Shortly after World War I, Adele Casagrande opened a fur store in Rome called "leather fur store", which later became famous as Fendi. Fendi started as a family business focused on fur garments. When the second generation of five daughters joined, Fendi successfully expanded internationally. Now in its third generation under Silvia Venturini Fendi, Fendi has become a popular symbol of fashion in Milan with over 80 years of history. Fendi is known for high quality leather handbags and fur clothing that launched new trends, and its iconic "double F" logo.
Donatella Versace has led the Versace fashion empire since her brother Gianni Versace's death in 1997. She oversees numerous fashion lines under the Versace brand name and serves as the creative director. Through celebrity partnerships and lavish events, Donatella has helped maintain Versace's reputation as a leader in high fashion. She owns 20% of the Versace stock and continues to drive the brand's success globally.
Hermes is a French luxury goods company founded in 1837. It started as a harness and saddle maker and expanded into leather goods, perfumes, watches, and fashion. Some iconic Hermes products include the Birkin and Kelly bags. The brand emphasizes craftsmanship, quality, and tradition. It maintains an exclusive image through limited quantities, waiting lists, and avoiding celebrity endorsements. Going forward, Hermes plans to focus on ultra-luxury products and expanding its existing stores while controlling growth.
Guerlain is a luxury perfume and cosmetics company founded in 1828 in Paris. It has grown to be a major international brand with a turnover of 374 million euros. Some of their most popular products are Terracotta, a unique bronzing makeup, and Idylle perfume, created in 2009 with a floral harmony. The company has a long history and is still owned by members of the Guerlain family.
This document summarizes British fashion from 1050 to the early 19th century through detailed descriptions and images of clothing from each time period. It discusses the basic tunics, mantles, and leggings worn in the 11th-15th centuries and the transition to fitted doublets, breeches, and elaborate ruffs in the 16th-17th centuries. Women's dresses evolved from simple tunics to structured gowns with wide skirts and tall hairstyles. By the 18th century, men wore tailored coats and waistcoats while women's fashions emphasized sackback dresses and side hoops under full skirts. The document provides a comprehensive overview of changing styles and silhouettes across British fashion history
This document provides a brief overview of fashion trends and events from the 1920s to the 2000s. Each decade is summarized, including notable fashion designers, public reactions to styles, and influential events of the time. Major trends are identified, such as flapper dresses and short hair in the 1920s, soft fabrics and bias cuts in the 1930s, and jeans and miniskirts becoming popular in the 1960s. The document traces how fashion evolved alongside social and technological changes over the past 100 years.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
Shortly after World War I, Adele Casagrande opened a fur store in Rome called "leather fur store", which later became famous as Fendi. Fendi started as a family business focused on fur garments. When the second generation of five daughters joined, Fendi successfully expanded internationally. Now in its third generation under Silvia Venturini Fendi, Fendi has become a popular symbol of fashion in Milan with over 80 years of history. Fendi is known for high quality leather handbags and fur clothing that launched new trends, and its iconic "double F" logo.
Donatella Versace has led the Versace fashion empire since her brother Gianni Versace's death in 1997. She oversees numerous fashion lines under the Versace brand name and serves as the creative director. Through celebrity partnerships and lavish events, Donatella has helped maintain Versace's reputation as a leader in high fashion. She owns 20% of the Versace stock and continues to drive the brand's success globally.
Hermes is a French luxury goods company founded in 1837. It started as a harness and saddle maker and expanded into leather goods, perfumes, watches, and fashion. Some iconic Hermes products include the Birkin and Kelly bags. The brand emphasizes craftsmanship, quality, and tradition. It maintains an exclusive image through limited quantities, waiting lists, and avoiding celebrity endorsements. Going forward, Hermes plans to focus on ultra-luxury products and expanding its existing stores while controlling growth.
Guerlain is a luxury perfume and cosmetics company founded in 1828 in Paris. It has grown to be a major international brand with a turnover of 374 million euros. Some of their most popular products are Terracotta, a unique bronzing makeup, and Idylle perfume, created in 2009 with a floral harmony. The company has a long history and is still owned by members of the Guerlain family.
