Target Markets of Fendi and Prada
Fendi and Prada are two big names among renowned and influential luxury fashion houses in the world. Their production involves apparel, footwear, handbags, accessories, etc. Fendi was launched in 1925 in Rome as a fur and leather shop by Adele and Edoardo Fendi. Prada was created in 1913 in Milan as a leather goods shop by Mario Prada and his brother Martino. Both of them have been in the market for around a century already. Surely, customers play a huge role in their success. So, let’s understand what markets Fendi and Prada chose to target, and find the reasons behind their choice.
Let’s begin with Fendi and discuss a campaign example of the following brand.
To do so let’s take a look at one of their epic campaigns.
In 2018, Fendi launched the #MeAndMyPeekaboo campaign to celebrate the 10th anniversary of the brand’s iconic Peekaboo bag. The brand came up with a series of videos and photos where carefully chosen influential and strong 2 generations of females were featured.
This campaign aimed to present the intimate and unexpected value that this model of the bag had for these females. At the same time, the brand wanted to emphasize the importance of family and expand the concept of family.
Let’s discuss an example from the campaign video series presented by Fendi.
The video is from the 2nd chapter of the #MeAndMyPeekaboo campaign video series. This one is special, as it featured not two, but three generations of females from the family. We can see Kim Kardashian, her mother Kris Jenner, and her daughter North in the video. They are shoot in a very intimate and private environment, where we are not used to seeing them.
Each of them is carrying her Peekaboo bag and transferring the unique connection that they have with Fendi Peekaboo. This shows that this model of the bag doesn’t have any limits to who can use it. As described by the creator of the bag Silvia Venturini Fendi “it is simple, complex and timeless”. This campaign aims to show that these bags don’t go out of style with time and can be a piece of fashion that is suitable for different generations.
Now it’s time to go through their communication strategy.
To do so, let’s have a look at their logo.
Despite being founded in 1925, it took Fendi 40 years to come up with a logo resembling the brand. In 1965, Karl Lagerfeld joined Fendi and created the famous FF logo for the brand. It took him about 5 seconds to sketch the renowned logo. FF logo of Fendi is a combination of two Fs from which one is upright and the other upside down. It is quite aesthetic, and simple and the letters are often rendered in black or tobacco.
The black color stands for supremacy, excellence, and elegance. The two Fs stand for “Fun Fur”. The reason for this is that the brand initially became famous and renowned for its innovative fur productions.
Fendi differentiated itself from others by using unpopular fur types, dying them in an unregular range of colors, and by carrying various experiments on fur. From the day of creation of the logo, it remained unchanged. It was only in 2018 when minor changes were made on the logo and the letters took on more squarish shape. The logo of Fendi is depicted on all merchandise of the brand.
The logo of Fendi is unique, simple, and easy to memorize. It depicts and resembles the brand very well. It seems like there is not any specific idea behind the logo, but in fact, its simplicity allows playing with the meaning and idea behind it. The original “Fun Fur” can be changed into many other alternatives that can also correspond to the brand or some special collections or pieces.
Now it’s time to identify the target market of Fendi.
Let’s watch and discuss the following commercial of the brand.
This commercial is indeed interesting, dynamic, and rich. It contains active movements, transitions lots of details, and changing environments. The video features a young man, who seems very energetic, active, and positive no matter what he is doing. This person is a collective representation of the customer segment that Fendi focuses on. He is young, bold, trendy, and has a unique style.
It can be seen that the young man pays much attention to how looks and is very neat. All his outfits and accessories are chosen and combined accurately. We can see him in the working environment in the beginning, and it seems like the young man is quite successful and confident in what he does.
Then the scene surprisingly changes into a beach sight and the office furnishing and all the items that he owns in his workplace appear on the seaside. This shows the two sides of this person. He combines work and leisure.
This man is successful, has a good career, but at the same time gives huge importance to leisure. He loves having fun, relaxing, and spending time the way he wants. All these discussed details and scenes identify that Fendi focuses on targeting customers from the Chardonnay segment.
Who are Chardonnays?
Lifestyle and Values
Representatives of the Chardonnay segment are very energetic, have a positive, practical, and optimistic about everything in life, and are usually yes oriented. People from this segment are very often open, adventurous, and spontaneous in life and their actions.
They can be easily attracted to an2ything new, interesting, and engaging. The appearance and the way Chardonnays look are of great importance to them. The reason for this is that they try to always be attractive especially for the representatives of the opposite sex. Chardonnays are usually very trendy and stylish and can spend hours getting ready.
People belonging to the Chardonnays segment strive to keep up with time. Also, heritage and values play a big role in their lives. Chardonnays normally live in urban areas as the active life, drive, and diversity of big cities is very appealing to them.
They are often young professionals or students and mainly have from the middle to high income. They like attending social events and good places thus they value good career and financial stability.
Attitude to Shopping
Chardonnays use shopping as a way to take care of the way they look. Shopping can be considered a lifestyle for the representatives of this segment and they spend much of their spare time on it. Chardonnays are attracted and driven to new items, trends in the market, and try to always be stylish.
Chardonnays consider the quality of a product a priority when purchasing. They tend to spend much money, buy less, but meanwhile be sure that the quality of the product is high. At the same time, they can be easily driven to associable, interesting, and engaging ads.
