Fendi Core Competencies

Introduction – Fendi

Founded in Rome by Adele and Edoardo Fendi in the year of 1925, Fendi has transformed into today’s international brand focusing on luxury fashion business with diversified product lines. (LVMH 2015)

In this essay, there will be a discussion on how Fendi utilize its capabilities such as innovative techniques on fur, its resources such as its reputable name and its core competencies such as its inspirational designer, fetch the brand to a new height.

In addition, an environmental analysis will be done to analyze the industry. Various activities which Fendi is focusing will be also discussed, deriving the valuable value chain activities for the luxury fashion market.

Core competencies

In the luxury fashion industry,

This can be seen through one of the sensation marketing events that received outstanding response was the fashion show at the Great Wall of China, showcasing Fendi’s latest fashions and specially designed collections (The FMD - FashionModelDirectory.com 2015).

As for Fendi’s core competencies, the top of the list is Karl Lagerfeld, who joined the company since 1965. The creator of the “FF” logo symbol, is the influential figure who created lighter fur and coats using innovative techniques and contributed his exquisite fashion sense, exclusive design ideas and valuable expertise, where these capabilities of him gave Fendi an edge over its competitors. Such rare and valuable talent in the company cannot be substitute or imitate. (Lifeinitaly.com 2012)

The next core competency shall be Silvia Venturini Fendi, the creator of the first Baguette bag that became a symbolic status icon. Silvia has shown her capabilities through organising fashion shows, managing events, etc. Silvia’s creativity has led Fendi in the successful creation of the Spy Bag as well as B FENDI. These made her fit into the VRIN framework as well. (Fibre2fashion.com

Fendi provide updates to the consumers through social media as well. For instance, Fendi got its fashion show to stream live online in YouTube with the use of drone to reach out to younger audience. Fendi not only used social media to attract attention from the younger audience, but also collaborated with Beats By Dre for the creation of luxurious headphones to serve similar purpose (Dee 2014). Modern consumers purchase Fendi’s products not just for the brand and quality, but also to have and be a part of the brand’s story, heritage, history and values (The Business of Fashion 2014). To bridge the gap between Fendi and its consumers nearer, myBaguatte app was created to enable consumers to design their own Baguatte bag (Roberts 2014). The brand has also invested into e-commerce as part of the service to consumers who will able to do online shopping which enhance better experience with Fendi (Roberts