FENDI Case Presentation

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FENDI is a renowned Italian luxury brand founded in 1925 by Edoardo Fendi and Adele Fendi in Rome, initially specializing in high-quality fur products. Below is a detailed introduction to FENDI:

### Development History

- **Early Development**: In 1925, FENDI was officially established in Rome, focusing on premium fur products. In 1955, the brand held its first fashion show.

- **Key Figure Joining**: In 1965, Karl Lagerfeld joined FENDI, gradually expanding the product lines to include women's and men's ready-to-wear, footwear, perfumes, and more. His dramatic design philosophy brought FENDI global acclaim in the fashion world. He also collaborated with FENDI to design the iconic double "F" logo, which became one of the most famous monograms in fashion.

- **Family Legacy and Expansion**: The five daughters of the Fendi couple joined the family business after graduation, driving the brand's growth and diversification into knitwear, swimwear, jewelry, men's fragrances, and more. In 2000, LVMH Group acquired FENDI, becoming its largest shareholder in 2001.

- **Chinese Market**: In the autumn of 2007, Karl Lagerfeld led FENDI to host a grand fashion show on the Great Wall, making the brand widely recognized among Chinese consumers. By early 2008, FENDI had been in China for over a decade, with 11 boutiques across ten major cities.

### Product Lines

- **Fur and Leather**: FENDI is globally renowned for its fur garments, featuring innovative treatments such as altering traditional appearances, reducing weight, and multi-color dyeing. The brand also pioneered mixed-material designs combining fur with other fabrics.

- **Handbags**: The FENDI Baguette bag series, designed by Silvia Venturini Fendi, is a classic and globally beloved icon.

- **Ready-to-Wear and Accessories**: The collections include men's and women's apparel, footwear, accessories, children's wear, and watches, blending elegance, craftsmanship, innovation, and fashion to reflect the brand's luxurious quality.

### Brand Characteristics

- **Innovative Designs**: FENDI continuously introduces groundbreaking concepts, such as reversible coats in the early 1990s to counter anti-fur movements, and integrating fur into everyday wear to make it more accessible and fashionable.

- **Brand Collaborations**: FENDI has partnered with brands like Rimowa, Fila, Beats, Bape, and Gentle Monster, as well as celebrities like Jackson Wang, to expand its influence.

- **Cultural Heritage and Modern Fusion**: While preserving traditional craftsmanship, FENDI incorporates modern elements. For example, in June 2025, Chinese actress Tang Yan became a FENDI brand ambassador, showcasing the harmonious blend of tradition and modernity.

### Brand Status and Influence

- **Industry Position**: As an international luxury brand under LVMH, FENDI holds a significant place in the global luxury market, celebrated for its exceptional craftsmanship and tradition, embodying fashion and dreams.

- **Honors and Recognition**: FENDI has been featured in authoritative rankings such as the World's 500 Most Influential Brands (ranked 415th in 2018 and 419th in 2020) and Italy's Top 100 Most Valuable Brands (ranked 44th in 2023).

With its unique creativity, exquisite craftsmanship, and outstanding quality, FENDI enjoys a prestigious reputation in the global fashion industry and remains a top luxury brand sought after by consumers worldwide.

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