Josephine

As marketing and branding students visiting the Fendi store in Rome enabled us to fully understand the luxury market and how they can target their consumers. In particular it demonstrated to us the ethos and  detailed workmanship that goes into every garment and accessories they make. The head of Fur at Fendi gave us an interesting and insightful talk about the workmanship that goes into everyone of their famous fur coats. She showed us beautiful drawings by Karl Lagerfeld and the interesting process from illustration to garment.

 We were then given the privilege of trying the luxurious coats on ourselves. After the excitement of trying on the coats (ranging from 11-120,000 Euro!) we were shown some of their accessories, in particular their famous ‘Peekaboo bag’. They explained that their price tag is insignificant to their  well-off consumers but allure them in by using a waiting list in which a person may have to wait several months before they can have their own customised Peekaboo bag. This, creates  a sense of status and superiority to the brand and the product itself. Additionally, the guided tour around Fendi also taught us about the heritage of Fendi and about the  beautiful and grand building itself, which at the time, really helped us with our Barbour project, demonstrating the importance of heritage within a brand and how it can be developed within different markets in order to attract their target consumer.