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Fendi’s audacity reminds us of the brand value of this company, which is one of the great Italian firms in terms of luxury and the sale of expensive products.
With the pretext that you will be able to “customize the bag in an absolutely unique way”, it is how Fendi is given the task of selling the experience of this expensive bag.
Seasonality, the new luxury consumer and increased trend influence are driving powerful luxury brands like Fendi, to charge 50 thousand pesos for a bag unfinished and that you must finish making.
This bag It is made of perforated cotton with just a few pieces of leather, which is why it joins other controversial brands such as Chanel, when it launched its famous advent calendar and faced serious controversy for what it offered at the cost it did.
What is happening in the luxury market?
The expensive incomplete Fendi bag
With barely any bits of lambskin and a perforated 100 percent cotton material, it’s like Fendi had the idea of selling a bag with a price of almost 50 thousand pesos (not counting taxes and shipping costs).
The audacity of the brand, to sell a bag made of craft material and at a high cost, under the pretext of “giving you the opportunity to customize it” is part of the experience in which various brands have fallenwith which they intend to sell new proposals to the consumer, of exclusivity of what their products can offer.
This case is an essential reference to understand what is leading to paying high prices, for products that are no longer following the old norm, of using exquisite materials, artisan processes and a short etcetera of excuses as to why their products are expensive. Now it is about selling garments or manual accessories or that cause doubt on the part of the consumer.
@calligraphyenvogue Do you want to see progress videos of how she’s coming along? #fendi #fendidiy #fendibaguette #fendibag #calligraphy ♬ Forever – Labrinth
Fendi and the new luxury
This audacity that we talked about in the previous paragraph, how a luxury brand makes you pay 50 thousand pesos for a bag incomplete, it adds to the bad experiences that other luxury brands have given, such as Chanel, with its controversial warning calendar, which offered, for a very high cost, a series of low-quality products that made little sense to be a luxury brand.
The audacity of this brand was not wasted and it is an interesting case of how brands are moving in the market today. and what new parameters are defining within it.
Expensive to be personalized or to live Christmas
There are two very interesting pretexts, to see how luxury brands are offering incomplete or low quality products at a high cost, putting at risk the precious category of luxury, which bases its cost on value and the aspirational angle with which it intends to engage. an increasingly bold dialogue.
With this in mind, the pretext of Fendi will allow you to manually personalize your 50 thousand peso bag or Chanel, under the pretext of Christmasmaking you pay for a calendar with products that do not meet the promise of luxury, puts the parameters of luxury at risk due to a misunderstood modernity.
The moment is defying the old
Today, without a doubt, there is a greater number of new luxury consumers who are making purchasing decisions in this market.motivated by the virality of certain brands and no longer following old patterns where the exquisiteness of materials and brands had to make sense with the lifestyles that made sense with handcrafted products with unique materials.
Now luxury is based on trend patterns, where the design and the material in which these are embodied, determines the impact that the market has on the current consumer.
The luxury market, where is it?
The luxury market is in two very important scenarios today. Within the online segment and in the physical environment, where it has been able to establish two very important points, understanding the consumer and approaching new concepts of product creation, based on this new luxury consumer.
The commitment to conquer it determines a serious challenge in the market and most importantly, establishes guidelines that if not followedthere is a risk of misapproaching the market and not only that, determining activities that have become poor measures to understand the market.