The Italian luxury fashion house has gone live today with an “F is for…” digital platform targeted to the millennial audience in the hopes of positioning the brand as a youth culture favorite.
Fendi, the Italian luxury fashion house, has gone live today with an “F is for…” digital platform divided in sections named “Freaks,” “Fulgore,” “Faces,” “Freedom” and “Fearless”, created by and aimed towards the millennial audience.
But, you may ask, what does all that mean? “The site, dubbed “F is for…”, hopes appeal to the younger generation by offering them an ‘authentic’ “platform where they can exchange ideas, it offers a point of view that is inclusive, calling for fresh input,” was the answer given to WWD by the chief executive officer Pietro Beccari.
For such creative concept there is no lack of information about what each particular section has to offer, while “Freaks” opens up about the website’s manifesto, “Fulgore” slays the visual side with fashion editorials, a link to the Italian capital, young models and photos taken exclusively with the iPhone 7 as if the millennial taste wasn’t present enough. In a little less superficial sense “Faces” shows us the stories of inspiring individuals while “Freedom” features amazing locations to go, all around the world.
“Fearless”, awaiting for us at the end of this digital compendium is an outlet filled with music, art and culture trying to seduce the young audience with an interactive platform that even allows you to request to perform live at Fendi’s headquarters; talk about a ‘fearless’ petition!
That’s not all, if the generation isn’t excited enough, we know that beyond the bias of the market research approach, there’s no better way to get in touch with the youth than a massive rave, so a party for the millenial generation is set to happen on February 10 at the Fulton Market Building, pegged everywhere as the “First-Ever Fashion Music TV-Show”, featuring various live performances of musical acts that might have gone ‘fearless’ knocking on Fendi’s doors.
Brands now understand they need to connect to the younger generation in their terms, in order to succeed and generate sales with the new luxury shoppers, who want to experience rather than just collect the brand, so Fendi is taking the right steps stating that “F is for FUN” when it comes to the new shopping experience at its digital headquarters.
Source: WWD, with Relaxnews.