store is housed inside a 19th century building with a Flemish-style brick façade. A funnel-shaped blue Murano glass chandelier connects the airy, three-floor store.
Tokyo
The Tokyo boutique in Shinjuku Isetan is the 13th Fendi store in Japan The store is located at the 4th floor of Shinjuku Isetan Department Store. The selling area is 70 SQM. Isetan Mitsukoshi group is the largest department store group in Japan. The style of the store is very modern and leans more to the Tokyo style.
New York
Fendi's Pricing structure
Fendi is well known for their legendary fur, they created ground-breaking techniques and innovative Pricing Structure
designs that makes the quality of their fur unbeatable. Fendi is the only fashion house to have its own Fur Atelier since 1925 and each artisan trains for 10 years in the art of making fur, which is passed on from generation to generation. The evolutionary heritage and quality of their luxuries fur coat is one the main attraction of Fendi. When you purchase a piece of Fendi’s fur coat or bags, it is not just a coat or just a bag, you are purchasing their heritage, craftsmanship, quality, and trust so their price is high for a good reason. It is image driven, and consumers who purchase Fendi wants the Fendi lifestyle.
Fendi uses passive pricing technique since their products are one of a kind, desirable and is sought after; they do not use the aggressive or neutral type of technique. Fendi competitors are other luxury brands, but their prices do not have much impact because in a luxury brand, the prices cannot change whenever they want to. They have to change gradually and are reflected by the economy. Fendi is a luxury brand so they do not use promotional pricing strategy. They have one price policy; everyone pays the same price no matter who you are, there are no discounts or sales offered.
Reference
http://en.wikipedia.org/wiki/Fendi
curiosities/the-fendi-history.html
http://www.luxurydaily.com/fendi-looks-to-open-first-palazzo-in-2016/
http://www.vogue.com/voguepedia/Fendi
http://www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/fendi
http://lifeandstyle.alexandalexa.com/behind-the-brand-the-history-of-fendi/
http://www.fashiontimes.com/articles/9369/20140704/fendi-coming-new-york-citys-
http://www.fendi.com/us/en/the-magic-of-fendi/our-story
http://store-en.fendi.com/search?country=&query=soho
http://store-en.fendi.com/107794-fendi-london-new-bond-street
http://store-en.fendi.com/62324-fendi-tokyo-shinjuku-isetan-4f