However, each of these leading brands, all ranked in the Lyst Index’s hottest brands, positions itself within a similar price range in terms of most frequent and minimum prices, indicating that a brand like Fendi has a wide price range that could potentially appeal to numerous demographics from younger or lower-income luxury shoppers to more affluent shoppers.
The brand holds a large selection of small leather goods and “nano” bag charms as well as accessories such as scarves and hats which could serve as a younger consumer’s entry to the brand.
What Lies in Fendi's Future?
Fendi’s focus on timeless luxury, is proving to be a sound strategy, as one of the leading aspects of 2021 fashion has been “Less is More”, as indicated by McKinsey and Business of Fashion’s State of Fashion. With the addition of Kim Jones’ creativity, the brand is reimagining timeless luxury and moving towards an exciting fresh approach.
Considering the timeless nature of Fendi’s pieces, mixed with the reinvention of key items, the brand has taken on the challenge of targeting a younger audience. However, will they be able to keep up with the sustainability mindset of Generation Z or will fur be the major barrier for the younger generation?
Will Fendi be able to successfully reach a younger demographic through its reinvention of timeless luxury ?