Fendi has long been a brand that caters to the high-class, affluent crowd. Karl Lagerfeld once again provides the company with a very important face. Born in Germany, Karl Lagerfeld became a well-known figure in the world of fashion design while still a teenager. He attended the University of Berlin where he pursued a degree in art. After graduation, he worked for several design agencies before joining his own company in 1970.
The fashions that Karl developed during his time at the helm of Fendi were very adventurous and innovative. He is responsible for bringing the Seamstress and Belafonte designs to light. Karl Lagerfeld is responsible for the success of Louis Vuitton. When Fendi brought him aboard as a designer for their line of watches, it marked the beginning of his illustrious career. From there, he worked with famous designers such as Cartier, Tiffany & Co., Breguet, Chanel, Bulgari, Gris, Kering, Versace, and Givenchy.
Many celebrities have had their own line of clothing associated with Fendi. Emini, an Egyptian actress, has worn a number of different clothing lines from the brand. Cara Delevingne, an Australian actress, is another celebrity to have her own clothing line. The French rock band Duran also has a line. She wears fashions from the brand.
Fendi continues to grow in stature. It currently holds a market share of more than fifty percent of the fashion industry. It reaches all age groups, from children to old people. Celebrities such as Eva Mendes, Britney Spears, Mariah Carey, Paris Hilton, Shakira, and Will Smith have all had their own clothing lines created by Fendi.
A major part of the brand's marketing is advertising. It uses billboards, television ads, radio stations, and magazines. A television commercial for one of its products, the Limoges Tribute for Men, was rated the best commercial of the year by E! During the Football World Cup in Germany, a Fendi commercial was seen on CNN. In spite of these massive exposure, the brand still lacks a huge marketing budget.
Because of its small market share, Fendi must build a large market base to truly compete. This can be done through its creative designs, such as the Fendi Cappuccino bag, which is popular among celebrities and fashion enthusiasts. A major attraction for the brand is its elegant styles and high quality. Celebrities enjoy wearing the brand, because its elegance and design are a pleasure to look at. Some also choose Fendi because of the affordable prices and the high-quality products it produces.
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