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| Fendi |
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Fendi History
A young girl with the name Adele Casagrande opened in 1918 a leather and fur
shop in central Rome.
1925
This young girl Adele married Eduardo Fendi. As she took on his last name Fendi
she decided to call her shop Fendi
1932
After couple of years their shop was successful. Many people bought and they
enjoyed the quality of the bags and furs.
Adele and her husband opened another Fendi Shop
As it is with married couples, Adele became pregnant. Not just once. She became 5 times pregnant and she gave birth to 5 girls
They named their fist daughter Paola, and then came Carla, Anna, France and Alda.
1946
Paola the eldest of the 5 sisters went to work for the company. After a time the other sisters followed.
1965
This was an important year for Fendi. Fendi started to work with Karl Lagerfeld. He immediately created the inverted FF logo which became internationally
recognized. He transformed the whole fur concept. What has been heavy and
stiff was now changed to light, soft and easy to wear.
1966
Fendi presents the first Couture Collection designed by Karl Lagerfeld. It was a
big success.
Marvin Taube, president of Bloomingdales discovered Fendi’s leather goods and introduced them to the United States, which was followed by other outlets.
1969
Fendi presented the first ready to wear fur collection in Florence. Beautiful fur
at a affordable cost. Again this was a big success.
1977
A second line,
Fendi apparel collection was created to complement the fashion image.
1984
Fendi diversifies into a series of new products and lines. It was successful
because they were created with attention to the detail and fashion
associated with the Fendi name: jeans, gloves, ties, glasses, lighters,
foulards and pens.
1985
Fendi launched his first women fragrance
1987
The Fendi line Fendissime was created which included furs, sport
wear/accessories. Targeted at a young clientele, Fendissime was growing
independently from other Fendi lines.
1989
Fendi Uomo launched and Fendi opened its first flagship store in New
York.
1994
Fendi makes changes to the company. The third generation was admitted to
the Board of Directors. Carla Fendi is named President of the Boards, taking
the place of her sister Paola Fendi.
Today:
Paola Fendi:
She is responsible for the fur department.
And in charge of the production process, research of new materials up to the
design.
Anna Fendi:
She is responsible for the Design department. Follows the process up
to the final product.
Franca Fendi:
Direct Sales Point in Rome. She is in charge of
purchasing products for Fendi Stores
Carla Fendi:
President of the Director Board and responsible for the communication
department
Alda Fendi:
She is responsible of the fur boutique in via Borgognona in Rome and
follows all the production steps top class fur.
Fendi lines:
Fendissime
Fendi Writing Instruments
Fendi Watches
Fendi Perfume
Fendi Eyewear
Zucca Fendi furs
Fendi prêt-à-porter
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Accessories
Belts
