Fan di FENDI: Handcrafted Technology
INDEX
Introduction
p. 3
Focus on Fendi
p. 4
Fendi Market Analysis
p. 5
Fendi customer profile
Iphone Application becomes the new communication for luxury
p. 8
p. 10
How Fendi customers interact with the Iphone Application
p. 12
Brand Application: Competitor’s overview
p. 15
Conclusion: Into Fendi Application
p. 20
Layout
p. 22
Catalogue
p. 23
How to make your own bag
p. 24
Facebook and Twitter layout
p. 25
Bibliography
p. 26
2
Introduction
Nowadays techonology is used and manipulated for various purposes. From a marketing point of view, it has introduced new methods of product communication as well as changed the way products are seen in the eyes of customers. Based on these ideas, new techonological advances, especially smartphone applications, are becoming an alternative marketing tool even for luxury goods, such as bags, shoes,and accessories. The breaking point of these changes was the launch of the Iphone in 2007 which opened the era of device applications. Apple offered new uses for cellphones, such as GPS, music player, internet connectivity, that allows consumers to be always in contact with their friends using applications such as Facebook, Twitter and Foursquare.
The technology changes also swarmed into high end brands for providing luxury consumers with new communication tools. Indeed, applications can be used by companies to let customers know about their lastest products, news/events, or they are built to provide effective search in the catalogue with a purchasing option. Thus, it is necessary for a luxury company to always be up to date with technological changes in order to mantain and attract new customers. Relevant and added value for the user are probably the most important factors to consider when a company has to create an application. It also affects brand expectation that depends on the application’s functionality. From the customer’s point of view, it means that the application should reflect the image, the history and the DNA of the brand in order to maintain high the values of the company. The main challange for a company that wants to invest in this kind of technology is to built an application that is able to imitate the same shopping experience that customers get in the actual store1.
1
UchĂŠ Oknkwo (2009), Sustaining the Luxury brand on Internet, Journal of Brand Managment, Palgrave Macmillan, Vol. 16 5/6, pp. 302 - 310 3
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.
The discussed application will be structured to serve two major purposes: it will allow customers to purchase products from Fendi catalogue, as well as 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.
4
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 theFendi idea of sophisticated style, implemented with the made-in-Italy heritage.
This dynamic change appeared all over the world, pointing out that Fendi is a dream-cometrue brand, which is wanted by its target market. Unique designs, increasing number of boutiques worldwide, and quality of customer relations (value creation through the high service and establishment of long-term relationship with the client), enhaced the rapid growth of the brand. The formula of Fendi’s success is a combination of heritage collections, such as the Peekaboo leather bag line, which underlines the brand’s heritage and elegance, with the launch of new designs, and whole new lines, like the launch of the new parfume “Fan di Fendi”, eau dee parfume, eau de toilette and bath line, helped the brand to keep the existing target market of luxury consumer and reach a new, younger and modern target. 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 2. A Modern approach to retailing allowed Fendi global growth. 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
2
http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/LVMH_RA_2010_GB.pdf last enternig on 13/11/2011 5
greatest expansion potential given emerging new cities that cater to a budding middle class and where prime real estate sites are still to be found3.
Since our proposal is to show why a Fendi application for bags is important, we have to start by discussing the Fendi product range. The Italian company offers three different kinds of bags: leather goods, classical bags and small leather goods. Leather goods are designed for the fashion collection each season. New lines appear on the catwalks of every spring/summer and fall/winter Fendi show. The classical bags are the most representative Fendi leather goods because they have a simple and recognizable design. The small leather goods section is constituted by such products as wallets, credit card holders, and beauty cases.
Looking at Fendi, the most considerable point of its history was the launch of the Baguette bag. The bag is named like that because its shape resambles a French baguette. It was in 1997 when the first baguette line was launched it is still the most sold line. New interpretations of the classical version, collaborations with artists and limited editions created g a kind of elegant and fancy allure around or about the bag. Fendi bags signify independent women, both in life and at work; people who are up to date in fashion and have an exquisite sense of style.
As mentioned, and by now it can be considered common sense, the Fendi Peekaboo bag is a high-end accessory. It is a fact that this purse will last a lifetime for the one who purchases it. Peekaboo is a universal accessory that can be used when you want to go either casual or elegant.
