Fendi
Fendi is an internationally known particularly for its handbags and leather goods Italian fashion company. Fendi was established in 1925 as a business for fur and leather in Rome and is now a world renowned brand for luxury goods under the umbrella of the LVMH group.
- 2.1 Ready- to-wear
- 2.2 furs
- 2.3 Fendi Casa
- 2.4 Perfume
- 2.5 eyewear, watches and writing instruments
History
Foundation
The history of the fashion house began in 1918 with the opening of a store for fur and leather goods in Via del Plebiscito, Rome by Adele Casagrande ( 1897-1978 ). After her marriage with Edoardo Fendi Casa Grandes (1904-1960) in 1925, the couple made the decision to rename the company Fendi. The business flourished and a few years later, in 1932, a new shop in Via Piave was opened. The couple Fendi brought five daughters out: Paola ( born 1931 ), Anna ( born 1931 ), Franca ( * 1935), Carla ( b. 1937 ) and Alda ( born 1940 ), all of which went into the family business after the Second World War. In 1955 organized the first Fendi fur and leather goods fashion show. 1964 inherited each of Fendi daughters 20% of the parental company and made from now for its own business: Paola took care of the fur collection, Anna to leather goods and accessories, Alda was responsible for sales, Franca for advertising and customer relations, and Carla Fendi coordinated management.
Karl Lagerfeld
In 1965, the Fendi sisters committed for the first time the German fashion designer Karl Lagerfeld as a designer, who at the time was a rising star at the Paris fashion scene and for Fendi, the world-renowned, inverted FF logo ( the so-called " double F " icon or " Zucca " logo ) created. The logo quickly became an international status symbol and can be found on a variety of Fendi products, including handbags, wallets and luggage, but also on garments. Lagerfeld is still employed as a fashion designer at Fendi. In 1969, Fendi presented its first fur collection at Palazzo Pitti in Florence. These pieces of carved by hand " Haute Fourrure " (Eng. " Upscale fur fashion ", in reference to Haute Couture ), however, were so expensive that the Fendi sisters decided in the same year its own ready- to-wear collection for fur fashion to create. In 1977, the Fendi women's fashion was launched, which was supplemented in a row to accessories and perfumes. Since 1990, Fendi also offers men's fashion.
Times of crisis
In the late 1980s, early 1990s came the house Fendi in a crisis. The fur collection no longer corresponded to the then political correctness, the image of the house was badly damaged by countless counterfeits of products, sales plummeted. As a result, the clothing clothing segment was expanded. The (August 4, 1960 * ) by Silvia Fendi, daughter of Anna Fendi, 1987 launched youthful second collection Fendissime for women has been expanded. In Silvia's leadership was the completely handmade selleria (English saddlery ) Leather Goods Collection - originally launched by Adele Fendi and later neglected - revived. Designed by Silvia 1999 Baguette Bag has become synonymous with the brand Fendi. Other bestsellers are designed from her handbag models Spy Bag (2005 ) and B Fendi Bag ( 2006). The Fendi Casa domestic items and furniture collection was created in 1989.
LVMH
In 1999, the Fendi sisters sold 51 % of the company for an estimated 850 million U.S. dollars in equal parts to the French luxury goods group LVMH and the Italian fashion company Prada. End of 2001, LVMH took over the share of Prada for 295 million euros and bought from mid-2002 to 2007, the remaining portions of the Fendi family members, most recently by Carla Fendi. The turnover in 2001 was 265 million euros, of which 60 % were generated by leather goods. With the takeover by LVMH began extensive investments in the company, awarded licenses have been retrieved, the shoe segment was expanded and advanced the global expansion. These luxurious Fendi boutiques were opened as flagships in the following years, including London, Paris, New York City, Beverly Hills, Honolulu, Moscow, Dubai, Tokyo, Osaka, Hong Kong (2x) and Shanghai
Fendi today
2005, the Palazzo Fendi was (formerly Palazzo Boncompagni ) opened in Rome on Largo Goldoni place where the company's headquarters and a Fendi flagship store are located. The end of 2007 showed Fendi, in the course of expansion in the Chinese market and is the first fashion company at all, on the Great Wall a fashion show ( spring women's fashion 2008 collection ), the estimated $ 10 million said to have cost. The end of 2011 alone there were in the People's Republic of 20 Fendi stores. In 2008, the Fendi boutique at the Paris Fashion stainless mile Avenue Montaigne was opened. 2010 came with Fendi Junior added a lost license as children's collection of the portfolio after a baby collection had been offered previously.
