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TABLE OF CONTENTS HISTORY.... 3 VALUES/PILLARS... 6 FENDI IN THE WORLD.... 7 CREATIONS/CATEGORIES... 8 CELEBRITIES.... 9 FALL WINTER 2012-2013 RUNWAY SHOW.... 11 COLLECTION OVERVIEW... 12 PRODUCT INSPIRATION.... 15 FALL WINTER 2012-2013 EYEWEAR AD IMAGES.... 28 FALL WINTER 2012-2013 POP COLLATERAL.... 30 INSTITUTIONAL DISPLAY MATERIALS.... 31 NOTES.... 32
HISTORY From a family managed business to...a global company for a global brand. 1925 Edoardo and Adele Fendi open a small leather and fur store with its own workshop on Via Del Plebiscito, in Rome. 1946 The five sisters Paola, Anna, Franca, Carla and Alda, begin working for the family business, each in turn bringing with them new energy and ideas. 1965Karl Lagerfeld revolutionizes the concept of fur from a status symbol to a fashionable, soft, light item of clothing. Fur is changed, modeled, redesigned and reinterpreted by experimenting new tanning methods, dyes and varieties and treated fabrics: cut, woven and inlaid. 3
HISTORY 1968 Marvin Traub, President of Bloomingdale s, discovers Fendi s leather goods and introduces them to the United States, opening the first Fendi space in New York. 1970 First fur pret a porter fashion show in Palazzo Pitti, Florence. 1972/76 Fendi s international success continues to grow. 1977 Launch of the first Women s RTW Line by the short film Histoire D Eau, the first time a collection was introduced within a movie clip. 1983 Fendi in Asia - Hong Kong 1985 60 years of business. 20 years with Lagerfeld. Exhibit at National Gallery of Modern Art, Rome. Launch of Womens fragrance. 1989 The first store opens in the US, on 5th Avenue in New York. Launch of the first fragrance for men. Launch of Fendi Casa. 1990 Launch of the Men s RTW line. 1994 Silvia Venturini Fendi is appointed Creative Director for the accessories line. She updates the Selleria line, the range of accessories entirely made by hand. 1997 The year of the Baguette, created by Silvia and extremely successful all over the world. 4
HISTORY 1999 Acquisition by LVMH - Moet Hennessy Louis Vuitton and Prada. 2001 Prada cedes its share to LVMH, making it the major shareholder. 2004 Michael Burke is appointed as Fendi CEO. 2005 Inauguration of the new headquarters and opening of the new Fendi flagship store PALAZZO FENDI, concept created by Peter Marino. 2011 The Spring/Summer 2012 Fendi Fashion Show in Milan. 2007 Fendi conquers The Wall. First time a fashion show was staged on top of The Great Wall of China. Ground/First Floor: Store Second Floor: Showroom Third Floor: Communication and Commercial Fourth Floor: Style and RTW Atelier Fifth Floor: Fur Atelier 2012 Pietro Beccari is appointed as Fendi CEO. 2008 Fendi receives the award Strategies/Conde Nast de la Communication Du Luxe for the Fashion Show Event on The Wall. Alda, Paola, Anna, Carla, Bernard Arnault (LVMH), Franca 5
VALUES Pillars Rome Roots Creativity Freedom Modernity Research Quality & Craftsmanship Human Touch Dualism Contrast Baroque Opulence 6
FENDI IN THE WORLD The New Roman Fashion Empire A Leader in the Luxury Sector for Over 80 Years. 178 stores worldwide and an aggressive plan for opening new ones. More then 1,800 employees around the world. The Roman Style by the Creative Genius of Karl Lagerfeld and Silvia Venturini Fendi. 2000-2011 Retail Expansion From 2 to About 200 Owned Stores 7
CREATIONS Categories Ties & Foulard Leather Goods Shoes RTW Women RTW Men RTW Baby & Junior Accessories Fendi Casa Fragrances Eyewear Fur Time Pieces Activewear 8
CELEBRITIES in Fendi Cannes, May 2010 Ana Beatriz Barros with a pearly satin FENDI Baguette for the amfar Gala Dinner in May 2010. Milan, October 2011 Madalina Ghenea with a multi-colored Vintage Baguette for the Milan AmfAR Gala dinner. Jennifer Lopez wearing Fendi white jumpsuit at The Today Show in NYC. Mila Kunis 2012 MTV Music Awards Ke$ha in FS5019 Rihanna FS504 9
CELEBRITIES in Fendi Los Angeles, January 2012 Lea Michele with an embroidered mini Baguette at the 18th Annual Screen Actors Guild Awards. Cannes, May 2011 Catherine Deneuve with a mini Baguette in pink satin during the 64th Cannes Film Festival. Sarah Jessica Parker Fendi Baguette Rihanna Fendi Zucca Clutch Kelly Ripa Fendi Desir Silk & Suede Sandal Boots Paris Hilton Pink Fendi bag Cameron Diaz Fendi Bag, January 12, NYC 10
