Fendi Announces The Return To "Super High-End". What Is It Going To Do This Time?

Italy luxury brand Fendi's CEO Pietro Beccari recently announced that the brand will return to the "ultra high end" positioning, with annual sales exceeding 1 billion euros.

Founded in Rome in 1925, it is currently affiliated with LVMH group. This year, the brand is 90th anniversary, and the brand name is also changed from FENDI to Fendi Roma.

The company plans to highlight the brand's Italy lineage by investing heavily (especially in Rome).

At present, Fendi has 200 direct outlets worldwide, of which 11 are located.

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CEO said, "return to"

Another core step of positioning strategy is to integrate traditional retail mode and online sales.

Fendi has recently opened online sales in Europe, Japan and the United States.

He said that if online salesmen can successfully help a customer to buy Fendi products online, the company will pay the same Commission as the employee.

After repositioning, handbags and accessories for flagship products will be highlighted in the category of luxury goods.

To this end, Fendi held the first custom fashion show called "fashion fur Fashion furs" in Paris in July last year, and was led by Karl Lagerfeld, the brand dress design director.

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Chevignon's brand includes Conquest.

The brand launched a cowboy costume Series in the 90s of last century.

Then it was frozen to date.

The company is now preparing to re launch the stage. A capsule series will be launched this winter.

But for the time being, it is still only a sub card form.

Conquest will launch a complete denim series next spring as part of Chevignon's overall product.

In particular, this series will also launch a perfume with the same name, which is specially designed by Bogart group, a brand licensed perfume operator.

Bogart group has been a partner of Chevignon since the 90s of last century.

Chevignon launched Conquest to target younger consumers than existing Chevignon consumers, about 25 to 35 years of age.

Chevignon President Eric Venel said, "the average age of our customers is 36 years old, but three years ago it was 39 years old.

The average age of the consumers is relatively young, only 30 years old.

He stressed that goals are not aimed at teenagers.

Chevignon's positioning for Conquest is tailored for "midnight cowboy, young family, city city, free family". Its products are mainly urban leisure style and authentic material (cotton wool, Dan Ning hair, leather, fine leather, etc.).

Like all Chevignon products, Conquest brand is also fully responsible for Yoann Le Creurer, the company's artistic director.

The matching perfume also hopes to cater for this feature, which is "breathtaking and refreshing. The keynote is the masculine smell full of woody fragrance".

The bottle body shows mechanical and musical elements.

Nicolas Dewitte Dewitte, deputy general manager of Bogart group, said that the cooperation between Chevignon and Bogart group currently includes 7 perfumes, with sales of 150 thousand bottles, of which 15% comes from the French market.

The total annual turnover of these fragrances in recent ten years is about 10 million euros.

Conquest series and the same name perfume will be sold at the same time in France and abroad, especially in Columbia and China, which have a high share of Chevignon market.