Application
Fan di FENDI Handcrafted Technology
Giuseppe Palaia - IED student Fashion Marketing and Communication - Florence 2011
Objectives
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Prove as Technological changes swarmed into luxury brand
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Iphone application as marketing tool in order to display products
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Communication strategies also is effected by an application
Focus on Fendi The aim of our analysis is to offer an innovative approach to luxury product experience, based on technological advancement, particularly an application specializing in Fendi bags. There are two reasons for an Italian brand, such as Fendi, to be chosen as a case study for this project. First of all, the company has not developed an Iphone application yet. Secondly, the brand values are craftsmanship and design, which means that they efficiently combine technology and heritage in a high quality luxury product. Generally speaking the project, as we are going to explain in the following pages, can be used by several companies in the high end market because it reflects the attitude and the way technology has to be used to reach a specific target.
Focus on Fendi The application will be designed to serve two major purposes:
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It will allow customers to purchase products from Fendi catalogue.
Focus on Fendi
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Provide the opportunity to create their own bag, choosing from the specific range of colors,shapes and materials, which are used by this famous Italian brand.
Fendi market analysis
Fendi market analysis In the 2010 LVMH report it is stated that Fendi experienced growth in present product categories and expanded its distribution. Hand in hand with the growing success of Peekaboo, the brand introduced three new lines of leather goods.
In 2010 new stores were opened in such places as Las Vegas, Atlanta and Beverly Hills in the United States, in Singapore and in Hangzhou, China. The fast recognition of emerging markets in Asia proved to be a successful strategy for a further expansion of the brand. Fendi will open more stores in China, increasing its stores from 16 to 20 by the end of 2012.
The new stores will be in tier-one and tier-two cities, including Beijing, Tianjin (east of Beijing), Shenyang (northeast industrial city), and Guangzhou. Currently Fendi has 65 stores in Asia, yet China has the greatest expansion potential given emerging new cities that cater to a budding middle class and where prime real estate sites are still to be found.
Fendi market analysis Rapid growth in Fendi product variety, such as leather goods, shoes, accessories and apparel, as well as an extensive profitability rise in the last few years show that the brand is striving in the current luxury market. Today Fendi is not only a fashion house but it is positioned as a lifestyle brand. Such goods as bicycles, home collection, and parfumes are conceived to give the Fendi idea of sophisticated style, implemented with the made-in-Italy heritage.
New consumer profile Twenty five to forty five years old
Enterpreneurs, young professionals, Fashion media representatives, and Multinational corporations employees
Job career
Updated
Male and female
Personal growth and development.
“Being online� Availiable
Interconnected
Friendship, Economic indipendence, Individual expression, and self awareness.
Travel
Emotionally charged, Passionate and sophisticated
New consumer profile Focusing on Fendi, the bags that they probably like are big bags because they travel all the time. They need space for their computer, camera, phone, so they probably buy boston or jagger bags. Generally speaking, they are in search of confort and functinality of bags along with quality and durability. Quality and durability that they also search in technology, trusting companies such as Apple, the leader in smartphone devices.
Quality and durability that they also s e a r c h i n t e c h n o l o g y, t r u s t i n g companies such as Apple, the leader in smartphone devices. Because they are aware about style, and because it is important for their job, they may like to give to their accessories a personal touch.
In the catalogue section will be display Fendi big bags, because they are interesting for our consumer profile
Communication strategies
Communication strategies The marketing strategy that will support the launch of the application will include two steps which are: retail promotion and viral promotion. •
As it was shown in the market analysis, Fendi has a strong retail strategy, particularly in Asia and and United States. Fendi is focusing on entering new markets and territories becoming more and more global brand. By doing that Fendi not only increases sales revenue, but also increases brand awareness world wide.
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In-store strategy will involve production of a brochure, designed in the style of the famous Baguette bag, Fendi application, their view on technologies and craftmanship, heritage, and also what customers can find in the application.
Communication strategies The viral promotion strenght is that it offers many possibilities on a one to one basis such as to convey news or events, product and service updates and offers, create sales by supporting ecommerce or drive to store features and to spread the word about the brand via embedded social media functions.
Into the Application
PROMOTIONAL VIDEO
Menu
FENDI MY BAG Application Splash Image Intro image of the Application Fendi menu divided in: Bag catalogue, Wishlist, Add to chart My bag, Forever Fendi Boutiques location
Menu - Landscape mode
Landscape mode of the menu. Background and buttons inspired by Fendi world.
FENDI MY BAG Application CATALOGUE
Bag Catalogue In this section users can look at the
Bag Catalogue -Landscape mode
Fendi bag catalogue, scrolling it from the top to the bottom. This is the landscape mode of the bag catalogue. It is possible to scroll the catalogue from the top to the bottom
Bag Catalogue - Bag Detail In this section it is possible to get the information of the bag. Upload it on Facebook, Twitter, Blogger, Polivore. Add to Chart or put into the Wishlist.
FENDI MY BAG Application
How to make your own bag My bag - How to choose the color
“My bag� section, users can choose different colors among the Fendi color Palette. The users can spin the bag at 360 degree, change color of the bag and see the color in real time. It is also possible to add the bag to the chart or add it to the wishlist.
My bag - How to choose the shape
The users can choose different shapes among the one provided by Fendi. Add to Chart and Whislist is also provided.
My bag - How to choose the material
The user can choose different Fendi materials, roman leather or textile to personalize their bag. Add to chart and Wishlist is provide
Conclusion •
Application as part of an “Engaging game”
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set the rules up in order to get customer satified
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The application brings into Fendi world customers that are not used to buy Fendi products
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Stimulate sales
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Consistency
THE FUTURE IS WHAT WE CREATE TODAY