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.

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.

New News of FENDI

Fendi decided to join the real estate business and are preparing to open up their own condominium in Miami, Florida for the first time! It will house 60 condos between 3,400 to 7000 sq feet, priced ranges from 5 million to 22 million depending on the size. It also features 300 feet of private beach property. 12 equally spaced floor and the rooms will be very spacious. The design of the condo is very modern, very stylish, very Fendi. The construction should be finished by June 2016.

Pins of Luxury Windows

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FENDI'S GLOBAL LOCATIONS

Fendi is a global retail, meaning they have stores world wide. Its products are distributed in over 35 countries around the world, in over 190 Fendi shops and selected multi-brand stores. They are in major cities like New York, Paris, London, Milan, Seoul and Tokyo. They are also in premium outlets like Woodbury and Simon.

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.