Big Deal Encountered Waterloo Fendi (Fendi) To Become A New Favorite Of Chinese Customers.

LVMH group recently released the first half of 2015 financial reports show that Fendi has become the new favorite of consumers. This "quiet" luxury brand in Italy for many years has finally killed a blood route in many popular encirclement campaigns.

A luxury brand executive told the "Fashion interview notes" that in the last few months, sales of high-end shopping malls were seen, and the momentum of Fendi was thriving.

The highly sought after IT bag, sometimes interesting and sometimes elegant Fendi Pop-up theme store, sometimes creates fur shops, and sometimes turns into "little monster". Fendi shows the constant creativity and surprises of the old luxury brands.

In China, customers continue to "advance", from the LOGO only to the in-depth understanding of products, design and brand, the Fendi that started counterattack is not accidental.

What is the story behind the "silent" Fendi for many years? Family management like "matriarchal clan", old Buddha's help, and Arnott being "cunning", as Fendi, an old luxury brand, also runs away from the plot.

As the third generation of FENDI Fendi masters, Silvia Venturini Fendi has always been low-key, and even difficult to find a picture of her red carpet, but her works are always full of avant-garde and artistic atmosphere. For an old brand Luxury goods In the fast changing fashion world, only by constantly capturing creativity and inspiring ideas, can new ideas be poured into brands continuously to win the highest reputation.

In 1925, Silvia's grandmother Adele Casagrande opened a handbag store and fur factory in Rome and took the name of the shop as "FENDI" with her husband's name Edoardo Fendi. In 1947, their five daughters, Paola, Anna, Franca, Carla and Alda, invested in the family business and brought FENDI into the international market successfully.

In 1965, Karl Lagerfeld, a young designer who showed his head in Paris, joined Fendi, which was nearly 20 years earlier than he took charge of Chanel. Karl, together with the five sisters, joined in remodeling, designing and interpreting fur, which brought a great breakthrough to fashion.

Many designers' childhood stories are more or less branded with fashionable memories. The third generation of family Silvia Fendi is no exception, though it does not sound too pleasant.

In Fendi's "five golden flowers" period, Silvia's mother, Anna, was the design director of the brand. Silvia grew up in the studio. She had many anecdotes about her mother and other celebrities. "Italy actress Silvana Mangano asked my mother to try on a movie when directing Visconti. After a show, I once had a meal with director Federico Fellini; at that time, if I wanted to attract the attention of my mother, I had to call her Fendi lady," said Silvia. "If I call" Mom, mom, "she will not talk to me because she is always surrounded by people who want her to make decisions.

Young Silvia began to work for Fendi - of course it's a joke - she picked up pins on the floor, and she also passed a show at the age of 5. But she really decided to enter the company when she was 18 years old, because she didn't want to go to school, though she worked hard at school, but the result was not satisfactory, so she chose to enter the family business.

She dreamed of becoming an actress, but she entered a family business. Most of the following life trajectories can be envisaged: beautiful girls become ambassadors of brands and frequently appear in social occasions; after that, she goes to the sub line brand training; in 1992, Karl Lagerfeld invited her to be an assistant, and in 1994, Silvia began designing Fendi leather accessories.

With its 85 year history, Fendi has been sitting on its feet. Luxurious fur The undefeated throne, but perhaps also can be said: if there is no Silvia Fendi, the fate of the accessories director, in all hearts, Fendi may be just the pronoun of fur.

"Since Miucia can bring Prada back to life with a black nylon bag, why can't I use a long stick to save Fendi?" Silvia has said that these heroic words are not important. In fact, the long stick handbag she designed has not only opened the new classic of bags, but has changed the fate of Fendi.

Silvia also has another name "Queen of It Bag". Of course, Baguette is more than just a "Rectangle" like French bread. It is precisely because of its rich geometric lines, but also concise and pleasing to the eye. Therefore, we can constantly break the ordinary in the tonal, material and applique patterns. As the trend changes, Baguette is always at the top of the fashion, but the classics are changeable. Every season has been a great success.

It is a historic victory that some people compare Baguette to Fendi in comparison to the battle of Normandy in the United States. Since its birth, Baguette has produced over 1000 editions, and all the materials, colors and accessories you can think of can be found in Baguette. Fine, medium, large, enlarged, different sizes evolve and have "dual personality" - each shoulder strap can be removed, day hand bag, evening evening handbag, even shoulder strap with double sided design.

However, Silvia is not just enjoying success, creating a classic success joy for the brand. In 90s, the luxury brands started by various family businesses were faced with the impact of globalization. Transformation How to spanition from family businesses to modern enterprises, how to make the brand international? The spanition period of Fendi is not smooth sailing, let alone the large group such as LVMH covetous.

The differences within the family were magnified - 5 sisters had 11 children, and they had more than 30 children - which is not good news for a family business. Fendi was sold to LVMH, and Silvia became the only family member left today.

It is not an easy process for anyone to change from the center of a family business to an employee in an international company, and, at the same time, Karl Lagerfeld will also leave. brand News. In 2005, Silvia Fendi later launched the ingenious Spy handbag after the Baguette handbag. In 2006, the B Fendi handbag was well received. She also served as a designer of Fendi men's wear series since 2000.

Silvia has always been low-key, and even hard to find a picture of her red carpet. Creativity and art are her favorites: from the fashion exhibition held on the Great Wall to the 10th anniversary when Baguette came out, she invited many artists to paint handbags. In the background of the spring and summer women's show 2011, you could smell a breath of Fendi avant garde art. Silvia said, "I want to create a person, she will be creative everywhere." FENDI is a creative factory. To create a better tomorrow, we must have creative and continuous new ideas. This is the eternal truth. "