study of a brand

8/7/2019 STUDY OF A BRAND

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STUDY OF A BRAND

JAYESH VERMA

MFM II


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Fendi is an ITALIAN high fashion house best known for its

"BAGUETTE" HANDBAGS. It was launched in 1925 as a fur

and leather shop in Rome, but today is a multinational

luxury goods brand owned by LVMH.Karl Lagerfeld is the creative director.


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HISTORY

Started as a fur and leather specialty shop in rome in 1918 by

Adele Casagrande, the business underwent a name change in

1925 when Casagrande married Edoardo Fendi. The couple's

five daughters eventually entered the family business, and in

1965, the Fendis hired emerging talent Karl Lagerfeld, then a

stylist who had trained under Pierre Balmain and Jean

Patou.

Shortly thereafter, Lagerfeld designed the famous double-"F"

logo which to this day remains an iconic status symbol.In 1969, Lagerfeld launched the house's first ready-to-wear

fur collection, putting it at the forefront of fur innovation.


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In 1977 , Fendi debuted womenswear, also designed by

Lagerfeld, and throughout the eighties and nineties

diversified, expanding into menswear, denim, fragrances,and gifts.

In 1994, Silvia Venturini Fendi took the creative reins of

handbag design, scoring several major successes, including thefamed Baguette, in that market.

In 1999, LVMH and Prada teamed up to buy a 51 percent

stake in the business.

By 2007, however, Prada, as well as the Fendi family, led by

chairman and third-generation family member Carla Fendi,

had sold their shares to LVMH.


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LVMH Mot Hennessy Louis Vuitton S.A.

(Euronext: MC), usually shortened to

LVMH, is a French holding company and

the world's largest luxury goods

conglomerate. It is the parent of around

60 sub-companies that each manage a

small number of prestigious brands.

The group was formed after mergers

brought together champagne producerMot et Chandon and Hennessy, a leading

manufacturer of cognac.

In 1987, they merged with fashion house

Louis Vuitton to form the current group.


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ABOUT THE DESIGNER

Lagerfeld began his career at the fur and

leather house Fendi in 1965, when the family

behind the brand hired him. Having worked

in the ateliers of Pierre Balmain and Jean

Patou, he quickly set about designing the

famous double-F logo, which to this day

remains a luxury status symbol.

Lagerfeld launched the house's first ready-to-

wear fur collection in 1969, putting Fendi at

the forefront of fur innovation. Treating the

material more like a fabric, he reshaped the

stiff and heavy traditional coat into lighter,

more wearable styles.

In 1977 the house debuted womenswear, also

designed by Lagerfeld.


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KEY PEOPLE

Adele Casagrande, Founder

Edoardo Fendi, (FENDI is on the name of her,wife and co-owner of Adele Casagrande)

Karl Lagerfeld, Artistic Director

Silvia Venturini Fendi, head of accessories

Michael Allan Burke, Chairman & CEO

Employees 438 (2009)


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Fendi lines

FursFendi is using furs in their clothing since 1969. Naomi

Campbell was fired from her position as a People for the Ethical

Treatment of Animals spokesperson in 1997 for wearing fur at a

Fendi fashion show.

Fragrances--Fendi launched its first perfume, Fendi for Women, in

1985. The line has been expanded to Theorema Uomo and FendiUomo (for men) and Celebration, Asja and Fantasia (for women).

The latest, "Fan di Fendi", was released in August, 2010.

Eyewear--Fendi's eyewear line is licensed to Marchon Eyewear and

includes prescription eyeglasses and sunglasses in addition to non-

prescription sunglasses. Timepieces--Fendi currently licenses the production of watches to

Taramax in which it has a controlling interest, these feature Swiss

movements.

Writing Instruments-Fendi licensed their name and logo to Cross

Pens in 1989 but by 2000 this deal appeared to have lapsed


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FENDI INDIA

Luxury leather and fur brand, Fendi is all set to expand its

presence in India. Currently, they are present in prestigious

Inter-continental hotel Taj Mahal in Mumbai, and a few hi-

end malls.

Mr. Ganes Francious, Country Head, Fendi, said that Fendi

entered India in 2003, with their first 3,000 sft boutique in

Taj Mahal hotel. The plan for India was to have presence

across all major cities in the country within the next 5 years.

The company has set up more stores in Mumbai followed byNew Delhi / NCR, Bangalore, Hyderabad, Chennai and

Kolkatta.


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BRAND --

Fendi shops

COUNTRY --

INDIA

CITY

MUMBAI

NEW DELHI


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Thank You

study of a brand

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