Fendi Casa, from Brand Extension to Brand

Comments (0) Design

Well, well, well … interesting topic for the branding addicted.
The brand extension is a bit the hinge of many invoiced of many brands in lean times, let’s say that a small collection of clothing is not denied to anyone.
The problem in the brand extension it is highlighted when the brand has a high level of perception in the mind of the consumer, then it must be very careful to give licensing its mark because the diversity of philosophy with the contractor, the missing reflection of the values of the brand and the inadequacy the quality of products and services could bring down this perception and disaffect loyal customers from years.
Even the appearance of the product category is very important for the consistency of image, then usually work best the brand extension with complementary products or of the same industry.
In this, fashion is Queen, because not talking no more of clothes, but of beauty, it is granted the luxury of opening his world at all that is beauty and body adornment. So it is normal that a manufacturer of jackets and pants, also deals with face creams and perfumes. All right, no scandal.
And the road to the house furnishing? Well, design is always design, if it’s clothing or furniture is same, no ..? Yes. But here the question becomes a bit ‘more complicated. The decor is not changed as fast as the clothes and the buying follows logics very different. Not so much a matter of money in this sector, but a question of time and space. Redecorate is a very long job. In addition the logic of location strategies are totally different because the cabinets take up much more space than the clothes that go inside in and also at the level of storage require totally different organizations.***
Turning back to the time, as you meet the fashion world, so fast, with the furnishing, much slower?
It manages the equation creating in the furnishing branch of the brand, lines based more on core values of the brand licensor without following the trends of the fashion season. Easy to say. Yes, however, data in hand, does not work much. It seems that fashion brands have given home furnishings licenses more for brand image than for turnover.
Who is the Whitefly? Fendi Casa. Fendi Casa also works in terms of financial performance. In fact, the revenues write down from year to year a growth rates exceeding 15%, which made it possible to open eight showrooms globally, with ultimately the very prestigious 1500 sqm on 5th Avenue in New York after opening in the United States already of Los Angeles and Miami. Well, we must say that they deserve it. Why? Why Fendi Casa makes sense. In terms of branding, it seems not a brand extension, which actually in this step fashion-design seems more often than not a little ‘far-fetched, but it turns out to be a real spin-off of the brand. Namely? Namely That is a kind of brand in its own right, but a part of the mother brand. A rib. From what you understand it? First it comes to style and Fendi Casa has his style, similar to that of the fashion brand, but with a stylistic identity of their own and determined. In essence, they aren’t doing what other are doing on the other side. Second, it has a separate and independent creative director from that of the fashion house. Third, it has its own distribution network that is not tied to that of the licensor. Fourth, the logic distribution is designed according to the needs of the sector and not to fashion. Fifth, and most important of all, today might sell well even without the fashion house behind because it has an identity, an autonomy given by an organization its own of production, a own commercial network and finally even a own brand identity.
So now, when we turn away from our sector of the market to do brand extension, let’s ask ourselves: it could ever become a spin-off?

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