Fan di Fendi Application
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Transcript of Fan di Fendi Application
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