Free From The Short Cycle Of Fate, How Can Fendi Pform The Explosive Money Into A Classic?

The cost of the bursting effect is often shortened by the popularity cycle, but successful luxury brands are good at extending the cycle of effect and pforming the burst into classic.

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The pace of replacement is accelerating, and the definition of luxury goods is constantly being challenged. Whether it is a scarce commodity that can withstand the test of time, or whether it can link up with the "present", but the perishable trend product is still a controversial topic in the industry.

Grow with the latter.

The phenomenon, which includes the explosive effect of luxury brands, has started with luxury handbags, and the It Bag has gradually spread.

In the millennium, Louis Vuitton's old handbag, Hermes.

Handbags were synonymous with It Bag.

But until

After a series of upheaval around 2010, the explosive effect is really an important promoter of luxury business.

In 2009, Fendi launched a handbag called Peekaboo.

At this time, just as fashion bloggers are accepted by mainstream fashion circles, street shooting has just started to rage, and the influence of social media is beginning to show. Peekaboo has been exposed frequently in fashion editors and bloggers' pictures.

Because of Peekaboo's highly recognizable profile, Fendi's handbag soon opened its doors to fame.

Subsequently, Fendi continuously enriched the style of this product, from mini to super large, and Peekaboo appeared in all sizes, colors and materials.

Then Fendi constantly provides consumers with fresh feelings by selling the removable shoulder straps and decorations.

Few people realize that the distance from Peekaboo has been launched for ten years, which is behind the success of Fendi explosion and youth.

Not only is Peekaboo, but Fendi's By The Way and little monster shoulders have many handbags that also have the same effect, pushing the brand to become one of the most competitive and most popular brands among leather goods in recent years.

In the two possibility of detonation effect, Fendi avoids Peekaboo from the "fatality" of rapidly returning heat, and then makes it a classic, proving the second possibilities of the burst effect.

In order to celebrate the launch of Peekaboo handbag 10th anniversary, Fendi has recently launched the #MeAndMyPeekabo# project activity around the world.

In the first stage of activities, Fendi

The creative director of men's wear and children's wear, as well as the third generation Silvia Venturini Fendi and her daughter Delfina Delettrez Fendi and Leonetta Luciano Fendi participated in the production of short films and photographs. The second phase focused on five groups of women from all over the world.

Since July 11th, an advertising short film from many pairs of mothers and daughters has been released on Fendi's social networking platforms.

In the second chapter of the project, Fendi invited celebrities Kim Kardashian, who had the most influential social media, and their mother Kris Jenner and daughter North West to make short films together.

The other four groups are from the Korean singer Jung Soo Yeon Jessica and Zheng Xiujing Krystal sisters, musician Dou Jiayuan and photographer plateau mother and daughter, Ewan McGregor's two daughters, actor and photographer Clara Mc Gregor and music producer Esther McGregor.

The two social media promotion projects will focus on the relationship between Peekaboo handbags and consumers' emotional connections. The first stage is about the relationship between the brand creative director and his family. The second stage will be extended to all parts of the world. In the process of selecting short characters, it will involve many parts of the us, China, Hongkong and Korea.

The diversity of social media promotion projects is also reflected in the fact that Fendi has chosen Kim Kardashian, which is now popular with mainstream culture, and has chosen Dou Jiayuan, a well-known musician with a brand spirit, as well as a photographer's mother and daughter.

It is worth noting that although the appeal of Kim Kardashian in the global social media is unquestionable, the controversy over her has also led many luxury brands to avoid direct cooperation with her.

The Fendi Kim Kardashian is undoubtedly a bold move for luxury brands, and the way Fendi plans to promote #MeAndMyPeekabo projects reflects exactly how the brand keeps growing.

In the past 10 years, Fendi has done a right thing, namely finding a reasonable balance between luxury property and youth.

In other words, Fendi can keep the latest trend and trend into the brand while maintaining the luxury attributes of core products.

Fendi was founded in 1925 in Rome, Italy, originally specializing in the production of high quality fur products. In 1955, the first fashion conference was held in Fendi.

With the brand being sought after by more and more consumers, the company's business scope has gradually extended to knitted apparel, swimwear, and lower price clothing categories, and later extended to jewelry, men's perfume and other fields.

After the death of one of the founders, Edoardo Fendi, Fendi was run by its 5 daughters.

The development history of Fendi is to make fur and the present more related. The Fendi monster package that has been popular in the global market is a typical case.

High quality leather and manufacturing technology keep the price of the product at a certain level, while the design of monster eyes and hair balls attracts the young consumers with the strength of consumption for the old leather brand of Italy.

Due to the extreme luxury of leather goods and fur, Fendi did not cause the industry's concern about its over age.

