Founder: Addle Casagrande Edra casagrande

Edardo Fendi Eduardo Fendi

Designer: since 1962, Karl Lagerfeld, Silvia Venturini Fendi

Design style: changeable, sexy, noble and exquisite.

Brand profile:

The story of Fendi began in 1925. In a small workshop in Via del Plebiscito, Rome, Edoardo and Adele Fendi make handbags and furs. After World War II, the company began to make great achievements. Five sisters-－Paola, Anna, Franca, Carla and Alda Fendi joined the family business in 1946. Today, Fendi continues to shock fashion with innovative designs.

Fendi brand specializes in producing high-quality fur products. Fendi fashion show was held for the first time in 1955. Later, the company gradually developed and expanded, and its business scope expanded to knitted garments, swimwear, low-priced ready-made garments and other categories, and even developed jewelry and men's perfume, but Fendi brand still enjoys a high reputation in the world fashion industry for its fur clothing. After the death of Eduardo Fendi, one of its founders, the company was run by her five daughters.

In p>1962, Fendi Company hired Karl Lagerfeld, a famous German designer, as its brand designer. Lagerfeld's dramatic design concept made Fendi brand clothing attract the attention and praise of the global fashion industry. The mixed series marked by double F letters in cooperation between Lagerfeld and Fendi is another well-known double-letter symbol in the fashion industry after the double C letters of French Chanel and the double G letters of Italian Gucci.

Lagerfeld innovated fur, such as treating real animal fur with the appearance of imitation fur; Punch a lot of tiny holes in the fur fabric to reduce the weight of the coat and make it easy to wear; Colorful dyeing treatment of fur, etc. Its innovative design also includes a denim coat with water mink as the edge decoration, and bold design is made by using unusual fur such as squirrel skin and ferret skin.

In the early 199s, Fendi fur clothing introduced a double-faced coat with full fur on the front and mesh fabric on the back to protest against the anti-fur clothing movement at that time. In the autumn and winter of 1993/94, the Fendi brand introduced a medium-long fur coat that can be folded into a small bag with zipper. As the director of the company, the Fendi sisters also intend to change the traditional concept that people regard fur clothing as high-end luxury goods in the past, and make the fur clothing of Fendi brand more life-oriented, civilian and fashionable, and approach more consumers.

In terms of business strategy, Fendi has developed accessories, gloves, pens, lamps, glasses and perfumes by means of franchising, which makes full use of the intangible assets of Fendi brand.