Fendi as a world wide brand competes in the luxury market with various established brands in the fashion industry. Analysing the market segment for bags, Gucci is one of the leading competitors for Fendi. Gucci is well recognizable for its design and the materials they use; this florentine brand has two different categories of bags: shoulder bas and handbags.
The design
patterns divide between four collections: exotics, which uses patterns inspired by nature and uses animal as well as floral prints, top handles, which the most prominent design of Gucci because the brand logo is used as pattern. Different shapes of the bags are an important ditinctive feature of
3
http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/LVMH_RA_2010_GB.pdf last enternig on 13/11/2011 6
Gucci handbags. Particularly, the last design, called “totes� can be recognized by a lack of-rigid shape of bags, made out of leather and fabrics.
Inside LVMH group one of the major Fendi competitor is Louis Vuitton. This French brand is famous for its luxury bag collection and exquisite quality of products. Louis Vuitton focuses on brand values and French heritage of craftmanship, as well as Fendi incorporates modernity contemporary not a word with classics. The bag line is divided into handbags and travel series. The monogram line is more focused on patterns, and what is special about it is an innovative approach to product customization. Louis Vuitton offers its customerso personalization of their bags by putting initials in a osen color pallete on a famous logo-bag. Overall, colors and different patterns are the two main features of Loius Vuitton bags. Louis Vuitton is also known for luggage collection id inspired by an idea of traveling and worldliness of the brand.
Another major Fendi competitor is the Italian fashion house Prada. Brand provides a huge range of products, and one of the major sectors of the accessory line is constituted by bags. Prada uses different kinds of materials such as leather, fur, textile, always keeping simple and essential design in the bags.
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Fendi consumer profile
Fendi’s market analysis shows that the brand is moving forward and keeps up with the industry development. Nevertheless, new technological advancements that have not introduced by the brand yet could help it to target new, more dynamic and younger consumers. Such innovation as an Iphone application would give Fendi a chance to reach a new niche of consumers at the same time, enhacing the shopping experience of existing costumers in the Fendi world. Eventually, it will serve a double purpose: the application will diversify the perception that the current consumers have about the brand and it will also increase curiosity among potential Fendi consumers and bring new clients to the stores.
It is crucial to discuss the consumer profile, diversified by the launch of Fendi application. A new niche market demographically is constituted by both, male and female, aged between twenty five to forty five years old.
, The consumers’ occupation and interests are divided in enterpreneurs, young professionals, fashion media representatives, and multinational corporations employees. The new Fendi consumer is highly emotionally charged, passionate and sophisticated who values individuality and personal style, by embracing the opportunity to have a personal touch on things that are of significance to him/her. Their value system is based on friendship, economic indipendence, individual expression, and self awareness. One of the ultimate goals of new Fendi customer is finding a spotlight in a social and economical world, where they feel comfortable and which allows them personal growth and development. Usually because of their job, they are traveling a lot so they need to be always updated, interconnected and availiable. “Being online” is a job requirement, but for them it also became something habitual as a part of their lifestyle. Therefore, in order to reach this niche, it is important to combine fine technology with the richness of the brand within the interactive and creative application.
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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. On the other hand, 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. An application such as the one proposed will catch their interest even if they are not familiar with Fendi.
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Iphone Application becomes the new communication for luxury
The importance of Smartphone technology in a modern fashion world is groing day by day. Such technological advancements as applications for smartphones serve as a new way to reach the global consumer. Today the amount of applications in the App store dedicated to luxury brands rapidly incresases. Depending on whether the application was created by the company or by admirors of a specific brand, the applications vary in quality, popularity and social traffic. As is stated by the Ic - Agency, “until september 2009 over 30 billion of Iphone were sold and more than 2 billion of application were downloaded from the App store”4 . In a contemporary world smartphones have become nothing less than micro - computer, which has features that go far beyond what a standard phone has to offer. The strenght of the Iphone mainly comes from its applications, the number of which is constantly growing due to the investigation of thousands of consumers and developers around the world.