Now, Fendi also smells the return of retro Logo.

Since the beginning of this year, a single product with Fendi Logo has frequently appeared in social media. Kim Kardashian, Hailey Baldwin, Rita Ora, Nicki Minaj and other celebrities have been wearing large-sized printed products with the classic "double Minaj".

In the context of the more prevalent hip-hop culture nowadays, Fendi, which represents high fashion in the past, is beginning to integrate into the latest youth culture through the revival of Logo.

Fendi's "double F" logo was designed by the brand creative director Karl Lagerfeld in 1965. One of the "F" stands for "Fur", that is, the most representative fur of the brand. The other "F" means Fun, emphasizing that the brand should be fashionable and interesting.

With the change of times, Fendi has recently interpreted the "double F" logo as "Fendi Forever".

In April this year, Fendi hosted a #FFReloaded# music party in London, Hongkong and Shanghai, and released Fendi's FF Reloaded capsule series.

A sense of subterranean feeling in the party venue shows the important image change of Fendi this year. The party invited many hip-hop cultural enthusiasts and young social media opinion leaders.

After the brand abandoned the big Logo in 2013, Fendi first appeared brand Logo in the FF Reloaded series for the first time.

This series takes Fendi's "double F" logo as the main element, and reproduces all kinds of classic single products and color matching of Fendi.

In fact, Fendi attracts young people through "double F" Logo instead of blindly catering to the trend, and is also a re interpretation of brand history.

In 1962, Fendi appointed German designer Karl Lagerfeld as the chief designer, and Karl Lagerfeld defined the keynote of Fendi Fun Fur, and launched the first ready-made garment series.

When the "double F" logo was launched, it was pursued by the street youth who liked to show off at that time. The flying jacket and Hoodie printed with double F logo became one of the standards for street youth in 70 and 80s.

By returning to classics, Fendi is trying to revive young people's attention to brands in the age of social media.

In the minimalist fashion, the younger generation is more inclined to bold, marked and personalized clothing and accessories.

In fact, in the spring and summer series of 2018, Fendi began to re introduce the brand Logo in product design. Karl Lagerfeld highlighted the female strength in the 2018 autumn and winter series through lacquer grid, color matching, "double F" Logo, and very outline design elements.

In addition to the revival of the "double F" Logo, Fendi also adopted the Fendi/Fila Logo designed by Hey Reilly, a new British media artist, to turn the vision into reality.

Fendi ranks top three in the list of luxury brands digital index released by L2.

In the second quarter of the year, the UK's e-commerce website Lyst Fendi jumped from eighth in the first quarter to eighth in the first quarter of the year, and the "double F" Logo single product has become the latest exposure of Fendi on social media.

Fendi has been doing similar things for a long time, and has achieved a balance between the classic and the younger. Now it has become one of the driving forces for LVMH's steady growth.

In 2001, LVMH bought most of Fendi's stake and planned a detailed global development blueprint for the brand, enabling Fendi stores to grow rapidly from 2 to 196 in 10 years.

After 2012, Fendi's performance has been increasing rapidly in the past five years, and now it has entered the 1 billion dollar club.

During the period, Fendi, including physical stores, e-commerce sites, The Inn Boutique and other comprehensive brand experience has been greatly improved, and has made leaps and bounds in products, including explosive bag.

Business has become a strong driving force for brand growth.

In 2013, Fendi catered to the trend of minimalism and removed the Logo elements. Sales increased significantly, up 20% over the same period.

Today, Fendi has successfully converted from high-end fur brands to genuine luxury brands, making Peekaboo handbags priced at US $4000 and high-end leather products at the top of the trend become popular brands.

In addition, Fendi continues to extend to the lifestyle area, such as the brand Palazzo Fendi opened in Rome, consisting of a The Inn Boutique and Zuma restaurant.

At the same time, Fendi spent a lot of efforts to build the brand's history and culture, including strengthening the connection between the brand and Italy culture, adding the words of Rome into the brand Logo, and moving the brand headquarters to the Palazzo della Civilta Italiana, a long abandoned historical building.

Recently, Fendi has also entered into cooperation with Rimowa, a German luggage and bag brand. On the one hand, it has entered the field of lifestyle, and on the other hand, it has further conquered the minds of young consumers.

Since the beginning of this year, Fendi has continued to become younger and even more bold. It not only grasps the mature consumers who focus on luxury attributes, but also is constantly cutting into the consuming groups of young consumers.

Needless to say, Fendi has become the biggest beneficiary of the bursting effect, but this is not the core reason for its growth.

After all, studying the current trend can create a temporary burst effect, but extending the duration of the bursting effect depends on the depth of the brand's own culture.