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FENDI

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by

Katharina Kühnel

on 19 May 2014

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Transcript of FENDI

FENDI
AGENDA
1. Brand History

2. Target Profile

3. Stylistic Identity

4. Retail Identity

5. Image Identity

6. New social Challenges

7. New sustainable Challenges

8. Conclusions
BRAND HISTORY
BRAND HISTORY
TARGET PROFILE
TARGET PROFILE
STYLISTIC IDENTITY
STYLISTIC IDENTITY
RETAIL IDENTITY
RETAIL IDENTITY
IMAGE IDENTITY
IMAGE IDENTITY
STYLISTIC IDENTITY
RETAIL IDENTITY
IMAGE IDENTITY
THE NEW SOCIAL MEDIA CHALLENGE
THE NEW SUSTAINABLE CHALLENGE
CONCLUSIONS
CONCLUSIONS
CONCLUSIONS
colors
warm, sophisticated, powerful but discrete
sherbet and shadow colors as well as fluorescent pastels in summer
strong colors are often combined with black, white or nude
yellow and blue remain almost in every collection, at least as accents
monochrome color blocks, plays of color
style
clear forms, minimalistic cuts
graphic designs as a hallmark
modular, caustic, eclectic, ultramodern, iconic and highly structured but in an off-kilter way
contrast with visual harmony
attention to detail
varying shapes
high fashioned

same stylistic codes in the men's collection
dominance of earth tones
fabrics
attention to natural/wild materials such as leather, fur and silk organza
stress on texture in order to offer luxuriously high quality
innovative materials like neoprene are used for highlights
play between soft, floating, light and heavier materials
"double-F" logo
product categories
iconic bags
baguette
peekaboo
shoes, bags, small leather goods, jewelry, textiles, beachwear, collection
core categories: leather goods, especially bags, and dresses
life occasion
informal daily wear, formal but outstanding business dresses, pieces for special occasions, exclusive meetings, evening and cocktail
price range
from 250 (accessories) up to 15,000 Euro (bags)
depends on the use of material especially fur and leather)
rather class than mass orientation due to luxury pricing
fashion shows
cool, modern, fresh with a hint of past as a caustic element
2004
2007
2012
2013
2014
advertisement timeline
playing with the motive of a women with a bag on a changing background
highly structured arrangement of elements
putting great emphasize on detail
again contrasts with visual harmony
iconic character of both bags and designer duo
"Invito Pericoloso" film by Karl Lagerfeld
caustic, eclectic language to communicate the brand
accentuation of bags and fur items
important role of Lagerfeld personifying Fendi, creating videos and all advertisements himself
website
http://www.fendi.com/ii/en
easy usability, clear structure
meta navigation and social media links on the bottom of the site
main navigation in typical "L" form
usage of videos, timelines -> experimental, involving
yellow frames underline the aspect of clarity
colors used are similar to the collections
attention to icon products as in the advertisements
missing elements: brand mission, vision, values, information about sustainability or product origin
CSR - FENDI and the territory
financial support of the Trevi Fountains' restoration in Rome, its city of origin
project about craftsmanship behind "made in Italy"
responsibility towards the environment and society
1925 Edoardo and Adele Fendi open a small leather goods shop and fur
workshop in Rome

1932 Expansion
The name FENDI has already become well-known not only in Rome

1933 Launch of Pergamena, marking the origin of the signature yellow color

1964 The five daughters join the family business

1965 Collaboration with Karl Lagerfeld, which initiates a "fashion revolution" of the brand,
transformation of bags, "Double-F" logo is created two years later

1977 Launch of ready-to-wear

1985 "Un Percorso di Lavoro" exhibition at the National Gallery of Modern Art in Rome

1994 Silvia Venturini Fendi joins the company as Creative Director for accessories

1997 Launch of the iconic "Baguette" bag

2001 LVMH group becomes FENDI's majority shareholder

2005 80th anniversary: introduction of new headquarter Palazzo FENDI, including studios, a fur atelier
and the largest FENDI boutique in the world