The chief designer of the Fendi women's line is still Karl Lagerfeld. Silvia Fendi is the co- designer of the women's line, since 1994, head designer for accessories and leather goods, since 2004, the designer of the Fendi men's collection. The CEO and managing director of Fendi since 2004, Michael set up by Bernard Arnault Burke.
Portfolio
Prêt -à -porter
The house Fendi offers for Ladies and Men Clothing collection under the name Fendi ever a high-priced, which will be presented at the held each twice yearly Milan fashion weeks the international press both and are sold through the Fendi boutiques and upscale retailers. In addition, there is one line of accessories for ladies (bags, small leather goods, belts, shoes, eyewear, watches and padding mangle ) and women (bags, wallets, belts, eyewear, watches and ties).
The " young " line of Fendi, Fendissime (similar to Miu Miu by Prada ), was created in 1987 by Silvia. The end of 2001 the company decided to take the line from the market in order to focus on the core brand decided.
Furs
Fendi's internationally renowned line of fur distinguishes the brand from the competition and one of the few suppliers of a wide range of furs. Naomi Campbell lost her position as spokesperson for PETA, after they had shown in 1997 at a Fendi fashion show in fur.
Fendi Casa
In Fendi Casa everyday objects are reinterpreted with the style of Fendi. From the bed or sofa to the chandelier, everything is available.
Perfume
Fendi launched the first perfume, Fendi for Women, in 1985. Among others came later nor the women's fragrances Asja (1992 ), Fantasia (1996 ), Theorema (1998) and Celebration (2004), and the men's scents Fendi Uomo (1988 ), Life Essence (1996) and Theorema Uomo (2001) added. After the takeover by LVMH to 2005 all fragrances until then produced by YSL Beauté were taken off the market. LVMH in 2007 launched the fragrance Fendi Palazzo, whose bottle graced the facade of the Palazzo Fendi in Rome, stopped the product, however, 18 months later due to unsatisfactory sales figures. With Fan di Fendi (Women) Fendi 2010 returned back to the perfume market; the same counterpart for Men was launched in 2012. Mid-2013 Fendi L' aqua rossa was presented for ladies.
Eyewear, watches and writing instruments
The eyewear line includes correction and sunglasses. Fendi also sells since the late 1980s have a license company watches. From 1989 to 2000 Fendi offered also has a license company exclusive writing instruments to, this contract was not renewed.
Counterfeiting
In particular, the double F logo ornamental Fendi handbags are tons of faked and sold on the black market. In June 2006, Wal- Mart has been accused in the U.S. in the company's own " Sam's club " stores fake Fendi handbags, purses and scarves to sell. The case was settled in June 2007, by comparison, when Wal- Mart decided to Fendi to pay an undisclosed sum for the repeal of the indictment.
Boutiques
The state in 2011 Fendi entertained on all continents (except Antarctica ) total about 200 boutiques. This Fendi operation in comparison to all the LVMH brands by the brand Louis Vuitton ( about 460 boutiques, as of 2012), most shops. Fendi was also by Louis Vuitton is the top-selling fashion brand of LVMH. The largest number of Fendi shops can be found in Asia, followed by Europe and then North America.
Three Fendi boutiques can be found as a shop- in-shop in Germany:
- Berlin: the KaDeWe, only accessories
- Munich: in Oberpollinger, only accessories
- Stuttgart: in Breuninger, only accessories
Film
- Fendi ... before the show. Documentary, France, 2009, 52 min, written and directed by Loïc Prigent, production: Arte France, Sundance Channel, Deralf, Story Box Press, first broadcast 14 January 2010 arte, Synopsis and video excerpt of arte.