Fendi
| Fendi Srl
|
|
|---|---|
 |
|
| legal form | Società a responsabilità limitata |
| founding | 1925 |
| Seat |
Rome , Italy
|
| Branch | Fashion , luxury goods |
| Website | www.fendi.com |
Fendi is an international Italian fashion company , particularly known for its fur goods , handbags and other leather goods .
Fendi was established in Rome in 1925 as a fur and leather trading company . The world- renowned brand for luxury goods has been part of the LVMH Group since 1999 . Under the brand name Fendi , high-priced clothing and accessories for women, men and children as well as furs, leather goods, watches , perfume and furnishings are offered through a global network of almost 200 own boutiques . The German Karl Lagerfeld was chief designer of the Fendi women's collections from 1965 until his death in February 2019.
history
founding
The history of the fashion house began in 1918 with the opening of a shop for fur and leather goods in Via del Plebiscito in Rome by Adele Casagrande (1897–1978). After Casagrandes married Edoardo Fendi (1904-1960) in 1925, the couple made the decision to rename the company Fendi . This date indicates Fendi as the year the company was founded. The business flourished and a few years later, in 1932, a new shop was opened in Via Piave . The Fendi couple had five daughters: Paola (* 1931), Anna (* 1931), Franca (* 1935), Carla (1937–2017) and Alda (* 1940), all of whom joined their parents' business in 1946 after the Second World War . In 1955, Fendi hosted the first fur and leather goods fashion show . In 1964, each of the Fendi daughters inherited 20% of the parental company and from then on had its own business unit: Paola was responsible for the fur collection, Anna for leather goods and accessories , Alda was responsible for sales , Franca for advertising and customer relations , and Carla Fendi coordinated the management.
Karl Lagerfeld
In 1965, the Fendi sisters first engaged the German fashion designer Karl Lagerfeld , who was a rising star in the Parisian fashion sky at the time, and for Fendi the world-famous, inverted FF logo (the so-called "double F" symbol or "Zucca" logo). The logo quickly developed into an international status symbol and can be found on a variety of Fendi products such as handbags, wallets and luggage , but also on clothing. Lagerfeld worked as a fashion designer at Fendi until his death in 2019. From 1968, first the US and then the Japanese market were opened up. The first US boutique opened in Manhattan in 1985. In 1969 Fendi presented a fur collection for the first time in the Palazzo Pitti in Florence . This “haute fourrure” (German “upscale fur fashion”, based on haute couture ) was so expensive that the Fendi sisters decided to create their own ready-to-wear collection for fur fashion in the same year . In 1977 Fendi women's fashion was launched , which was subsequently expanded to include accessories and perfumes . Fendi has also been offering men's fashion since 1990. In 1983 the so-called Pequin pattern was introduced, an arrangement of alternating golden-brown and dark-brown, wide longitudinal stripes, which are still used today as a distinguishing mark for Fendi.
Times of crisis
At the end of the 1980s and the beginning of the 1990s, the Fendi house fell into a crisis. The fur collection no longer corresponded to the political correctness of the time , the image of the company was severely damaged by countless counterfeit products, and sales collapsed. As a result, the ready-made clothing segment was expanded. The youthful second collection Fendissime for women, launched in 1987 by Silvia Fendi (born August 4, 1960), daughter of Anna Fendi, has been expanded. Under Silvia's leadership, the completely handmade Selleria (German saddlery ) leather goods collection - originally launched by Adele Fendi in 1938 and later neglected - was brought back to life. The baguette handbag designed by Silvia in 1999 has become synonymous with the Fendi brand. Other bestsellers are the handbag models she designed Spy Bag (2005), B Fendi Bag (2006) and Peekaboo (2009). The Fendi Casa home article and furniture collection was created in 1989.
LVMH
In 1999, the Fendi sisters sold 51% of the company for an estimated 850 million US dollars in equal shares to the French luxury goods group LVMH and the Italian fashion company Prada . At the end of 2001 LVMH took over Prada’s stake for 295 million euros and from mid-2002 to 2007 bought the remaining stakes from the Fendi family members, most recently from Carla Fendi. The turnover in 2001 was 265 million euros, 60% of which was generated by leather goods. With the takeover by LVMH, extensive investments began in the company, granted licenses were brought back, the shoe segment was expanded and global expansion was driven forward. In addition, in the following years luxurious Fendi boutiques were opened as flagship stores in London , Paris , New York City , Beverly Hills , Honolulu , Moscow , Dubai , Tokyo , Osaka , Hong Kong (2 ×) and Shanghai .
Fendi today
In 2005 the Palazzo Fendi (formerly Palazzo Boncompagni ) was inaugurated at Largo Carlo Goldoni in Rome , where the company headquarters and a Fendi flagship store were housed. At the end of 2007, as part of its expansion into the Chinese market, and as the first fashion company ever, Fendi held a fashion show on the Great Wall of China with 88 models on an 88-meter catwalk (spring 2008 women's fashion collection), which is said to have cost an estimated 10 million dollars. At the end of 2011 there were 20 Fendi stores in the People's Republic alone. In 2008 the Fendi boutique was opened on the Parisian fashionable avenue Montaigne. In 2010, Fendi Junior, a licensed children's collection, was added to the portfolio after a baby collection had already been offered.
The chief designer of the Fendi women's line was Karl Lagerfeld for 54 years. Silvia Fendi has been co-designer of the women's line since 1994, chief designer for accessories and leather goods and, since 2004, designer of the Fendi men's collection. After Lagerfeld's death, Venturini also assumed overall responsibility for the Fendi women's line. The CEO and Managing Director of Fendi from 2004 to 2012 was Michael Burke, appointed by Bernard Arnault . From 2012 to 2018, the former Louis Vuitton manager Pietro Beccari held this post. He was followed at the beginning of 2018 by Serge Brunschwig, an LVMH manager since 1995.
