Fendi, the prestigious Italian luxury brand owned by LVMH, has achieved remarkable success by focusing on its timeless range of leather goods. A recent study conducted by Retviews, a data analysis solution by Lectra, has shed light on the factors that have contributed to Fendi’s growth, including its ethical fur strategy, classic ready-to-wear items, and emphasis on leather products.

Established in Rome in 1925 by Adele and Edoardo Fendi, the brand initially gained recognition for its high-quality fur and leather overcoats. Fendi’s reputation soared even higher under the creative direction of Karl Lagerfeld, who led the brand’s ready-to-wear line for over half a century. Throughout the years, Fendi has remained committed to fur, with approximately 34% of its outerwear featuring this luxurious material. This focus allows Fendi to maintain a higher price positioning compared to its competitors, with an average price of €7,659 for its outerwear, significantly surpassing brands like Bottega Veneta, Balenciaga, and Prada.

However, Fendi has also recognized the evolving market and the tarnished reputation of fur. In response, the brand has placed a strong emphasis on ethical sourcing and has committed to the highest standards of ethics, including compliance with the Furmark certification’s criteria. Additionally, Fendi has embraced the concept of sustainability by repurposing and transforming vintage fur items, as exemplified in the Fall/Winter 2021-22 collection curated by creative director Kim Jones.

Apart from fur, leather goods have been another strategic asset for Fendi, particularly following the arrival of Silvia Fendi Venturini in 1994, who assumed responsibility for menswear and accessories. Silvia’s creation of the iconic Baguette bag in 1997 propelled Fendi to new heights and established it as the first “it-bag.” This success continued with other renowned models such as the Peekaboo and the Fendi First. According to Retviews, 40.9% of Fendi’s product assortment is dedicated to leather goods, placing it closely behind Bottega Veneta. Fendi offers a wide range of fashionable accessories, including small leather goods, jewelry bags, scarves, and hats, resulting in one of the broadest price ranges in the luxury market.

Fendi’s strategic focus on timeless and luxurious items allows the brand to maintain a relatively concise assortment compared to its competitors. With just 2,265 products, Fendi offers fewer options than Balenciaga, Bottega Veneta, Prada, and Gucci. Nevertheless, Fendi has successfully diversified its offerings through targeted collaborations, enabling it to attract a younger and more fashion-forward clientele. Notable collaborations include the highly popular ‘Fendace’ collection with Versace, partnerships with influential celebrity Kim Kardashian and her brand Skims, as well as a collaboration with Fila in 2018.

By leveraging its rich heritage in leather goods and fur, Fendi has managed to thrive in the ever-changing luxury fashion industry. The brand’s commitment to timeless pieces, combined with strategic collaborations, has solidified Fendi’s position as a top contender in the market.

Useful links:
– [Fendi Official Website](https://www.fendi.com/)
– [Furmark Certification](https://furmark.com/)