Handcrafted Technology

Giuseppe Palaia - IED studentFashion Marketing and Communication - Florence 2011

Fan di FENDIApplication

• Prove as Technological changes swarmed into luxury brand

• Iphone application as marketing tool in order to display products

• Communication strategies also is effected by an application

Objectives

The aim of our analysis is to offer an innovative approach to

luxury product experience, based on technological advancement,

particularly an application specializing in Fendi bags. There are

two reasons for an Italian brand, such as Fendi, to be chosen as a

case study for this project. First of all, the company has not

developed an Iphone application yet. Secondly, the brand values

are craftsmanship and design, which means that they efficiently

combine technology and heritage in a high quality luxury

product. Generally speaking the project, as we are going to

explain in the following pages, can be used by several companies

in the high end market because it reflects the attitude and the

way technology has to be used to reach a specific target.

Focus on Fendi

• It will allow customers to purchase products

from Fendi catalogue.

Focus on Fendi

The application will be designed to serve

two major purposes:

• Provide the opportunity to create their own

bag, choosing from the specific range of

colors,shapes and materials, which are used by

this famous Italian brand.

Focus on Fendi

Fendi market analysis

Fendi market analysis

In the 2010 LVMH report it is stated that Fendi experienced growth in present product

categories and expanded its distribution. Hand in hand with the growing success of

Peekaboo, the brand introduced three new lines of leather goods.

In 2010 new stores were opened in such places as Las Vegas, Atlanta and Beverly Hills in the United States,

in Singapore and in Hangzhou, China. The fast recognition of emerging markets in Asia proved to be a

successful strategy for a further expansion of the brand. Fendi will open more stores in China, increasing its

stores from 16 to 20 by the end of 2012.

The new stores will be in tier-one and tier-two cities, including Beijing, Tianjin (east of Beijing),

Shenyang (northeast industrial city), and Guangzhou. Currently Fendi has 65 stores in Asia, yet China

has the greatest expansion potential given emerging new cities that cater to a budding middle class and

where prime real estate sites are still to be found.

Fendi market analysis

Rapid growth in Fendi product variety, such as

leather goods, shoes, accessories and apparel, as

well as an extensive profitability rise in the last

few years show that the brand is striving in the

current luxury market. Today Fendi is not only a

fashion house but it is positioned as a lifestyle

brand. Such goods as bicycles, home collection,

and parfumes are conceived to give the Fendi

idea of sophisticated style, implemented with

the made-in-Italy heritage.

New consumer profileTwenty five to forty five years old

Male and female

Enterpreneurs, young professionals, Fashion media representatives, and M u l t i n a t i o n a l c o r p o r a t i o n s employees

Friendship, Economic indipendence, Individual expression, and self awareness.

Emotionally charged, Passionate and sophisticated

Personal growth and development.

“Being online”

Updated

InterconnectedAvailiableTravel

Job career

New consumer profile

Focusing on Fendi, the bags that they probably like are big bags because they travel all the time. They need space for

their computer, camera, phone, so they probably buy boston or jagger bags. Generally speaking, they are in search of

confort and functinality of bags along with quality and durability. Quality and durability that they also search in

technology, trusting companies such as Apple, the leader in smartphone devices.

Because they are aware about style,

and because it is important for their

job, they may like to give to their

accessories a personal touch.

Quality and durability that they also

search in technology, t rus t ing

companies such as Apple, the leader in

smartphone devices.

In the catalogue section will be display

Fendi big bags, because they are

interesting for our consumer profile

Communication strategies

Communication strategiesThe marketing strategy that will support the launch of the application will include two

steps which are: retail promotion and viral promotion.

• As it was shown in the market analysis, Fendi has a strong retail strategy, particularly in Asia and and United States. Fendi is focusing on entering new markets and territories becoming more and more global brand. By doing that Fendi not only increases sales revenue, but also increases brand awareness world wide.

• In-store strategy will involve production of a brochure, designed in the style of the famous Baguette bag, Fendi application, their view on technologies and craftmanship, heritage, and also what customers can find in the application.

Communication strategies

The viral promotion strenght is that it offers

many possibilities on a one to one basis such as

to convey news or events, product and service

updates and offers, create sales by supporting e-

commerce or drive to store features and to

spread the word about the brand via embedded

social media functions.

Into the Application

PROMOTIONAL VIDEO

FENDI MY BAG Application

Intro image of the ApplicationFendi menu divided in:

Bag catalogue,

Wishlist,

Add to chart

My bag,

Forever Fendi

Boutiques location

Menu

Splash Image

Landscape mode of the menu.

Background and buttons inspired by

Fendi world.

Menu - Landscape mode

FENDI MY BAG ApplicationCATALOGUE Bag Catalogue

In this section users can look at the

Fendi bag catalogue, scrolling it

from the top to the bottom.

Bag Catalogue -Landscape mode

This is the landscape mode

of the bag catalogue. It is

p o s s i b l e t o s c r o l l t h e

catalogue from the top to the

bottom

Bag Catalogue - Bag Detail

In this section it is possible to

get the information of the bag.

Upload it on Facebook, Twitter,

Blogger, Polivore. Add to Chart

or put into the Wishlist.

FENDI MY BAG Application How to make your own bag

My bag - How to choose the color

“My bag” section, users can choose different colors among the Fendi color

Palette. The users can spin the bag at 360 degree, change color of the bag

and see the color in real time. It is also possible to add the bag to the chart

or add it to the wishlist.

My bag - How to choose the shape

The users can choose different shapes among the one provided by Fendi.

Add to Chart and Whislist is also provided.

My bag - How to choose the material

The user can choose different Fendi materials, roman leather or textile to

personalize their bag. Add to chart and Wishlist is provide

• Application as part of an “Engaging game”

• set the rules up in order to get customer satified

• The application brings into Fendi world customers that are not used to buy Fendi products

• Stimulate sales

• Consistency

Conclusion

THE FUTURE ISWHAT WE CREATE TODAY