In 2015, Fendi relocated the administration to the previously extensively renovated Palazzo della Civiltà Italiana on the outskirts of Rome for 15 years . A Fendi hotel and an upscale Japanese restaurant have moved into the Goldoni building with the Fendi flagship store on the ground floor. Fendi supported the renovation of the Fontana di Trevi with 2.18 million euros, which was completed at the end of 2015. In July 2016, Fendi presented the women's collection on a transparent catwalk that had been laid over the water of the Trevi Fountain .
Portfolio
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Prêt-à-porter
Fendi offers a high-priced ready-to- wear collection for men and women under the name Fendi , both of which are presented to the international trade press at the Milan Fashion Weeks , which take place twice a year , and which are sold through Fendi boutiques and upscale retailers. There is also an accessory line for women (bags, small leather goods, belts, shoes, glasses, watches and scarves ) and men (bags, purses, belts, glasses, watches and ties). In 2017, the accessories were supplemented by a Fendi special edition from the luggage manufacturer Rimowa .
The "young" line from Fendi, Fendissime (comparable to Miu Miu from Prada ), was created in 1987 by Silvia. At the end of 2001, the company decided to take the line off the market in order to focus on the core brand.
Furs
Fendi's internationally renowned fur line distinguishes the brand from the competition and is one of the few providers of a large selection of fur. Naomi Campbell lost her position as spokeswoman for PETA after showing off in fur at a 1997 Fendi fashion show.
Fendi Casa
At Fendi Casa , everyday objects have been reinterpreted in the Fendi style since 1989. From bed or sofa to chandeliers , everything is available.
Perfume
Fendi launched the first perfume, Fendi for Women , in 1985. Later came the women's perfumes Asja (1992), Fantasia (1996), Theorema (1998) and Celebration (2004), as well as the men's perfumes Fendi Uomo (1988), Life Essence (1996) and Theorema Uomo (2001) added. After the takeover by LVMH, all fragrances produced by YSL Beauté were withdrawn from the market by 2005 . LVMH launched the Fendi Palazzo fragrance in 2007 , the bottle of which adorned the facade of the Palazzo Fendi in Rome, but stopped the product 18 months later due to unsatisfactory sales. Fendi returned to the perfume market in 2010 with Fan di Fendi (women); the eponymous counterpart for men was launched in 2012. In mid-2013, Fendi L'aquarossa was presented for women, and in 2014 the women's perfume Furiosa Fendi .
Glasses, clocks and writing implements
The glasses line includes prescription glasses and sunglasses . Fendi has also been selling watches through a licensed company since the late 1980s . From 1989 to 2000, Fendi also offered exclusive writing instruments through a licensing company , but this contract was not extended.
Counterfeiting
In particular, the Fendi handbags with the double F logo are counterfeited in large numbers and offered on the black market. In June 2006, Wal-Mart was accused of selling counterfeit Fendi handbags, purses and scarves in its own "Sam's Club" stores in the United States . The case was in June 2007, by comparison , decided when Wal-Mart decided to pay Fendi an undisclosed sum for the withdrawal of the charges.
Boutiques
As of the end of 2014, Fendi had a total of 197 boutiques on all continents (except Antarctica ). Fendi thus operated the most stores of all LVMH brands after the Louis Vuitton brand (approx. 450 boutiques as of mid-2014). Fendi was also LVMH's top-selling fashion brand after Louis Vuitton. The largest number of Fendi stores can be found in Asia, followed by Europe and then North America.
Fendi boutiques, some as shop-in-shops , in Germany :
- Berlin : in the KaDeWe , only accessories
- Munich : Maximilianstrasse , full-range boutique and in Oberpollinger , only accessories
- Stuttgart : in the Breuninger , only accessories
Fendi boutiques in Switzerland :
Movie
- Fendi ... before the show. Documentary, France, 2009, 52 min., Written and directed: Loïc Prigent, production: arte France, Sundance Channel, Deralf, Story Box Press, first broadcast: January 14, 2010 on arte.
Web links
- Fendi website
- Fendi fashion collections on style.com since the 2000 season
Individual evidence
- ^ LVMH companies and brands: Fendi. ( Memento of the original from November 20, 2008 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: lvmh.com. Retrieved May 21, 2011.
- ↑ Fendi boss Pietro Beccari: The man who turns weaknesses into strengths. In: faz.net. Frankfurter Allgemeine Zeitung , March 9, 2014.
- ↑ Every bag houses a surprise. In: welt.de. Die Welt , April 7, 2014.
- ^ Karl Lagerfeld. Fashion method. ( Memento of the original from August 7, 2018 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: kultur-online.net. September 7, 2015.
- ↑ Where to present handbags like jewels. In: welt.de. Die Welt , March 28, 2014.
- ↑ LVMH-Prada take over Fendi. ( Page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. In: textilwirtschaft.de. October 14, 1999.
- ^ Textile industry: LVMH increases Fendi shares. In: textilwirtschaft.de. July 9, 2002.
- ↑ Finally “dolce vita” again in the Eternal City. In: handelsblatt.com. 3rd November 2015.
- ↑ rimowa.com: Fendi x Rimowa | RIMOWA. Accessed March 9, 2018 (German).
- ↑ We strengthen ties by selling a dream: Fendi CEO. In: forbesindia.com. November 12, 2014 (English).
- ↑ Table of contents and video excerpt. In: arte.tv. arte , February 23, 2011, archived from the original on April 18, 2013 ; accessed on June 21, 2017 .