2007 Runway show atop the Great Wall of China

1925
1965
1977
1994
1997
2001
2005
founded
in Rome
Karl
ready-to-wear
baguette
Palazzo FENDI
1933
Pergamena
1964
5 FENDI sisters
Silvia
2008
rather "old"
brand
Great Wall of China
Formafantasma Collection out of recycled FENDI leather
the designer duo was approached by FENDI to be part of their Design Performance Project celebrating craftsmanship and "made in Italy"
out of recycled FENDI leather and other natural material they created unique pieces of art
work was presented through live performances to the audience
http://inhabitat.com/formafantasma-unveils-craftica-collection-made-from-recycled-fendi-leather-and-natural-materials/
2012
SOURCES OF RESEARCH
Nationality
EEA, USA, Japan, China, India
Age
adult, senior
belonging to generation flex, boomer and new senior
he
shops alone, with friends and relatives
she
shops primarly alone
GEOGRAPHICAL AND DEMOGRAPHICAL SEGMENTATION
modern, classical/traditional dressed
individuals & trendsetters
PSYCHOGRAPHIC SEGMENTATION
lifestyle
upper class
business women
"haute hippie"
typological categorization
modern women being self-confident, elegant, sophisticated and independent
desire to present and
underline their
individuality
have the knowledge
to appreciate the rich
texture and effort
done behind luxury
sales associates
mostly female
wearing black uniforms
appear to be very discrete and serious
elegant and formal but not too flashy
friendly, but not too brash
very observant
searching for eye contact while staying in the background
establish a relaxed atmosphere
muse
Anja Rubik
places of sale in Milan
FENDI store Via Montenapoleone (total collection) in an elegant building that retains its historic charm
FENDI at Rinascente (men, bags, shoes)
colors
mixture of dark brown, off-white and light earth colors
accents in gold, sherbet red and yellow
rather discrete and unobtrusive
warm light
indirect
yellowish
dimmed
comfortable
interior
mostly wood, building a link to the wild materials used in collection
glass, giving modern accents
leather furniture
interior features highlights from series of works created by several Italian artists f.i. a wall made out of more than 47,000 bronze nails assembled by hand or a crystal elevator
visual harmony
music
rather classic, but modern at the same time and quite fitting the target
underlining that the focus is more on collection than on visual merchandising
play with graphic forms, clean shapes and contrasts
clear structure
presentation shows attention to detail
precious, luxurious atmosphere from outside and inside
in certain way charming
FENDI store is divided in two floors:
ground floor
represents best-sellers and easily sold items,
first floor
shows more extravagant and expensive part of the collection
presence in Facebook, Twitter, Printerest, Instagram, Google+ and Youtube
social media links placed on the bottom of the web-site
language
exclusive but on a personal level f.i. by messages from the CEO
updated every day
behind the scenes insights on Instagram
celebrities placement
links between the social media channels
support of latest collection and projects
promotion of their Charity Kids Project
COMPARISON OF STYLISTIC, RETAIL AND IMAGE IDENTITY
coherence in color: dominance of discrete tones, powerful/sherbet colors of collection can be find as accents in store and on web-site
signature yellow
caustic, modular and modern designs are both to find in collection and stores
clarity and high structure as pervasive element also in advertisements and visual merchandising
but the off-kilter hint is only shown in collection
concept of contrasts with visual harmony
attention to detail
mixture of wild and ultramodern/ traditional and modern materials in store interior and collection
continuity of the designer duo's personal note
iconic character of designer, products and image identity
sophisticated atmosphere in stores fits with the target and the rich texture of products
result: a strong coherence of visual codes, creating a credible identity
THE NEW CHALLENGES
territorial focus: CSR project of restoring the Trevi Fountains, which first of all had the intention to support their heritage
apart from that and maegre Kids Charity Project no social, ethical or environmental engagement
apparently not a significant value to the brand although it is to consumers
no information about the fabrics' origin, sustainable sources or treatment impacts on the environment
sustainability
result: big future challenge
social media
analysis of Twitter followers:
1. Armani 1.4M
2. Gucci 1M
3. FENDI 40.9K
4. Versace 39.8K
analysis of Facebook followers:
1. Gucci 13M
2. Armani 6.3M
3. Versace 2.4M
4. FENDI 2.2M
social "gap"
contents are interesting and supported by celebrities, but compared to competitors like Gucci there is a less brand awareness
result: needs to be improved
BRAND IDENTITY
strong relationship to its roots: territory, heritage and history
visual identity and stylistic codes show high consistency and create credibility
but incomplete identity because of missing values, mission and vision
brand essence instead is defined by Karl Lagerfeld and his creative work of the moment
combined with the tradition of craftsmanship and the related material for which they are well known
solutions
task of defining a deeper mission, vision and values including sustainability, at least a statement on the web-site
would add a
meaning
to the brand
necessity to face the sustainability trend, especially because fur and leather are crucial
possible collaboration with
Carmina Campus
, an ethically engaged recycling brand also founded by Silvia Venturini Fendi
information at least about the product origin or f.i. support of actions against illegal poaching
making the brand more accessible in order to raise the brand awareness also in social media
observation of FENDI store Via Montenapoleone
observation of FENDI at Rinascente
research on published videos on the brand's youtube channel
interview of an associate
www.fendi.com
https://baguette.fendi.com/the-book/
http://www.carminacampus.com/
article about Carmina Campus:
http://www.raintees.com/fendis-eco-fashion/
article about the formafantasma collaboration:
http://inhabitat.com/formafantasma-unveils-craftica-collection-
made-from-recycled-fendi-leather-and-natural-materials/
Full transcript