This document summarizes British fashion from 1050 to the early 19th century through detailed descriptions and images of clothing from each time period. It discusses the basic tunics, mantles, and leggings worn in the 11th-15th centuries and the transition to fitted doublets, breeches, and elaborate ruffs in the 16th-17th centuries. Women's dresses evolved from simple tunics to structured gowns with wide skirts and tall hairstyles. By the 18th century, men wore tailored coats and waistcoats while women's fashions emphasized sackback dresses and side hoops under full skirts. The document provides a comprehensive overview of changing styles and silhouettes across British fashion history
This document provides a brief overview of fashion trends and events from the 1920s to the 2000s. Each decade is summarized, including notable fashion designers, public reactions to styles, and influential events of the time. Major trends are identified, such as flapper dresses and short hair in the 1920s, soft fabrics and bias cuts in the 1930s, and jeans and miniskirts becoming popular in the 1960s. The document traces how fashion evolved alongside social and technological changes over the past 100 years.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
fashion of 1960s The 1960s featured a number of diverse trends. It was a decade that broke many fashion traditions, mirroring social movements during the time. In the middle of the decade, culottes, go-go boots, box-shaped PVC dresses and other PVC clothes were popular.
In this project, I worked with a group to create a buying plan for the shoes department of Zara. We analyzed up and coming trends for footwear and looked to see how those trends could further expand the ZARA shoe market.
Cashgate Scandal Malawi:Introduction On Fashion And Designing Concepts In Fas...Joseph Jacob Esther
The short answer is yes. The extraordinary success of Karl Ove Knausgård and Elena Ferrante in recent years is proof that fiction from other lands has a global following. Last year a new report from Literature Across Frontiers (LAF) finally put some figures on this. The statistics show a steady growth of literary translations over the past two decades, both in absolute numbers and as a share of the whole. The number of literary translations into English grew by two-thirds between 1990 and 2012, accounting for a peak of 5.23% of the whole in 2011 against an average of just 3%. Specialist foreign-fiction publishers, such as Quercus, Pereine and Pushkin, have all sprung up in the past decade or so.
Prada is a luxury brand founded in 1913 in Milan, Italy that sells leather goods, clothing, and accessories. It operates in over 70 countries through directly operated stores and franchises. The company aims to represent Italian culture through sophisticated yet innovative designs and uncompromising quality. Creativity and craftsmanship are prioritized to produce high-end products that establish new fashion trends. Prada also supports art and culture through exhibitions and collaborations to cultivate its image and brand identity.
Prada was established in 1913 by Mario Prada, specializing in luxury leather goods. Prada aims to create fashion through careful observation of the world and interaction with different cultures. Prada targets affluent customers seeking high quality, innovative goods. It positions itself through sophisticated, trendsetting materials and manufacturing. While Prada has an e-store and engages on social media, it has room for growth in digital marketing compared to competitors like Louis Vuitton and Burberry. Prada's brand strategy includes developing an app, enhancing its e-store, increasing social media activity, and implementing search engine marketing.
Coco Chanel was a pioneering French fashion designer who founded the Chanel brand. She liberated women from restrictive corseted silhouettes popular in the early 20th century by introducing more casual and comfortable styles using fabrics like jersey. Some of Chanel's most influential designs include the little black dress, the Chanel suit, quilted handbags, costume jewelry, and the iconic Chanel No. 5 perfume. Chanel revolutionized fashion by making pants and simple styles acceptable for women. Today, Chanel remains one of the top luxury brands in the world under the creative direction of Karl Lagerfeld.
Manish Arora is an Indian fashion designer known for his bold use of color and intricate craftsmanship. He studied at the National Institute of Fashion Technology in New Delhi. Arora launched his own label in 1997 and has since shown collections around the world. He is renowned for fusing traditional Indian techniques with unconventional designs. Arora has also collaborated with numerous brands. He was appointed creative director of Paco Rabanne in 2011.
