Fendi Brand Story
Brand │ Fendi FENDI•
National │ Italy*
The establishment of │ 1925 years, Rome, Italy*
Website │ www.fendi.it*
Designers │ 1962 years - now, Karl Lagerfeld
French brand Fendi was originally a leather fur shop in Rome. This shop, the young Adele Casagrande started operation in 1918 and later marry in 1925, along with Adele and Edoardo Fendi Fendi name was changed to continue to develop high-quality leather fur products. Fendi couple's five daughters Paula, Anna, Franca, Alda, and Carla, after graduation to join in the work of Fundy. Today, Fendi This marks the third-generation family business. The five Fendi sisters, 11 children have joined Fendi, is responsible for sports series and is named Fendisimme of accessories. Of its broader branches all over the world. The seventies and eighties of last century, Fendi for more diversified development, introduction of jeans, tie, glasses and perfume, so that the brand image even more by the public.
In 1925, Fendi brand officially founded in Rome, specializing in the production of high-quality fur products｡ first held in 1955, Fendi fashion show｡ then the company has grown, and business scope expanded to knitwear, swimwear, lower-priced clothing and other category, and even developed a male jewelry, perfume and so on, but still its Fendi brand fur apparel in the fashion world renowned｡ one of its founders after the death of Eduardo Fendi, founded by her five daughters to join operation.
In 1962, Fendi employed by the company famous for its German-born designer Karl Lagerfeld brand designers, Lagerfeld dramatic Fendi brand clothing design so that access to global fashion industry attention and praise, Lagerfeld and Finland Di co-operation in order to identify pairs of F for the mixed series of letters, following the double C Chanel in France, Italy, the letter G letter pairs of Gucci, after a fashion everyone else has knowledge of the two-letter symbol.
Fendi bags Lagerfeld right to innovate fur processing, if the real animal fur is processed into effect with the appearance of imitation fur; in fur fabric marked with a large number of small holes in order to reduce the weight of coats easy to wear; the colorful fur dyeing handling｡ its innovative design also includes the use of water mink coats for trim denim fabric, choose skin, such as squirrels, snow mink fur and so on are very bold design｡ Fendi fur installed in the early nineties introduced a negative to a positive for the whole fur coat on both sides of mesh fabric to protest against the prevailing anti-fur campaign｡ 93/94 autumn and winter clothing, Fendi brand re-launch of folding into a zipper-like packet medium-and long fur coat｡ as the company's head of Fendi sisters also intends to change the past, people regard as a high-end luxury fur garments traditional concepts, so that the brand Fendi fur clothing is more to people's lives, civilian-oriented, fashion-oriented, approached more Consumer.
Operating strategy, Fendi license the use of business methods developed, such as jewelry, gloves, pens, lamps, glasses and perfume, so that the brand Fendi intangible assets are fully utilized.
FENDI watches, leather, leather goods, in recent years has become the popular choice will be women who, often inadvertently appear in clothing, accessories and other details FENDI double-F logo on it is the eye of one of the very bright, a lot of variation in quality of material can be put back can be hung on the wrist between the elbow and diverse design, but also to meet all the different preferences, and clothing with perfect.
FENDI │ Brand Identity"Double F" logo: From Karl Largerfeld pen. Often inadvertently appeared in Fendi apparel, accessories and other details on the buttons, and later even a pattern on the fabric.Coarse thick section, or narrow thin straight, coupled with a sense of rhythm-rich chess grid, these patterns appear frequently in the Fendi products.
