Fendi, the luxury fashion brand known for its leather goods and fur products, has been experiencing growth and success. A study conducted by Retviews, a data analysis solution from digital consulting firm Lectra, has found that Fendi’s strategy of offering ethical furs, timeless ready-to-wear items, and a wide range of leather products has contributed to its success.
Founded in Rome in 1925, Fendi gained recognition for its high-quality leather and fur overcoats. The brand’s collaboration with designer Karl Lagerfeld, who led Fendi’s ready-to-wear line for over 50 years, modernized its products and solidified its reputation. Today, Fendi continues to prominently feature fur in its product range, with 34% of its outdoor garments incorporating fur. This use of fur allows Fendi to maintain a higher price positioning compared to its competitors.
However, Fendi has had to adapt to a changing market where fur’s reputation has been negatively impacted and younger consumers are more concerned about animal welfare. The brand now places a strong emphasis on ethical sourcing and compliance with the highest ethical standards, including the Furmark certification criteria. Fendi is also actively reusing and transforming vintage fur items in line with ethical and sustainable practices under the creative direction of Kim Jones.
Besides fur, Fendi’s success is also attributed to its focus on leather goods. Silvia Fendi Venturini, who became involved with the brand in 1994, played a significant role in elevating Fendi’s status in luxury accessories. Her creation of the iconic Baguette bag in 1997 propelled Fendi to new heights and established it as a leader in the market. The Baguette bag has sold over 1 million units and continues to be reinvented. Leather goods account for 40.9% of Fendi’s product range, slightly less than Bottega Veneta’s 41.3%.
Fendi’s strategy of offering timeless luxury items allows the brand to have a leaner assortment compared to its competitors. This strategic focus has resulted in 2,265 items in Fendi’s collection, while its competitors, such as Gucci, have a significantly larger assortment. However, Fendi also diversifies its offerings through targeted collaborations to attract a younger clientele. Recent collaborations include partnerships with Versace, celebrity influencer Kim Kardashian, and her brand Skims, as well as a collaboration with Fila in 2018.
In summary, Fendi’s growth and success can be attributed to its strategic focus on leather goods, ethical furs, and timeless luxury items. The brand’s ability to adapt to market demands while maintaining its reputation has allowed it to attract a diverse clientele and remain a prominent player in the luxury fashion industry.
Useful links:
1. Fendi Official Website
2. Lectra Official Website
