In 1918, Fendi started her fashion business in a corner of the Piazza Venezia in Rome (Merlo & Perugini, 2015). Fendi had been motivated by the ancient craftsmanship practices of Roman master saddlers to launch her leather workspace. She married Eduardo 7 years later, and they started a small boutique just beside the door (Okonkwo, 2016). Earlier in between 1931 and 1940, Fendi had five daughters Franca, Carlas, Paola, Alda as well as Anna (Merlo & Perugini, 2015). These five sisters became the pillar of continuing the brand in the later stage of the business when they grew up. The company is known for offering a line of ready-to-wear; this is tailored for women that appreciate having a fur and purse that match their dresses. The company is also known for shoes that are produced by Diego Della Valle. The fabrics they use majorly include furs and leather products.
Upon the death of Adele in 1978, each of the five Fendi daughters took charge of every department of the business (Merlo & Perugini, 2015). Paola took over the furs part, Anna concentrated on the leather gods, Franca dealt with customer relations, Carla organized the business and Alda was in charge of the sales. This considerably extended the business so that they opened more stores and boutiques globally (Okonkwo, 2016). It reached a time that they also produced sweaters, home decors, handbags, men’s perfumes and ready-to-wear products, thus increasing their popularity.
Delegate your assignment to our experts and they will do the rest.
In conclusion, the brand became popular because of their stylish product line of ready-to-wear goods. The coordination of the five sisters in running the business as well as their strategic partnerships pushed the business further. The Fendi’s ensured the running and continuity of the business by empowering their daughters who later also equipped their children (Merlo & Perugini, 2015). Silvia Venturini Fendi (who is the daughter of Anna) ruled the Rome’s social scene and managed Fendi’s trunk shows that caused the business to boom further as concerns international travel and social events.
References
Merlo, E., & Perugini, M. (2015). The revival of fashion brands between marketing and history: The case of the Italian fashion company Pucci. Journal of Historical Research in Marketing , 7 (1), 91-112.
Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques . Springer.