The question now is whether Fendi should build an Iphone Application, and the answer is yes for several reasons. As is stated by Graham Painter “Branded apps have been downloaded by approximately 10% of affluent consumers in the US, a market where smartphones have the largest penetration. If you can’t think of a way that a mobile app will enhance your customers’ lives which is consistent with your brand, it’s not essential to invest in one”5 . It is crucial for an application to satisfy directly the consumer needs without betraying the values of the brand. Consistency is a cornerstone when thinking about entering the world of applications for a luxury brand because customers will perceive it as an addedd value to the brand. U.S. implies that application has to serve a define purpose, otherwise it might work the reverse magic and scare customer off. Nevertheless, data in the USA is true for the American customer, rather then European one. In the USA smarphone are something more accessible then in Europe, and therefore it is not considered a luxury product in itself. In Europe, on the other hand, smartphons initially were introduced as a luxury product and are positioned this way up until today. In adddtition to that, high-end consumers
4
http://www.slideshare.net/IC_Agency/i-phone-apps-luxury-brands last entering on 15/11/2011
5
http://www.creamuk.com/news/2010/09/should-luxury-brands-build-mobile-apps/ last entering on 15/11/2011 10
are highly engaged with the brand, and for them downloading the application will be an enjoyful experience. In order for the Fendi application to be a winning formula and represent the DNA of the brand, it needs to be adressed to the existing consumers as well as grasp the niche ones by creating application in the first place. The launch of the Iphone application needs to be supported by exisiting media channels in order for it to be successful. Considering that Fendi is highly present in the media, it will be essential to engage all the channels to increase awareness of the launch. This will help familiarize the existing target with the novelty as well as engage new Fendi customer, explained in a consumer profile.
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How Fendi customers interact with the Iphone
Focusing on the application, it is fundamental to pay attention to the way it is built and what kind of service it will provide to the consumer. The application will be structured to serve two major purposes: it will allow to purchase products from Fendi bags catalogue, as well as provide customers with an opportunity to create their own bag, choosing from the specific range of colors, shapes and materials, which are used by the famous Italian brand. Purchase option is precisely tailored for the Fendi core target; the type of consumer that loves the brand and is interested in new shopping experinces. They will have the chance to search troughout the bags catalogue, add items to the wish list, write comments about the products and purchase them.
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. 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. The launch of an application will follow the concept of the successful event “Fatto a mano for the Future� organized by Fendi in all its major stores of the world in which designers and artisans worked together on exclusive items using Fendi leather. The store as one of the main tools in the Fendi market strategy will serve as a starting point for inviting consumers online to enjoy the application. The store itself will also be a final step for consumers who come to the store only after they had a look of the catalogue through using the application.
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The second marketing step involves the communication strategy to promote the application. Its 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 e-commerce or drive to store features and to spread the word about the brand via embedded social media functions. Since we have already built an application, along with the idea of brochure to be placed in the store, our strategy will continue by placing the application on the Fendi facebook page and on the Fendi official website. The Fendi facebook page is successfully performing and today it counts 660,131 ‘likes’ and 58,686 ‘talking about’. All of them represent potential Fendi customers and also potential users of the Fendi application. As part of the viral promotion of the application on a Facebook page , its launch will be placed in a dedicated section of the page (as it is now for Fatto a mano for the future or Fendi perfumes)6 and give customers a chance to share it for a limited period . The main purpose of using Facebook is to generate awareness about the Fendi application prior to its launch. The offical website is another point in the communication strategy. As well as the Facebook page the application will be placed in the official Fendi website in order to give to the consumer feeling that the brand is very engaged with the application and also to enrich the communication strategy with the consistency needed for a luxury brand. According to Ic - Agency, applications and social media tools “...can make a brand appear contemporary, or at least, not behind the times – 56% of respondents to the survey viewed brands with mobile apps as ‘innovative’ and ‘cutting edge’”. It definetly is the main focus of the new Fendi consumer profile: they are always in search for indipendency and self expression. New Fendi consumers will rapidly become loyal to the brand if his/her curiosity and hunger for innovation is fed by the activity of the brand. Therefore, the Iphone application is a first step towards a new consumer and an innovative way to retain the existing one.
