Fendi

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For the village in Béchar Province, Algeria, see Fendi, Algeria.
Fendi S.r.l.
Type Subsidiary of LVMH
Industry Luxury Fashion
Founded 1925 (Rome)
Founders Adele & Edoardo Fendi
Headquarters Rome, Italy
Number of locations 197 stores worldwide (2014)
Area served Worldwide
Key people Karl Lagerfeld Creative Director for Fur & RTW
Silvia Venturini Fendi, Creative Director for Accessories & Men's
Pietro Beccari, Chairman & CEO
Products Fur, Leather, RTW and luxury goods
Revenue Increase € 800 Million (2011)
Profit US$ 1.1 Billion
Total assets US$ 970 Million
Total equity US$ 330 Million
Owners LVMH (90%) Fendi Family (10%)
Employees over 2300
Parent LVMH
Website www.fendi.com

Fendi (Italian pronunciation: [ˈfɛndi]) is an Italian luxury fashion house whose specialities include fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Founded in 1925 in Rome, Fendi is renowned for its exquisite creations on fur and fur accessories. Fendi is also well known for its leather goods such as "Baguette", 2jours, Peekaboo or Pequin handbags.[1]

History[edit]

The house of Fendi was launched in 1925 by Edoardo and Adele Fendi,[2] as a fur and leather shop in Via del Plebiscito, Rome. Since 1946, the five sisters of second generation (Paola, Anna, Franca, Carla & Alda) started entering the company and bought new wave of enthusiasm.[1] Karl Lagerfeld joined Fendi in 1965 and becomes the Creative Director for Fur and also for Women Ready-to-Wear (launched in 1977).[3] Silvia Venturini Fendi, daughter of Anna, joined in 1994 and is the Creative Director for Accessories and Men's lines. Since 2001, Fendi becomes a multinational luxury fashion brand and member of LVMH group.

In 2014, Fendi started making plans to use drones to show its catwalk fashions.[4]

Fendi invested more than 2 million euros (approximately $2.7 million) to help restore the Trevi Fountain in Rome designed by Nicola Salvi in 18th century. The restoration works started June 2014. “It’s about tying us with a city that makes millions of people dream,” Fendi CEO Pietro Beccari said.[5]

Lines[edit]

Fendi boutique in The Landmark, Hong Kong

Fur[edit]

Fur is Fendi, Fendi is Fur: Fendi is synonym of "Haute Fourrure". While preserving the most traditional fur workmanship (the only fashion house having its own fur atelier), Fendi is famous for its capacity to adopt innovative techniques to make fur lighter, modern and more fun (Fendi's Double F logo comes from "Fun Fur" named by Karl Lagerfeld). Fendi's four major lines of full fur include High Fur (Sable, Chinchilla, Bobcat), Atelier (unlined mink with sophisticated craftsmanship), Icons (Travel mink, Pequin, Evening mink) and Novelties (Fox, Beaver, Persian Lamb,...). Karl Lagerfeld's launch in 1966 of his first 1967/68 FW collection has marked a real revolution to fur. Fendi uses fur like fabric and is renowned also for its creative combination with ready-to-wear (Fur wear) and textile (Fur Accessories). In 1985, Fendi was invited to hold an exhibition at the National Gallery of Modern Art in Rome to trace its contribution to the evolution of Fur industry.

Leather Goods[edit]

Leather is deep in the cultural roots of Fendi since its first store established in 1925. Fendi's signature yellow color came from its first luggage collection launched in 1933. In 1938, Fendi started using its signature soft and grainy Cuoio Romano (calfskin) to create its "Selleria" bag, which remains today one of the very few that are fully hand-made with the traditional saddle-stitching technique. In 1983, "Pequin" collection was launched with its identifiable broad strips which became Fendi's "logo no logo". Silvia Venturini Fendi (granddaughter of founders) has created the famous "Baguette" bag in 1997 with over 1000 versions up-to-day. The successful launch in 2009 of "Peekaboo" bag, carried by all different celebrities, has confirmed Fendi again as a leading brand for both luxury clients and young fashionistas. The "2Jours" bag launched in 2012 and "By the Way" bag launched in 2014 become very quickly Fendi's best known collections.

Ready to Wear[edit]

Karl Lagerfeld is Fendi's Creative Director for Women RTW since the first collection launched in 1977, for which a short film titled "Histoire d'Eau" was shot as communication campaign. Daring association of different colors and materials, as well as wild creativity with strong graphic patterns are always in Karl Lagerfeld's concept of real Italian fashion. The most identifiable features about Fendi's RTW design include asymmetrical cuts, geometric patterns, color blocking and fusion with fur elements. Fendi holds its fashion shows in its own podium at "Spazio Pomodoro" during Milan Fashion Weeks to present its Spring/Summer and Fall/Winter fashion collections. Through its Fur & RTW, Fendi's ladies are independent and strong in personality, aristocratic in her blood, yet very feminine in style.

Accessories & Shoes[edit]

Fendi's accessories (textile, fashion jewelry, etc.) and shoes always share inspirations from its Fur & RTW collections. The launch of its furry "Pon Pon" and "Bag Bugs" has created a trend among fashionistas to embellish & accessorize their bags with fur pendants.

Fendi Men's[edit]

Silvia Venturini Fendi has successfully repositioned Fendi Men's collection to be urban, chic and trend-leading. With offers in ready-to-wear, leather goods, shoes, belts and accessories, Fendi Men's attracts a considerable group of followers, especially in Europe and Asia.

Fragrances[edit]

Fendi launched its first fragrance for women in 1985 and then for men in 1988.[1] Today, the major collections are Blossom, Aquarossa, Fan di Fendi and Furiosa.

Eyewear[edit]

Fendi's eyewear line is licensed to Safilo Eyewear and includes prescription eyeglasses, in addition to non-prescription sunglasses.

Timepieces[edit]

Fendi currently licenses the production of watches to Taramax, in which it has a controlling interest. 100% Swiss made, Fendi's major collections include its new "Selleria" watch with self-changeable leather straps, and the "Crazy Carats" watch featuring its patented mechanism to rotate between different sets of gemstones at the dial's indices.

Furniture[edit]

Fendi Casa was launched in 1987 and it targets the niche and upscale designers and connoisseurs looking for simple yet innovative collections.

Locations[edit]

Fendi boutiques are present in major cities in Europe, Americas, Middle East, Japan, China and Asia Pacific. Some largest flagship boutiques are located at New York 57St, Paris Avenue Montaigne, London New Bond Street, Hong Kong Landmark and, of course, Roma Palazzo. Fendi has also stores in certain premium outlets in the U.S., China and South Korea, etc.

References[edit]

  1. ^ a b c "Fendi perfumes and colognes". Fragrantica.com. Retrieved October 24, 2011. 
  2. ^ Chevalier, Michel; Gerald Mazzalovo (2012). "3". Luxury Brand Management (second ed.). Singapore: John Wiley & Sons. p. 53 (of 316). ISBN 978-1-118-17176-9. 
  3. ^ Bergin, Olivia (October 24, 2011). "Karl Lagerfeld to launch new, accessible line". The Telegraph. Retrieved October 24, 2011. 
  4. ^ Zargani, Luisa (18 February 2014). "Fendi Partnering With Google to Livestream Runway Show". WWD. Retrieved 24 February 2014. 
  5. ^ http://www.bloomberg.com/news/2014-06-22/fendi-touts-dolce-vita-as-owner-lvmh-relies-on-brand.html

External links[edit]