The document provides an introduction and biography of fashion designer Alexander McQueen. It summarizes his early life and training in bespoke tailoring on London's Savile Row. It describes his explosive debut collections in the 1990s that gained him recognition. McQueen was appointed as creative director of Givenchy from 1996 to 2001 but struggled to reconcile his vision with the heritage brand. After leaving Givenchy, McQueen founded his own global fashion house and produced highly creative runway shows that blurred the lines between fashion and art. The document outlines his rise to international fame before his untimely death in 2010.
This document provides information about the luxury fashion brand Giorgio Armani. It discusses Armani's position as a leading fashion house in Europe, its brand extension model, competitors like Yves Saint Laurent and Gucci, and the tendency of market growth in the luxury fashion sector. The document also summarizes Armani's market share, revenues over time which have increased from $209 million in 1985 to $1.6 billion in 2005, and its diverse product portfolio. Additionally, it performs a SWOT analysis of Armani and discusses its target demographics including business class, higher income groups, and celebrities. The one-year marketing campaign focuses on new segments, distinctive products, emerging Asian markets, and
PRESENTATION ON BRAND PORTFOLIO VIVIENNE WESTWOODPOOJA
This presentation covers:
Below are the majorly covered points:
1) About the brand.
2)Target customers and competitors.
3)Brand identity and portfolio
4)Flanker brand portfolio theory.
5) Brand architecture
Gabrielle "Coco" Chanel was a French fashion designer who created timeless clothing designs still popular today. She grew up poor and was sent to an orphanage at age 12 after her mother died. As a young woman, she worked as a singer and began an affair with a wealthy man who financed her first hat shop in Paris. She went on to found the Chanel fashion house and revolutionized women's fashion with her designs of simple, elegant suits and the iconic little black dress. Some of her other major works included the Chanel No. 5 perfume, which became hugely popular. Chanel found great success but also faced controversy when she had relations with Nazi Germany during World War II. She made a famous
Basics Fashion Design 02: Textiles and FashionNaheed Karimi
All fashion designers must have an understanding of fabrics and what their properties are to allow them to choose the right fabric for their designs. Basics Fashion Design 02- Textiles and Fashion by Jenny Udale is a guide to the use of textiles within fashion design.
Fashion Development Process: Fashion Life Cycle, The Theory of Shifting Erogenous Zones, Recurring Fashion Cycle, Pendulum Swing of Fashion, Wave Dynamics, Fashion Diffusion Process, S-Curve of Fashion
This document summarizes fashion trends from the 1960s to the 1990s. In the 1960s, known as the "Flower Power Era", trends included bell bottom jeans, tie-dye shirts, short dresses, and go-go boots inspired by the hippie movement. Iconic figures included Jackie Kennedy and Twiggy. In the 1970s, influenced by increased global travel and the disco craze, polyester became popular for tight, shiny clothes. Punk fashion also emerged. The 1980s were defined by excess and materialism with bright, psychedelic patterns and big hair. Designers like Chanel embraced the eccentric styles. Minimalism and neutral colors became popular in the 1990s, along with g
The document discusses the history and evolution of menswear from the early 20th century to present day. Key trends over time included the establishment of the basic business suit components by 1900-1920, the popularity of trench coats and English drape suits in the 1930s, and the influence of war and sports on fashion in the 1940s-1950s such as the Eisenhower jacket and continental suit. The document also outlines major Indian menswear brands such as Park Avenue, Allen Solly, Reid & Taylor, and Turtle as well as brands' product categories and positioning in the market.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
fashion of 1960s The 1960s featured a number of diverse trends. It was a decade that broke many fashion traditions, mirroring social movements during the time. In the middle of the decade, culottes, go-go boots, box-shaped PVC dresses and other PVC clothes were popular.
In this project, I worked with a group to create a buying plan for the shoes department of Zara. We analyzed up and coming trends for footwear and looked to see how those trends could further expand the ZARA shoe market.