Besides the communication options, the application will give customers an opportunity to create their own bag, choosing from Fendi shapes, color pallete, and leather variety . This tool will be crucial in order to reach niche target customers. As previously discussed, the new Fendi customer is a city dweller surrounded by technologies and media tools. They use devices and smartphone serves in two ways: it is important for their job and they know how to work with it, but more than that they enjoy to spend time looking trought new cool and functional applications. Giving to them the opportunity to create their own bag means meeting directly their needs of self
6
http://wave.wavemetrix.com/content/fendi-use-social-media-bring-their-craftsmanship-closerconsumers-00743 last entering 17/11/2011 13
expression, individuality and self awareness. “Being on line� as a status of the consumer predisposes searching for items, accessories, clothes, that can express their personality by giving a personal touch to things in their everyday life. What can be a better opportunity than giving to Fendi customer the chance to make a Fendi bag more personal? It will be perceived as an added value for such customer because he/she wants to look exceptional and at the same time give to items they wear a personal touch. Moreover, using such devices as the Iphone, which is constantly in their hands, makes the process of creation or just scrolling trought the catalogue easy, immediate and convenient for the customer.
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Luxury Brand Applications: Competitors overview
In order to better understand and position the application, it is necessary to analyze how some of the main competitors are developing applications and which are the features that their are offering to their consumers. The majority of applications belongs to the “mini site� category, meaning that the application is structured to replicate web site of the brand, trying to focus more on the brand philosophy instead of giving tools to customers. It means, in the majority of the cases, that application enables consumers to read news about the brand, see the lastest collections or special items. They usually include lifestyle suggestions such as make up, inspirational travel, store locator and many more. The aim of an application today is typically oriented to communicate the dream of the luxury brand and to tell a story to their consumers consistent with the image of the brand.
In this paper three applications are discussed as competitive with the potential Fendi application, in particular: Amble by Louis Vuitton, Gucci style and Chanel. Competitor research will focus on the tools that applications offer to their customer, the type of layout they have, how the content is posted, as well as how consumers interact with each of the applications. Along with this analysis, we want to have an overall look of the application: how the application is positioned considering the global image of the brand, which are the strenghts and the weaknesses of each application and how much improvement bring the application looking at the philosophy of the brand.
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Amble by Louis Vuitton
Released in February 2011, Amble by Louis Vuitton is an Iphone application designed for chic tavel. The Amble application is interconnected with the dedicated Amble website, enabling travellers to prepare their journey on their computer or iPad. The Amble application draws on the treasure trove of information provided by Louis Vuitton City Guides (7,99 euro each city guide). Addresses for various cities covered by the guides are provided for free with Amble, while the full Louis Vuitton City Guide content can be purchased from iTunes for selected cities. In addition to that, while using Amble, consumers can click on the “Around Me� icon, an interface using the GPS iPhone facilities, in order to discover places of interest near to their position thanks to augmented reality. The application also offers users an opportunity to share their favourite places along their journeys with their friends via email, Facebook or Twitter, as well as to submit them to Louis Vuitton, where they may be published on the website. Creating an account directly from the application, consumers can discover suggestions of their own favourite Ambles from the celebrity friends of Louis Vuitton. The application is available only in English and consumers can download it for free from the Apple store. Louis Vuitton is putting much effort on new technology, always relating it to the idea of travelling.
Louis Vuitton was one of the first luxury brand to invest money and time into social media technologies, such as website, Twitter and Facebook pages, and now on applications. It is not the first Louis Vuitton application, before the French brand launched an official Louis Vuitton app with news and suggestions of the brand. They also worked on an application called 100 legendary trunks to showcase: custom-made creations such as the trunk bed, the wardrobe trunk, the library trunk or the caviar box.
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Different applications for different subjects, but always conveying the travel idea as a journey to enjoy, is the main strenght of Louis Vuitton. Every communication tool, in our case applications, is built to serve this main purpose. Louis Vuitton offers travel and journey using their bags, applications, suggestions and city guide everywhere you are. The application is tailored for people that take Louis Vuitton as a love brand, they are people fully engaged with the brand and they also have the “travel as a journey” idea in mind. The application is mainly oriented on expressing the brand’s philosophy, joining the customers in the journey and making them feel special.. Nevertheless, the downfall of Louis Vuitton’s approach is a lack of product orientation. In Amble by Luois Vuitton products are not showed, it is all about brand image. It can result in consumer loss of contact with the product line and bring them far away from understanding what the brand is.
