Saturday 17 October 2009

The History of Fendi

The early roots of the Italian fashion house Fendi can be
traced back to 1918 when Adele Casagrande opened a modest
little leather and fur shop in Rome. The Fendi name itself,
came into existence in 1925, with Adeles marriage to
Edoardo Fendi.

Business was good for the newlyweds, and by 1932 they had
opened a new and larger shop. With constant growth came
wider recognition and the Fendi name soon spread and
garnered fame beyond the boundaries of Rome.

While children aren't always interested in continuing the
family business, such was not the case with the Fendis'.
Without exception, the entire Fendi family participated
with drive and enthusiasm. The eldest daughter, Paola, was
just 15 years old when she joined the Company. Her four
sisters, Anna, Carla, Franca and Alda each joined in turn
immediately following their completion of high school.

The five daughters all contributed their unique energy and
creativity to the Company in the post-war years, and all
through the changing trends of the fifties. The ever
present encouragement and guidance of Adele Fendi played a
huge role in the successful contributions made by the

In 1965 Fendi begins a fateful collaboration with a young
but well know Parisian designer by the name of Karl
Lagerfeld. During this period the double FF logo is created
and the whole concept surrounding the use of fur in the
fashion industry is forever changed. Today, thanks to
continuous research and with an eye constantly to the
future, Fendi is still considered the leader in fur
fashion design.

In 1966 Fendi went public with their first fashion couture
collection created by the genius of Karl Lagerfeld, which
was a resounding success.

Not surprisingly Fendi began creating brand awareness in
International markets. Marvin Traub, President of the mega
American upscale department store chain Bloomingdale's,
discovered Fendi in Rome in 1968. Thus began Fendis' entry
into the American market with the introduction of the Fendi
bags in Bloomingdales, New York. Shortly after, Fendi
expanded to Japan. Over 70% of Fendi's total production is
now targeted for export

In 1984 Fendi began diversifying their efforts, producing
new products like ties, jeans, glasses and gloves. A men's
fragrance is introduced in 1989, with a complete line of
menswear launching in 1990.

In the years that follow Fendi continues with a policy of
aggressive expansion. Today there are over 100 Fendi
boutiques and hundreds of points of sale worldwide, with
two company stores in Rome and New York.

About the Author:

Trevor Eastveld is an online marketer and owner of the
World's Largest Online Replica Designer Handbag Site.

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