FENDI magazine
ABOUT
• Founded in Rome in 1925 • It is a high class, fashion luxury brand • Its success started with the 5 Fendi sisters • In 1964, the first office of the brand was established • In 1965, Karl Lagerfeld joined the Maison • In 1969 they started the prêtà-porter • It is known for the use of fur, leather and bags • The brand is now expanded worldwide, with numerous boutiques and stores
T FENDI Rome 1925
“fur is Fendi and Fendi is fur”
ICONIC
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• The most famous element of the brand is the logo designed by Lagerfeld • It started by a fur shop and it has become the Gods of fur. • In 1997 the first IT BAG, the “Baguette”, was created by Silvia Fendi.
BR IDE
RAND ENTITY Fendi aims to be perceived as a highend fashion brand. The historical heritage of it also plays a big role, since it all started in Rome where the roman empire has begun. Created by Karl Lagerfeld, the brand identity focuses on the logo, the colors, the name and typeface, in addition to the wide use of fur and leather. And all those characteristics still exist until today making the brand famous for them.
• Fendi is considered as a powerful and unique brand • Being a luxurious brand it has numerous competitors such as Prada, Balenciaga, Gucci.. • It is one of the top 10 luxurious brands in the world
“Is Fendi better than Gucci?” Fendi “has always something unique for everyone”, in addition to the high-quality material of their items and the artisanal design of them, that is the reason why consumers choose to pay more and buy their rare pieces and products.
BRAND COMPE TORS
D ETI
CONSUM • • • • • • •
35+ elegant business women upper-class classic style mostly earth tones accustomed to luxury takes in account kids and home sections.
• generation Z or young millennials • targeted on social media • interested in streetwear and highly monogrammed items • appealied by celebrities on socials • bright colours
MERS
Lebanon
Customer experience In Lebanon was enjoyable and very professionally oriented.
CUSTO EXPER
Italy
The customer experience differed from one store to another: one was very enjoyable, while the other was uncomfortable.
OMER RIENCE
INTERIO • Luxurious • A projection of Rome’s marvelous architecture. • Relation between history and modernity. • Use of marble (Travertine). • Contemporary patterns • Displacement of the items • The wall of the ‘Baguette” bag. • Fabrics implanted in some of the walls. • The staircase in Rome’s store is the heart of this store.
ORS
AD SE
DVERTI EMENT • Movies, tv shows where Fendi items can be shown (SEX AND THE CITY/THE DEVIL WEARS PRADA). • Billboards on the streets. • Media on television. • Fashion shows. • Brand ambassadors. • Social media.
EVENTS
• Main occasion for the customer to visually and physically experience the brand • Celebrate the success of an item or the anniversary of the brand itself. • Fashion shows/ New collections/ Exhibitions/ Charity • Announcement of a new collaboration
Some of the most successful event were: • Great Wall of China. • The ruins of the ancient Temple of Venus and Rome (homage to Lagerfeld). • Powerlong Museum in Shanghai • Trevi Fountain (Fendi’s 90th anniversary).
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thank you! MSc Product Design Laboratory of Aesthetics 2019/2020 Prof. Romana Andò Prof. Stefano Catucci
Joy Abi Rizk
Hend Hammoud
Miriam Saviano
Chiara Tesei