Gucci style
Released on the first of August 2011, the new Gucci application, for Ipad and Iphone, brings costumers into a virtual magazine of Italian lifestyle. The main menu is divided into 5 sections: home, wish list, social feeds, store locator and change language. The home page is divided into three categories: woman’s style, the edit, and men’s style. For men and women, Gucci suggests a complete look, shown in a short evocative video. Here it is also possible to add the items on the wish-list, clicking on the shop area, to have more information about the look or share it on facebook, twitter or email. The third category, the edit, is dedicated to Gucci inspiration related to Italian heritage. In this section there are some celebrities that inspire the Gucci world, such as James Franco or Madonna, as well as complete looks and Sample tunes from Frida’s 8,000+ personal vinyl collection. There are also suggestions of Italian locations (Venice for example during the film festival) with a hint of what kind of look it is appropriate to wear, what kinds of drinks to order, places to visit, and food to try. Here you can also find a section dedicated to accessories such as bags, necklaces or scarves, in which consumers are able to spin back and forwards to have a 360 degrees view of the product using special interactive features. Each single 17
section is accompanied by a short movie consistent with the image of the brand. Generally speaking, the magazine-like look of the application catches attention of the consumers because it mixes different tools such as video, articles and images of products or lifestyle. The application also gives a chance to purchase products (available only on the IPad app), or adding them into the wish-list. Since the idea of the magazine is good and it is suitable for the Gucci consumer, but yet its not possible to shop items from the Iphone application. In addition to the content of the application The clothing,the presentations The celebrities the videos,the news from Twitter and Facebook, The brand inspiration, and The numerous sections result in complex navigation7.
Chanel Released in 2008, the application is specifically tailored for catwalk shows. The application is divided into four categories: Chanel news, videos of the shows, looks from the show and store locator. The layout of the application is simple, with black and white background, and four categories clearly displayed at the bottom of the page. Chanel news category contains news of the brand, such as store opening, concerts, and backstage of the collection.
The video shows display the latest
fashion show and seasonal ready to wear, usually directly from youtube. In looks from the show consumers can search seasonal catwalk shooting and by simply flipping the phone ? they can look at accessories such as shoes, belt, hats. The latest category is store locator which is divided
into ‘near me’ and
‘boutiques’.
7
http://roundedoff.com/2011/08/05/gucci-style-iphone-and-ipad-app-is-as-modish-as-the-legendary-fashionbrand/ last entering 17/11/2011 18
The overall quality of the application is lower than one would expect for several reasons. First of all, there is no interaction with social media tools such as Twitter, Facebook, email or other social media. Second of all, the application focuses just on fashion shows and general news about the brand. There are no garments, suggestions, or any kind of virtual shopping experience inside. The Chanel customer is not involved in the application by any kind of activities such as shopping, such as in the Gucci case, or travel experiences as for Louis Vuitton. Lastly, the general look of the application, aside the color background clearly from the Chanel color palette, there is no consistency with the image of the brand. The Chanel experience as brand with strong heritage in luxury has to have a more structured and valuable application in order to reflect values and the image of the brand. Showing the latest collection is a good tool in order to attract customers to enjoy the Chanel world, but it is not enough for a luxury brand if they want to meet the high expectations of their consumer.
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Conclusion: Into Fendi Application In front of luxury brands there are a vast variety of technological opportunities, using which they can directly interact with their consumers. It opens a door for customers to become a part of the brand. New technology can more efficiently satisfy their needs because it gives them a chance to interact directly with the products even if they are not in an actual store. In addition to that, as we pointed out in the Fendi consumer profile, luxury audience needs to be engaged by the brand, they are not looking just for a bag, but they want it to be part of their life. An Application is part of this “engaging game” and it is important for a company not only to know the rules of it, but actually set those rules up in order to get customer satified. It implies that a luxury brand has to create an application with a high level of performance, advanced from a technological point of view, and it has to be able to retain the philosophy of the brand. As it is stated by Uché Okonkwo “These include originality and creativity in product and retail conceptualisation; craftsmanship and precision in creation and production; emotional appeal and an enhancedc image in brand presentation”.8
Taking these general ideas as guidelines on how to create an application, Fendi has a chance to convey the idea of luxury to their customers. Considering the competitor analysis and the application that was adressed in this paper two considerations can be made: on the one side, giving to customers the chance to search among the bag catalogue is a way to reinforce the relationship with the consumer that Fendi already has. It is a target that Fendi takes care of because they represent the core business of the brand. Fendi consumers, on the other hand, can perceive this new feature as further improvement of the brand, which created an innovative look. It is clear for a brand such as Fendi that technological progress is part of the quality research which is an ultimate part of the process of the bag creation.
