If you are an American citizen, you may well be familiar with Fendi Stores. Fendi is a fashion house owned by the French (of eminence in France) and operates in both Europe and North America. It is famous for its exclusive 'Fendi couture' label, which it applies to everything from perfumes to watches, thus guaranteeing its success globally. In the past decade it has spread into other areas of the economy too, particularly in the realm of discount furniture and accessories. Its global reputation as an avant-garde fashion house has resulted in many cases of slander per se brought against its distributors and/or stockists.
One case that has recently attracted a lot of media attention (and subsequently public opprobrium) was the decision by Fendi to open a boutique in Times Square. The store was opened last March in what was already a high-traffic area of the financial district. As you might expect, with Fendi so closely allied with the high-class, highly prestigious, and highly elite consumers of New York, a certain amount of snobbery undoubtedly went into the design of the store. Signs were strategically placed, including one reading: “Fendi's Luxury Collection is Available at Macy's”. Another read: “Fendi's New York shop. What else would you choose from? “.
According to local business sources, the new boutique, which is apparently located at Broadway and 47th Street, did not have any prior experience of being a high-end fashion store. Neither did it cater to high-end customers, except perhaps to the extent of offering discount furniture. A representative of the store told the New York Times she believed the move to be motivated by a desire to appeal to a younger, urban consumer. And indeed, Fendi did seem to make a careful, somewhat clumsy attempt at assimilating to the more youthful (and less affluent) section of the New York dining and shopping scene, as evidenced by the opening of its second flagship in the East Village.
But perhaps the most telling sign that the boutique is doing more to sell fashion than it is to sell basic necessities was the mere fact that it opened in a completely unfamiliar location: in a part of town that had never before seen the name Fendi displayed. Yes, the district court of Manhattan has seen many high-profile retailers come and go over the years, but none quite as frequently as Fendi. In fact, the boutique is so new that many people in the area have not even heard of Fendi before. And even if they have, it is safe to bet that they are not aware of its existence outside the borders of the exclusive boutique. If it cannot even attract an upscale clientele, what chance does a new boutique with such disparaging statements about its products have?
So while it is true that Fendi is one of the biggest luxury brands in the world today, it also behooves the company to do more than simply churn out upscale leather goods in cheap countries like China and India. That is simply not possible. Instead, the boutique has a valuable position in New York's business community: as a clear example of the luxury brands that want to be seen and heard at the city's best venues. And through its online site, which includes a television show that gives the company the chance to show off its products in an even bigger light, Fendi is doing just that. Through its marketing strategy, Fendi has taken its brand to the very edge of the fashion world, where only the very best will do.
In order to get there, the Fendi boutique has invested a great deal of money in both advertising and in-store promotions. And the results have been promising. A tour of the store, for example, will reveal everything from hand-made items to sophisticated, carefully chosen Fendi accessories to leather goods from every part of the world. Even its very entry level products, like the simple yet elegant Converse All-Star shoes, are accompanied by detailed descriptions, allowing potential customers to make a proper purchasing decision. If you want to own a piece of the luxury fashion world, one visit to Fendi is not enough. You need to find your way through its many outlets, from its own showroom to its many concession stands, in order to experience all that it has to offer.
FENDI Stores – Time International – fendi stores | fendi stores
Fendi Flagship Store in Rome Restored by Curiosity — urdesignmag – fendi stores | fendi stores
Fendi’s Glamorous New London Flagship Architectural Digest – fendi stores | fendi stores
Fendi store in Beverly Hills: puristic glass façade – seele – fendi stores | fendi stores
Fendi LoveToKnow – fendi stores | fendi stores
Fendi opens its new shop in Palazzo Fendi in Rome Wallpaper* – fendi stores | fendi stores
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