Cashgate Scandal Malawi:Introduction On Fashion And Designing Concepts In Fas...Joseph Jacob Esther
The short answer is yes. The extraordinary success of Karl Ove Knausgård and Elena Ferrante in recent years is proof that fiction from other lands has a global following. Last year a new report from Literature Across Frontiers (LAF) finally put some figures on this. The statistics show a steady growth of literary translations over the past two decades, both in absolute numbers and as a share of the whole. The number of literary translations into English grew by two-thirds between 1990 and 2012, accounting for a peak of 5.23% of the whole in 2011 against an average of just 3%. Specialist foreign-fiction publishers, such as Quercus, Pereine and Pushkin, have all sprung up in the past decade or so.
Prada is a luxury brand founded in 1913 in Milan, Italy that sells leather goods, clothing, and accessories. It operates in over 70 countries through directly operated stores and franchises. The company aims to represent Italian culture through sophisticated yet innovative designs and uncompromising quality. Creativity and craftsmanship are prioritized to produce high-end products that establish new fashion trends. Prada also supports art and culture through exhibitions and collaborations to cultivate its image and brand identity.
Prada was established in 1913 by Mario Prada, specializing in luxury leather goods. Prada aims to create fashion through careful observation of the world and interaction with different cultures. Prada targets affluent customers seeking high quality, innovative goods. It positions itself through sophisticated, trendsetting materials and manufacturing. While Prada has an e-store and engages on social media, it has room for growth in digital marketing compared to competitors like Louis Vuitton and Burberry. Prada's brand strategy includes developing an app, enhancing its e-store, increasing social media activity, and implementing search engine marketing.
Coco Chanel was a pioneering French fashion designer who founded the Chanel brand. She liberated women from restrictive corseted silhouettes popular in the early 20th century by introducing more casual and comfortable styles using fabrics like jersey. Some of Chanel's most influential designs include the little black dress, the Chanel suit, quilted handbags, costume jewelry, and the iconic Chanel No. 5 perfume. Chanel revolutionized fashion by making pants and simple styles acceptable for women. Today, Chanel remains one of the top luxury brands in the world under the creative direction of Karl Lagerfeld.
Manish Arora is an Indian fashion designer known for his bold use of color and intricate craftsmanship. He studied at the National Institute of Fashion Technology in New Delhi. Arora launched his own label in 1997 and has since shown collections around the world. He is renowned for fusing traditional Indian techniques with unconventional designs. Arora has also collaborated with numerous brands. He was appointed creative director of Paco Rabanne in 2011.
The document provides an introduction and biography of fashion designer Alexander McQueen. It summarizes his early life and training in bespoke tailoring on London's Savile Row. It describes his explosive debut collections in the 1990s that gained him recognition. McQueen was appointed as creative director of Givenchy from 1996 to 2001 but struggled to reconcile his vision with the heritage brand. After leaving Givenchy, McQueen founded his own global fashion house and produced highly creative runway shows that blurred the lines between fashion and art. The document outlines his rise to international fame before his untimely death in 2010.
This document provides information about the luxury fashion brand Giorgio Armani. It discusses Armani's position as a leading fashion house in Europe, its brand extension model, competitors like Yves Saint Laurent and Gucci, and the tendency of market growth in the luxury fashion sector. The document also summarizes Armani's market share, revenues over time which have increased from $209 million in 1985 to $1.6 billion in 2005, and its diverse product portfolio. Additionally, it performs a SWOT analysis of Armani and discusses its target demographics including business class, higher income groups, and celebrities. The one-year marketing campaign focuses on new segments, distinctive products, emerging Asian markets, and
PRESENTATION ON BRAND PORTFOLIO VIVIENNE WESTWOODPOOJA
This presentation covers:
Below are the majorly covered points:
1) About the brand.
2)Target customers and competitors.
3)Brand identity and portfolio
4)Flanker brand portfolio theory.