On the other hand, the most important feature of the application is the opportunity to design your own bag. It doesn’t mean that the consumer will be free to choose and design chaotically. They will choose among a series of options: design, shapes, material and color provided by Fendi
8
Uché Oknkwo (2009), Sustaining the Luxury brand on Internet, Journal of Brand Managment, Palgrave Macmillan, Vol. 16 5/6, pp. 302 - 310 20
and included in the range of materials they use. It is not a matter of random customization; the consumer will be free to choose different designs in a color that they like, but it is always inside the Fendi world view. From the customer’s point of view, the launch of this application will not be perceived as a restriction: those involved with luxury want the brand to be a part of their life, and consequently a part of the product they purchase. Luxury consumers want to have a luxury feeling without loosing the contact with the brand, because primarly they consider brand as sinonimous with the quality, creation and design of products.
The application, considering the competitor analysis, brings another benefit to Fendi: After the analysis of various applications we can conclude that users of such technological advancement s are the actual consumers already involved with the brand. The consumer that downloads the Chanel, Gucci or Louis Vuitton applications is the same consumer that actually goes in the store to get products or the consumer that already is a follower of the dicussed brands. Giving to these consumers a chance to make their own bag, according with a series of promotional actions to get people know about the application, means also bringing into the Fendi world clients that are not used to buying Fendi bags. As aforementioned, the consumer profile that fits this application is mainly a person continiously on the road, whether for their job or for pleasure, in search for self expression both in everyday life and at work. Travelling for work doesn’t give them a lot of time to go in the store and look at bags, so the application will help them to choose or, even better, design their own Fendi bag. The consumer-traveller is driven by the necessity for self expression and individuality, which are the features that perfectly fit with the new Fendi application.
Considering this, the market analysis made previously shows the strenght of Fendi in the global market. Sales growth, along with the huge investment in new market territories such as China, Japan and the United States, could be a good opportunity to promote the application. A brochure to place in stores will give a possibility to get people to know about the application, explaining to them what it is about and connecting it with the Fendi philosophy. Stores in our case will be used as a place of communication to make people aware of the application, considering the high number of customers that visit Fendi stores during the year world wide. It is also seemingly efficient to promote it trough Facebook, Twitter and the Fendi website because in these social networks Fendi has a lot of followers. In the following pages the image of how the application has to look will be provided and also the Facebook and Twitter pages of the application will be discussed. 21
Layout Splash Image Intro image of the Application
Menu Fendi menu divided in: Bag catalogue, Wishlist, Add to chart: My bag, Forever Fendi and Boutiques location.
Menu - Landscape mode
Landscape mode of the menu. Background and buttons inspired by Fendi world.
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Catalogue Bag catalogue
In this section users can look at the Fendi bag catalogue, scrolling it from the top to the bottom.
Bag catalogue - Landscape mode
This is the landscape mode of the bag catalogue. It is possible to scroll the catalogue from the top to the bottom
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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.
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.
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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.
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Facebook and Twitter look
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Bibliography • Uché Oknkwo (2009), Sustaining the Luxury brand on Internet, Journal of Brand Managment, Palgrave Macmillan, Vol. 16 5/6, pp. 302 - 310
• Paul Nerger (2008), Breaking free from ‘Dotcom thinking’ in a mobile world, International Journal of Mobile Marketing, Mobile Marketing Association, Vol. 3 N. 1, pp 19 - 22
• Alizera Miremadi (2011), The possible Effects of need for uniqueness dimensions on luxury brands: case of Iran and UAE, International Journal of Marketing Studies, Canadian Center of Science and Education, Vol. 3 N. 3, pp. 151 - 160
• http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/LVMH_RA_2010_GB.pdf last enternig on 13/11/2011
• http://www.slideshare.net/IC_Agency/i-phone-apps-luxury-brands last entering on 15/11/2011 • http://www.creamuk.com/news/2010/09/should-luxury-brands-build-mobile-apps/ last entering on 15/11/2011
• http://wave.wavemetrix.com/content/fendi-use-social-media-bring-their-craftsmanship-closerconsumers-00743 last entering on 17/11/2011
• http://roundedoff.com/2011/08/05/gucci-style-iphone-and-ipad-app-is-as-modish-as-thelegendary-fashion-brand/ last entering on 17/11/2011
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