Namrata Miglani 18DM127

Padmapriya R 18DM138
Parnika Sharma 18DM140
Parvinder Kaur 18DM142
Purvasha Gupta 18DM158
WELCOME
TO THE
WORLD
OF FENDI
INTRODUCT
ION

FAST FACTS
When: In 1925
Who: Italian Couple Adele & Eduardo Fendi
Where: Via Del Plebiscita, Rome, Italy
What: Fur & Leather shop

TRADITION & DEVELOPMENT

 Since 1946 the 5 daughters of the Fendi
marriage (Anna, Paola, Franca, Carla, Alda)
started to take part of the family business.
 In 1965 renown designer Karl Lagerfeld
becomes the Creative Director of the brand.
 In 2001 the conglomerate and leading luxury
group LVMH takes Fendi as part of its extended
portfolio.
INTRODUCT
ION
THE FENDI BUG CHARM

THE BAGEUTTE CLUTCHES

DANIELE LA FENDI KAN I F PEEKABOO ICONIC

MALFA MINI
 Retail
INTRODUCTION and
Merchandising

MERCHANDISING
The way they
distribute is the way
they merchandise,
FENDI Products to
attract more.

 Sober and rational design – Edge over

competitors.
 Innovativeness is substantially
communicated through its stores.
POP UP STORE READY TO WEAR
 Exclusive retail training program for their
boutique personal.
 Almost 200 stores worldwide.
 Travertine are type of limestones flooring
in each boutique.

ACCESSORIES
 INTRODUCTION
Retail and
Merchandising STP
Segmentation
• Women who want to look sophisticated and formal but not too flamboyant, who are self-possessed, classy, independent and
admire the rich and classy texture and effort done behind luxury.
• They belong to generation flex who are modern individuals and trendsetters who appreciate the quality and craftsmanship and
love to carry themselves in a very traditional and prestigious manner.

Targeting
• Gender- Women
• Customers over age 30-50
• Income Group – Upper class mostly businesswoman ($100,00 income)
• Individuals & Trend setters
• Nationality: USA, Japan, India

Positioning
• Lifestyle and beauty of Rome – Clothing line
• Fun – Handbags (Peekaboo and Baguette)
• Exclusive & Desirable
INTRODUCTION
Retail and
Merchandising
STP 9 P’s
 RETAIL AND
INTRODUCTION MERCHANDISING STP 9 P’s R&D
PENETRATION IN
INTRODUCTION
RETAIL AND
MERCHANDISING STP 9 P’s R&D PENETRATION

THE INDIAN • Fendi applied to Foreign

Investment Promotion Board
MARKET (FIPB) for clearance to invest in
India
• Company in India :Fun Fashion
India
• local partner has 49% stake in the
joint venture while the French
group holds 51% equity
• present in India at DLF Emporio
Mall, New Delhi
• Fendi is making 150 per cent
Fendi Store in Dlf Emporio, Delhi
growth every year in India.
• LMVH planned to invest about E5,
 RETAIL AND
INTRODUCTION MERCHANDISING STP 9 P’s R&D PENETRATION DIGITALIZATION

DIGITALIZATION

FENDI’S
WEBSITE
SHOWCASING
THE LATEST
COLLECTION

GIGI AND BELLA HADID FOR “F

IS FOR”
 RETAIL AND DIGITALIZATI
INTRODUCTION
MERCHANDISING
STP 9 P’s R&D PENETRATION
ON SUSTAINABILITY

SUSTAINABILITY
ACTIONS
ACTIONS TAKEN IGNORED
• No concrete coverage
• Dealer code of conduct
• Ignorance towards Amazon
• Pilot web platform deforested areas.

• Promoting eco friendly • Use of alligator and python

fashion skin

• Policy for the

manufacturers

• Recycling and Reusing of

materials
RECOMMENDATIONS

Made to Order service

Strategically market
Heritage & Craftsmanship

Opening up of Outlets in
Metro cities

Diffusion Brand for

Indian Market