The story of Fendi began in 1925. In Rome, Via del Plebiscito an unskilled laborer floor, Edoardo and Adele Fendi handbags and fur. After World War II, the company began its expansion. Five sisters-Paola, Anna, Franca, Carla and Alda Fendi in 1946 to join the family business. Today, Fendi continues to shock the fashion innovative design.
Fendi brand specializing in the production of high-quality fur products, first held in 1955, Fendi fashion show. Then the company has grown, and business scope expanded to knitwear, swimwear, clothing and other lower price category, and even developed the jewelry, men’s perfume, but still its Fendi brand fur apparel in the fashion world renowned . One of its founders after the death of Eduardo Fendi, founded by her five daughters to join operation.
In 1962, Fendi employed by the company famous for its German-born designer Karl Lagerfeld brand designers, Lagerfeld dramatic Fendi brand clothing design so that access to global fashion industry attention and praise, Lagerfeld and Finland Di co-operation in order to identify pairs of F for the mixed series of letters, following the double C Chanel French letters, double G Gucci of Italy, after the letters, but also a fashion consciousness while everybody else is the two-letter symbol.
Lagerfeld to innovate on the fur processing, such as dealing with the real animal fur into effect with the appearance of imitation fur; in fur fabric marked with a large number of small holes in order to reduce the weight of coats easy to wear; the colorful fur dyeing processing. Its innovative design also includes water for mink coats for trim denim fabric, choose, such as squirrel skins, snow mink fur and so on are very bold design.
Fendi fur installed in the early nineties introduced a negative to a positive for the whole fur coat on both sides of mesh fabric to protest against the prevailing anti-fur campaign apparel. 93/94 autumn and winter, Fendi brand re-launch of folding into a zipper-like packets and long fur coat. Fendi sisters, as the company’s executives also intends to change the past, people regard as a high-end luxury fur garments traditional concepts, so that the brand Fendi fur clothing is more to life, civilian-oriented, fashion-oriented, approached more consumers.
Operating strategy, Fendi license the use of business methods developed, such as jewelry, gloves, pens, lamps, glasses and perfume, so that the brand Fendi intangible assets are fully utilized.