5) Brand architecture
Gabrielle "Coco" Chanel was a French fashion designer who created timeless clothing designs still popular today. She grew up poor and was sent to an orphanage at age 12 after her mother died. As a young woman, she worked as a singer and began an affair with a wealthy man who financed her first hat shop in Paris. She went on to found the Chanel fashion house and revolutionized women's fashion with her designs of simple, elegant suits and the iconic little black dress. Some of her other major works included the Chanel No. 5 perfume, which became hugely popular. Chanel found great success but also faced controversy when she had relations with Nazi Germany during World War II. She made a famous
Basics Fashion Design 02: Textiles and FashionNaheed Karimi
All fashion designers must have an understanding of fabrics and what their properties are to allow them to choose the right fabric for their designs. Basics Fashion Design 02- Textiles and Fashion by Jenny Udale is a guide to the use of textiles within fashion design.
Fashion Development Process: Fashion Life Cycle, The Theory of Shifting Erogenous Zones, Recurring Fashion Cycle, Pendulum Swing of Fashion, Wave Dynamics, Fashion Diffusion Process, S-Curve of Fashion
This document summarizes fashion trends from the 1960s to the 1990s. In the 1960s, known as the "Flower Power Era", trends included bell bottom jeans, tie-dye shirts, short dresses, and go-go boots inspired by the hippie movement. Iconic figures included Jackie Kennedy and Twiggy. In the 1970s, influenced by increased global travel and the disco craze, polyester became popular for tight, shiny clothes. Punk fashion also emerged. The 1980s were defined by excess and materialism with bright, psychedelic patterns and big hair. Designers like Chanel embraced the eccentric styles. Minimalism and neutral colors became popular in the 1990s, along with g
The document discusses the history and evolution of menswear from the early 20th century to present day. Key trends over time included the establishment of the basic business suit components by 1900-1920, the popularity of trench coats and English drape suits in the 1930s, and the influence of war and sports on fashion in the 1940s-1950s such as the Eisenhower jacket and continental suit. The document also outlines major Indian menswear brands such as Park Avenue, Allen Solly, Reid & Taylor, and Turtle as well as brands' product categories and positioning in the market.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Indagine sugli hotel indipendenti in Italia e la loro relazione con i mezzi d...ZeCle
Dopo molti mesi trascorsi a cercare di comprendere le necessità dei nostri clienti, rendendoci conto della mancanza di informazione sul segmento degli hotel boutique, con charme e indipendenti, abbiamo deciso di realizzare in prima persona uno studio per cercare di scoprire il loro stato attuale e la loro relazione con i mezzi digitali. A un primo studio realizzato sul territorio spagnolo, è seguita questa seconda indagine rivolta all'universo degli hotel italiani. Grazie al contributo di enti regionali, associazioni e singoli hotel, siamo riusciti a produrre questo report che condividiamo con voi.
Dokumen tersebut membahas tentang faktor-faktor yang mempengaruhi kadar hemoglobin dalam darah, nilai referensi kadar hemoglobin normal, metode sianmethemoglobin untuk mengukur kadar hemoglobin, dan dampak kelebihan maupun kekurangan kadar hemoglobin pada masa pertumbuhan.
Este documento proporciona consejos sobre cómo comprar chaquetas de alta calidad de moda. Discute varias opciones de chaquetas para hombres y mujeres de marcas como Moncler, Columbia y Fendi. También destaca las cualidades de diseño de algunas chaquetas, como el uso de colores brillantes y tratamientos que mantienen la ropa seca y protegida contra salpicaduras.
La imagen muestra varios artículos de moda de diferentes marcas como Fendi, Armani, Mango, Uterqüe, BCBG Max Azria, Louis Vuitton y Paperblanks. El texto brevemente describe la tendencia actual del patchwork, que combina estampados llamativos y retales de tela de colores para crear un efecto collage.
