Since the start of the pandemic Fendi has conducted “so many projects” that the brand “has no learnt to do things even better than before”, and so it’s difficult to imagine going back and do things the same way as before. “We’ll never go back”, states the president and CEO Serge Brunschwig. The manager spoke with MFF about the brand’s upcoming new collection: FF Vertigo, which will be a capsule made with Sarah Coleman, as well as the in-store debut of the fall-winter 2021 collection by Kim Jones. The conditions of the marketplace, after the shock of 2020, are finally recovering. But that doesn’t mean that the high-end segment will forget this experience.
The situation
Good signs, but still within a complex context. In China, for example, the rebound is there: “The start of the year went pretty well, thanks to local consumers – commented Mr. Brunschwig –. What’s still missing is retail travel. This phenomenon is relevant for all markets, even the USA, which is an important market for us, but also for Italy and the United Kingdom. There seems to be the positive trend of taking care of oneself, to spend and be satisfied”. With regards to travel, the manager didn’t make forecasts regarding the full recovery of the segment: “The return of tourism will surely be positive for markets, but the situation remains challenging”.
Back the way it was
The CEO of the brand owned by LVMH focused on the transformations that impacted events and retail during the pandemic. “We will be present in Milan’s Fashion events in June (Men), Paris’ couture and Women’s fashion week in September in Milan – he says -. It’s important for us to create a system and to be present, respecting the expectations of consumers. The first physical catwalk with the public present will be, if all goes well, in September, while in June and July it will be remotely”. The main changes have to do with distribution: “We found out that consumers appreciate all the ways we implemented to keep in touch.
Physical stores do provide a certain type of experience, different from that of the e-commerce channel, but there is continuity between the two – he ensures -. All channels are important if implemented in a qualitative way. This crisis has been an extraordinary learning ground to accelerate our evolution”. The resilience of physical retail means that investments aren’t over: “We are focusing on the existing network – he concludes – and at the same time continuing to open locations where interesting opportunities are located, such as our first boutique store in Sydney”.
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