Fendi Can Write A Book About His Entrepreneurial Story And Buy A Book Home.

Law bag, Peekaboo, Mao Mao strange pendant,

,

Karl Lagerfeld...

Perhaps when Chinese customers speak of Fendi, the images that emerge from the brain include the the Great Wall of 2007.

。

Since its establishment in 1926, the Italy brand has officially entered the ninety year of the mackerel.

In order to celebrate his birthday, he specially asked people to write a Fendi Roma commemorative book to record how the brand evolved from the small fur leather workshop to the high fashion fashion brand in Rome's trevir fountain.

At first, this is a story about female entrepreneurs.

The history of Fendi's first generation of Adele Casagrande and Edoardo Fendi couples is not rich.

We only know that shortly after the two men got married, they renamed a shop on Plebiscito Avenue in Rome to Fendi, and gathered a loyal group of customers with fur products.

Adele (middle) and her five daughters.

{page_break}

After the death of Edoardo Fendi in 1954, his five daughters took over the family business.

Eldest daughter Paola 15 entered the company helper at the age of Anna, Franca, Carla and Alda after graduating from high school.

At that time, Italy was in the post war recovery period, and women walked out of their homes to support half the sky.

In 1964, Fendi has become a well-known fashion brand in Italy.

A year later, five golden flowers voted for Karl Lagerfeld to be the brand creative director. The latter not only designed double F Logo, which represented "Fun Furs", but also extended the single brand fur business to clothing.

The fur series designed by Karl Lagerfeld has attracted the attention of international fashion media and buyers.

Soon, Fendi handbags appeared in New York department store.

At the same time, the brand flew to Japan to hold a press conference to open up the local market.

Seeing the increasing potential of overseas purchasing, Fendi began to hold an international conference at the Florence palace.

Fendi go farther from Italy

In 1970s, fashionable women deeply felt the poison of handbags.

In 1969, when Yoko Ono and her husband John Lennon held a press conference in Vienna, the two men insisted on hiding behind the fabric of a symbol of cloth bags, and created the word "Bagism".

Fendi attacked the overseas market with this easterly wind.

At the same time, it also insists on making articles on design and functionality.

Leather after tanning, dyeing and printing has greater freedom in softness and color rendering.

The "granular leather" technology (grained leather "technique") is the first to combine leather fur with leather to make the traditional brown leather coat lighter.

Rubber, waterproof fabrics, rivets and other Fendi identification elements help it find its place in Italy and even in the European fashion industry.

After the success of clothing and leather products, Fendi moved swiftly to other products, such as jeans, handbags, neckties, glasses, scarves, even lighters and Hong Kong dollars, in an attempt to create a fully enclosed empire.

In 1985, Fendi listed the first female fragrance.

In the second year, Fendissime, the third generation successor, entered the market.

This line is targeted at young consumers, not only fur products, but also sportswear and accessories.

In 1989, Fendi's first male fragrance came out, followed by the men's wear series.

LVMH copied the bottom when Fendi was down.

The third generation members of the Fendi family, the daughter of Silvia Fendi Fendi, one of the five golden flowers of the Anna family, joined the company in 1992 as Karl Lagerfeld design assistant, mainly in charge of leather goods and accessories.

In 1997, the French baguette was born and looked like a French bread that the French brought home from work.

According to the size, the size of 26x14 may only be placed in a purse and several small cosmetics, but this handbag has aroused great echo.

However, the influence of it Bag is large, but it can not avoid the financial crisis of Guarantee Corporation.

In 1999, LVMH and Prada bought shares in Fendi 51%.

Two years later, Prada, the "bumpy" investor in the stock market, sold the 25.5% Fendi stake to LVMH at the original price.

Since then, Fendi and Loewe, Givenchy, Dior and C line have become the luxury brands of "giant carrier".

There is no doubt that LVMH has taken a lot of attention to Fendi, such as supporting its 2007 the Great Wall show in China, investing in global retail expansion, and putting in more modern fur for human research and development.

From the nobility to the environmentalists

In 2012, when Pietro Beccari became chief executive of Fendi, the first fire was to change the brand name and logo - the original Fendi became Fendi Roma.

"Rome makes countless people yearn for it, especially under the lens of" sweet life "and" beautiful city ".

In my opinion, it is necessary for Fendi to link itself to the way of life symbolized by Rome.

Last year, the new headquarters of Fendi near the Rome monument was officially opened.

The six story geometric building has a history of 75 years, overlooking the entire capital of Italy on the top of the mountain.

Fendi has a sense of pride and responsibility for Rome identity.

In 2013, it announced that it would contribute 2 million 500 thousand euros (18 million 550 thousand yuan) to support the renovation of Rome fountains.

Since then, Fendi has not only taken photos in the trevir fountain, but also directly put the show in the center of the pool, releasing second advanced custom fur show.

"In general, the old fur has been basically abandoned."

What Karl Lagerfeld is talking about is thick leather.

"Everything depends on the manufacturing process.

Combine fabric, design style and style to combine leather fur with leather.

And that's what I'm most interested in.

{page_break}

During the advanced fashion week, there is a lot of controversy about the fur trade.

But for the most controversial leather material, Karl Lagerfeld did not appear to be too guilty.

"More and more people are saying no to fur, but this is an industry."

He is talking about legislation for the industry, so that fur industry's regulation is more and more standardized.

According to statistics from the International Fur Association, the sales volume of leather products in the world reached US $35 billion 800 million in 2014 (about 237 billion 937 million yuan).

This is the second book about Fendi in the past half a year. The Fendi by Karl Lagerfeld was published in November last year in November.

If there is not enough reading, third new books are on the way.

The fashion brand from Rome is expected to issue a travel guide in February next year, "seven ways to perceive Rome: art, parks, food, shopping, body and soul" (Your Seven Ways to Rome: Arts, Parks, Food & Beverage, Shopping, Body & Body).