FALL/WINTER RUNWAY SHOW Modern Sophistication Runway Modern sophistication Clean, sculpted, layered and waist conscious silhouettes rise on streamlined and precise contours, where the new wing belt, the bustle pleat and the demi kilt create unexpected and structural contrasts. Infinite, innovative interplay of textures, colors and fabrics. Matted felt, cashmere doubled leather, fluid coated jersey, double duchesse satin, needlefelted knitwear, micro pleated laminated georgette, stingray printed chiffon, suppressed lace Refined craftsmanship: frosted sable, weightless breitschwantz, chamois antelope, matt crocodile, patent eel skin, lacquered galuchat. Rich chromatic palette of natural and deep tones. The new FFXL upscale bag combines exquisite workmanship. Daring material contrasts for the precious ipad clutch. High, sleek heels and boots in contrasting textures of flannel, galuchat, astrakhan, crocodile, are buttoned, feathered with fur or laced. The sparkle of the dark, miles away from classic black, from the deepest green of the forest to the richest dark red of ripe grapes. 11
Fendi Collection Overview Fendi Eyewear is characterized by elegant and unexpected designs, unusual combination of materials and treatments, and creativity in both form and character. Known for its use of color and unique color contrasts, Fendi uses these elements to enrich and enhance the features of the frames. The meticulous attention to quality and an innate sense of curiosity for anything avant-garde transform Fendi eyewear into highly desirable, refined accessories. A collection which is fashionably timeless.
EYEWEAR COLLECTION OVERVIEW Double F Metal Zucca Logo Jewel Mia Cruise 13
Pequin Pequin Special Edition Enamel Oprah Sleek Technocolor Silvana Mini Logo 14
PRODUCT INSPIRATION Pequin The Pequin pattern is unique and proprietary to Fendi. The pattern was reintroduced at last year s runway and it will be heavily communicated and integrated into all elements of Fendi s product categories in support of next year s 30th anniversary. As a beacon leading up to the anniversary, we created an art deco inspired sunglass which will be featured in this Fall s advertising. This frame is special due to the subtle details that become more apparent each time you look at the frame. From the custom contrasting Pequin pattern on the temple to the metal inlay across the top of the bridge, every surface was studied and considered resulting in a unique and rich looking frame. FS5281 F1000 15
PRODUCT INSPIRATION Pequin Special Edition These limited edition styles take Pequin to a whole new level by utilizing Swarovski crystals to create the unmistakable Pequin pattern. 220 crystals on one style and 326 on the other, these ultra-rich styles come with a dedicated case covered with the authentic Fendi Pequin fabric that only add to the their appeal. FS5299R FS5298R 16
PRODUCT INSPIRATION Sleek Sleek is a concept introduced last season which was inspired by the heel of a shoe which integrated the F in a unique way. Due to it s success, we are introducing an evolution of that concept which features gold metal F s on the frame fronts while also emphasizing Fendi s use of color. Fendi is known for unusual and unexpected ways of playing with contrasts. These styles play with those contrasts across the top of the frame to enrich and enhance the features of the frames. Style FS5283 is featured in the Fall 2012 advertising campaign. F977 FS5283 17
PRODUCT INSPIRATION Enamel Oprah Oprah was the 1st celebrity to wear a style featuring the F s on the frame front so her name has since been associated with this timeless interpretation. Oprah frames have historically been associated with metal styles but it s been reinvented for this season on an acetate frame with the two F s executed in enamel. Again the play on color enhances the frames through both strong and subtle execution of the double F s. FS5280 18
PRODUCT INSPIRATION Technocolor The Technicolor styles with a colorful small Zucca pattern on the custom zyl temples represent Fendi s fun and innovative side. It showcases the individuality and youthfulness of the brand. By combining classic shapes with a fun and colorful temple, it creates modern and free-spirited frames. FS5286 19