LVMH es un conglomerado multinacional francés dueño de más de 60 marcas de lujo como Louis Vuitton, Dior y Hennessy. Opera en cinco sectores que incluyen vinos y licores, moda, perfumes, relojes y minoristas selectos. Con sede en París, LVMH vende sus productos a nivel mundial a través de tiendas propias y departamentales en más de 2,400 tiendas alrededor del mundo.
Karl Lagerfeld es uno de los diseñadores de moda más influyentes del siglo XX. Nacido en Alemania en 1933, emigró a París a los 14 años donde comenzó su carrera en la moda. Trabajó para varias casas de moda y fundó su propia marca en los 80. En 1983 se convirtió en el director creativo de Chanel donde renovó la marca. Además de diseñar, Lagerfeld también se dedica a la fotografía y es conocido por su estilo excéntrico.
Retail Management project choosing a selected store of our choice and analysing it in order to propose new ideas to better it so that it can compete alongside it's competitors
Coco Chanel fue una influyente diseñadora de moda francesa del siglo XX. Tuvo una infancia difícil y fue huérfana. Más tarde, trabajó como modista y cantante antes de abrir su propia tienda de moda en París. Se hizo famosa por sus diseños simples y cómodos pero elegantes. También lanzó el popular perfume Chanel No. 5. A pesar de su éxito, su reputación se vio afectada durante la Segunda Guerra Mundial. Siguió innovando en la moda hasta su muerte.
- The document provides an overview of Michael Kors as a global luxury lifestyle brand founded in 1981 by American fashion designer Michael Kors.
- It describes the company's product lines including clothing, accessories, watches, jewelry, eyewear, and fragrances/beauty products ranging in price from $20 to $3,995.
- Key products discussed are handbags, shoes, and watches which are part of the Michael Kors Collection and more affordable MICHAEL Michael Kors collection.
The document provides an analysis of Prada's brand strategy. It begins with a brief history of the brand from its founding in 1913 to its expansion globally in the 1990s under Miuccia Prada. It then performs a SWOT analysis, identifying strengths such as a loyal audience and global store presence, weaknesses like high reliance on leather goods, opportunities like growth in Asian markets, and threats from competitors. Finally, it proposes three strategic recommendations: expanding further into high-growth markets, enhancing its digital and online presence, and pursuing co-branding or product alliances with other fashion brands.
Fashion designing is the art of applying design and aesthetics to clothing and accessories. It is influenced by various cultural and social factors and has varied over time and place. Some of the top fashion designers in the world include Valentino Garavani, Tom Ford, Betsey Johnson, Domenico Dolce and Stefano Gabbana, and Stella McCartney. Fashion also has a large industry in India, with top Indian designers being Ritu Beri, Rohit Bal, Rina Dhaka, Manish Malhotra, and Abu Jani and Sandeep Khosla. Fashion is showcased through important fashion shows, represented by famous brands, and brought to the public through magazines
2. FENDI
1926 oggi
Apertura della 1° boutique
a Roma
1° Brand con atelier
all’interno della boutique
di pelletteria e pellicceria
1965
Karl Lagerfeld entra
nel team creativo
persperimentare
nuove tecniche
di lavorazione pelle
1985
Karl Lagerfeld
realizza il nuovo logo
con la FFche diventerà
icona del marchio
Marchio riconosciuto
a livello mondiale
perla sua cura del dettaglio
e sperimentazione
4. FENDIBoutique Milano -via Montenapoleone
2 piani
Piano terra:
Pelletteria in saldo,
nuova collezione
e pochi punti display
Primo piano:
4 stanze,divise per
tipologia di prodotto
5. FENDIPiano terra
Displayverticali perle borse più
pregiate con elementi da supporto
come mani in legno.
Anticipo di prodotti che si possono
visionare al piano superiore
(tipo stole & scarpe)
SKU 30(sulle pareti)
Massificazione
dei prodotti in saldo
in particolare oggetti
di piccola pelletteria
SKU 50
6. FENDI
L’attenzione è sulla parete di Baguette,borsa iconica di Fendi.La parete è formata da migliaia
aghi dorati,li stessi aghi usati perla lavorazione della pelle.La parete è uguale in tutto il mondo,
con 21 SKU. Nella stanza abbiamo un totale di 30/40 SKU con in quanto ci sono anche teche sia
peri gioielli,che peraltri accessori .Percepiamo dal manichino in fondo,cosa troveremo.
