Fendi is an Italian luxury fashion house, and it produces fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces, and accessories. Fendi was founded in 1925 in Rome and is famous for fur and fur accessories. Fendi is also known as Fendi Casa, casa term reflects on housing in ancient languages, and Fendi is also referred to as House Of Fendi. Adele and Edoardo Fendi launched Fendi, and they started it as a fur and leather shop. After 1946, Fendi is joined by Five sisters and has revolutionized Fendi over the years.
Since 2001, Fendi has become a global, multinational luxury fashion brand and is a member of the LVMH group. However, since being a member of the LVMH group, Fendi has its creative control over the products and accessories and has its chief designers for different products. Karl Lagerfeld is the creative director for fur and RTW, Silvia Venturini Fendi is the Creative Director for Accessories & Men’s. At the same time, Pietro Beccari is currently the Chairman & CEO of Fendi Casa.
The theme of Fendi Casa is carefully designed for its elite class customers. The theme of their products, accessories, items, and even the website is very classy and gives a costly impression for middle-class individuals. Their advertisement style is also different, and they don’t follow funky or colorful, dancing tactics.
After analyzing the history of Fendi Casa, a conclusion can be obtained that they have come a long way to get to the point where they are today. The biggest secret of their success is that the Fendi family, over the generations, have worked together, and different members of the family have used their expertise very well to collaborate and make Fendi a successful phenomenon. Fendi targeted the elite class of successful countries and focused on designing products for only that specific class. However, if a comparison is made with Ralph Lauren Corporation, a common person, after looking at the net worth of € 800 million, may think that Fendi has a lot of work to do. But, since LVMH owns the 40.9% shares of Fendi and has 59% of voting rights, they are in safe hands.