PRODUCT INSPIRATION Mini Logo The Mini Logo is a new and more modern interpretation of the classic Zucca pattern. It uses pearlized acetate on the temples to create a 3D-like effect of the Double F monogram pattern. Both styles in this family feature contrasting frame fronts and temples which achieves a color blocking effect. FS5274 20
PRODUCT INSPIRATION Metal Zucca The Metal Zucca is another modern representation of the Zucca print, which is fully integrated in these two styles being milled in the metal wire core that also allows the temples for custom adjustable fit. The metal Zucca pattern is showcased through an outer transparent layer which creates a window to the world of Fendi. One style in this family features the classic Fendi colors whereas the other uses the color block technique of contrasting frame fronts and temples like the mini logo style. FS5292 21
PRODUCT INSPIRATION Double F This iconic logo was first introduced by Karl Lagerfield in 1965 and stands for fun first. It s an illustration of Fendi s playfulness and their tendency to play with their logo to allow for expressions of individuality. These newly interpreted logo treatments are designed to make their products more personal and in this case a functional treatment, as the double F s form the hinge. FS5290 22
PRODUCT INSPIRATION Silvana The Silvana sunglass is inspired by the handbag that was introduced at last year s runway and inspired by the Roman actress Silvana Mangano. It transfers the sense of classic beauty and elegance. The unique temple is inspired by the buckle on the Silvana bag and features 3 layers of custom acetate in traditional Fendi color contrasts. The subtle logo treatment on this style appeals to those customers who don t need to flash a logo, are self assured and appreciative of retro inspired elegance. FS5276 23
PRODUCT INSPIRATION Jewel This Jewel style is inspired by Fendi s jewelry designs and represents the higher-end of the range. The detail on the jewelry was interpreted from natural materials and therefore the wood grain texture effect on the logo treatment. Swarovski crystals are an added precious and rich detail. This style is an elegant retro inspired soft cat-eye shape which is both flattering and flirtatious. FS5297R F1003R 24
PRODUCT INSPIRATION Cruise Inspired by the success of the SS 11 runway style, this style is part of the new Fendi Cruise collection perfect for vacationing and jetsetting. Color blocking and a unique shape make this a perfect piece for this season. F1002 25
PRODUCT INSPIRATION Mia Soft, sweet, elegant, full of grace and delicate. Strong and modern yet fragile and classic. Dual as the brand itself. She is Mia. Originally a bag. A piece born to represent the essence of femininity and so that needed to be named as a woman. F998 26
PRODUCT INSPIRATION Logo Fendi s influential F logo pattern is widely used across many of Fendi s products and is now transposed into exquisite sun and optical designs. This collection is casual and every day fashion, inspired by Fendi s world renowned handbags. F997 F939 27
Fendi Fall/Winter Eyewear Ad Images As always the campaign images have been shot by Karl Lagerfeld, the Fendi Art Director. The mood of this season is inspired by the natural environment of the campaign in Umbria.
FALL/WINTER 2012-2013 Eyewear Ad Images FS5283 239 FS5281 215 Location: Umbria, Italy Photographer: Karl Lagerfeld Model: Joan Smalls F1000 604 29
FALL/WINTER 2012-2013 POP Collateral Merchandising FENDI Double Sided Banner Style: FS5281/F1000 31.5" W x 54.5" H (68262) FENDI Large Sun Countercard Style: FS5283 12" W x 16" H (68264) FENDI Small Optical Countercard Style: F1000 7.8" W x 11" H (68263) FENDI Sun Postcard Style: FS5283 6" W x 4" H (68442) FENDI Postcard Envelope (White) 4.5" W x 6.2" H (2899) FENDI 2012 Catalog (67796) FENDI 2012 Pricelist (67903) FENDI Yellow Shopping Bag Medium 6.3" W x 9.8" H x 3.1" D (2045M) 30
FALL/WINTER 2012-2013 Pequin POP Collateral Merchandising FENDI Pequin Double Sided 3 Piece Display Style: F1000/FS5281 19.6" W x 16.5" H x 7.8" D (68261) FENDI Pequin Double Sided Countercard Style: F1000/FS5281 11.4" W x 16.5" H x 3.1" D (68265) FENDI Pequin Brochure (68252) 31
FALL/WINTER 2012-2013 Institutional Display Materials FENDI 5pc Display 18" W x 16" H x 10.5" D (67530) FENDI Tray 14.5" W x 2" H x 14.6" D (67531) FENDI 3pc Display 10" W x 16" H x 10.5" D (67529) FENDI 1pc Display 10" W x 8" H x 10.5" D (67528) FENDI Logo Plaque 6.5" W x 3.6" H x 1.2" D (67527) 32