Primo piano - stanza 1 - Baguette
7. FENDIPrimo piano - stanza 2 - readytowear
In ogni ambiente troviamo l’arredamento firmato Fendi
con lampadari Fontana,e quadri con gli schizzi storici di
Karl Lagerfeld:il dualismovive negli ambienti.
Layouta isola con prodotto appeso 1x1.I punti focali
dividono peroccasioni d’uso alternatiti da accessori
talvolta inseriti in teche come fossero gioielli.SKU 30
8. FENDIPrimo piano - stanza 3 - shoes
La stanza è penalizzata dal periodo di saldi,infatti perogni modello abbiamo da 2 a 3 scarpe.
Il layoutè a isola con al centro divani perprovare il prodotto.Supporti e mensole in ottone con
giochi di luce sui profiliverticali e orizzontali delle pareti.
9. FENDIPrimo piano - stanza 4 - pelletteria da personalizzare
La stanza più piccola del negozio,perché la più esclusiva:è adibita perla personalizzazione della
propria borsa,dal colore al tipo di pelle fino al manico. Displayverticali e un punto focale nella
parete centrale con le trame e le pelli più prestigiose. Layouta isola con una scrivania dove
potersi accomodare perla scelta dei materiali
10. FENDIPrimo piano - stanza 4 - pelletteria da personalizzare
Ogni 3 borse troviamo un minimo di 4/5 portafogli e accessori,perché lavendita di una borsa è
legata a tutti i suoi accessori.Le mani sono ricorrenti nella boutique.SKU 30
11. FENDIElementi boutique
Colori:
nero,oro e ocra come i monumenti di Roma al tramonto
Supporti:
mensole e alzatine in ottone,mani in legno
Teche:
invetro con prodotti di prestigio
Arredamento:
pezzi storici e moderni
Luci:
Forte gioco di luce peresaltare il prodotto
Stanze:
5 stanze(dalla più grande alla più piccola perprestigio)
12. FENDILa Rinascente - borse e accessori
In Rinascente l’area Fendi è una penisola stretta e lunga 4x8m
Predomina il nero sull’oro,ma gli elementi sono coerenti con
la boutique.Qui il prodotto perquanto inserito in teche o
piani in ottone ha meno aria,quindi si percepisce
massificazione del prodotto che sembra perdere ilvalore dato
in boutique
13. FENDILa Rinascente - borse e accessori
Elementi coerenti con i displaydella boutique.
Purtroppo in un’area così piccola abbiamo esposto
un minimo di 40/50 SKU
14. FENDILa Rinascente - shoes
L’area Fendi shoes in Rinascente è una penisola tra due altri corner.Si sviluppa in orizzontale
6x4m.Predomina il colore beige e il marmo,meno usato in boutique,come i rivestimenti delle
pareti che sono fuori dagli elementi coerenti.Persino l’insegna è in ottone,invece che in oro.
Al momento dei saldi abbiamo presenti 80 SKU
15. FENDILa Rinascente - shoes
I supporti sono gli stessi presenti in boutique ma la luce piatta e uguale su tutta l’area,non
valorizza il prodotto.
16. FENDILa Rinascente - shoes
La presenza di modelli anche di
stagioni diverse massifica
ulteriormente il displaygià colmo di
prodotto
In questo contesto,tra materiali non del tutto coerenti alla boutique e la massificazione,è la
luce che fa un’enorme differenza,togliendo emotività al prodotto,quasi fosse senza anima.
17. FENDIBiffi
Da Biffi perdiamo interamente l’identità di marca,e quindi il suovalore,affiancandolo a
diversi brand,senza coerenza espositiva.Abbiamo pochi SKU(15-20)che però sparsi qua e là si
perdono nella massa.