Some interesting facts about Chardonnays
- Chardonnays use the internet nonstop. This platform is a means for them to get information, meet new people, and share different moments, photos from their lives.
- They love to watch TV. Most of the time, they prefer entertaining programs such as sitcoms where the characters are easily associable with them.
- Friends play a crucial role in the lives of Chardonnays and can often be more important to them than their families. Chardonnays are committed to relationships and are usually emotional and loyal.
16 Personalities (what is for your business?)
Fendi is a globally recognized luxury fashion house. Their product offerings are followed with segmentation strategies to make sure their customers get the absolute best experience. By accurately targeting customer segments and knowing customers in detail, Fendi enjoys the satisfaction of customers in return. Guess which segments they target? You are absolutely correct if you thought of Chardonnays!
Representatives of this segment have a strong sense of style and fashion and pay a lot of attention to their appearance. They love shopping, give a lot of importance to quality and especially, classy trends. Catchy and interesting ads are likely to capture their attention.
Chardonnays possess the characteristics that represent the perfect segment for Fendi. With the brand being luxury and high-class, the segmentation strategy should logically follow the product development process.
Chardonnays are not alone here! A total of 16 Personalities live in our e-book, each with different preferences in life and attitude to shopping. Be sure to check them all out to become a real targeting gouroo!
Let’s continue with Prada and look at the brand’s campaign examples.
Throughout years, campaigns presented by Prada were always unique, interesting and had some mix of mystery and simplicity in them. In 2018, Prada launched its already famous Resort Collection. The latest 2020 Resort collection was named by Prada as “Seditious Simplicity” and the campaign of this collection is worth speaking about.
The brand presented a series of videos and photos shot near florists in popular international cities like London, New York, Milan, Paris, Moscow, Shanghai, and Tokyo. These videos and photos depict models from head to toe in Prada pieces carrying a bunch of flowers with them.
Let’s go through an example of a campaign video representing the Prada Resort collection 2020.
The idea behind this campaign was to celebrate the preciousness of today, of the present, everyday life, and reality. The sights are not famous, recognizable, or unique. They are simple everyday places where you walk and spend your time. This aims to show that there is always something unique and extraordinary in every simple thing and moment.
The #PradaSeditiousSimplicity campaign was designed to show that Prada can be passed and exchanged from one individual to another, between loved ones, like gifting flowers from one person to another. It gives new insight and perspective to the ordinary and everyday things to which we are used to.
Moving on, let’s discuss communication strategy and logo of Prada.
In 1919, Prada became the official supplier of the royal family of Italy. This was the time when the brand finally presented its legendary logo. Being a supplier of the royal family gave Prada the right to use some details from the House of Savoy’s heraldry.
Prada took two symbols resembling the royal family: the coat of arms and the rope. Also, Prada added the wordmark of the brand to the logo. Using these symbols was a strong, wise, and strategic step for the brand.
Prada was perceived differently from other similar brands and was more desirable thanks to the connection with the royal family. Years later, Prada removed all the elements related to the royal family from the logo and left only the wordmark.
The brand didn’t make many changes to the logo throughout the years and only added some details from time to time to correspond to some collections or production pieces. At this moment, the logo of Prada is one of the most recognizable logos in the world.
The later version of the logo is quite simple, elegant, and classy. It resembles the brand very well. Despite being minimalistic, the logo still has details that differentiate and make it special. The font is unique and full of small, but noticeable details.
The simplicity of the logo shows that Prada doesn’t need any reference or eye-catching details on the logo to tell about itself or to impress/attract customers. The logo speaks about the brand already and attracts by its uniqueness and accuracy.
Now, let’s learn about Prada market segmentation.
To do so let’s have a look at the following commercial of the brand.
The commercial features a group of good-looking, attractive, and stylish females. They look noticeably confident, energetic, and trendy. These females represent the customers whom Prada wants to address the commercial and target.
All their outfits and accessories are chosen carefully and combined with bold and attractive makeup. Each of them minds her own business and seems very self-focused. The video combines many details and the scene chosen for the video is very surprising.
All the activities take place in the gas station and the combination of place with the bold and beautiful looks of females may seem a bit confusing. It shows that these ladies like to dress up and look good no matter where they are and what they do. Also, some of the video characters are depicted with their cars.
The cars are not what you would expect to see these ladies driving. They are eye-popping, attractive, and different, with details that stand out. The discussion of the details and characters of the commercial undoubtedly shows that Prada puts its focus on targeting people belonging to the Peacock segment.
Who are Peacocks?
Lifestyle and Values
People belonging to the Peacock segment are focused on themselves and very often are noticeable in the crowd. They always want to be in the center of attention and everything they do and talk reflects this. Peacocks want to be perceived as confident personalities and the majority of them want to own a business at a certain period in life.
Their desire to stand out very often brings to some insecurities. They tend to have a well-organized routine, and throughout life, they do everything to reach a successful career and position. These people usually have a high level of education and they use knowledge and education to stand out in a crowd. Money has an important role in Peacocks’ lives, and they consider it a symbol of status and success.
People from this segment are gym addicts. They know how they are perceived by others and how they look and being in shape is crucial for them. Peacocks love clubbing and visits to the cinema. They visit crowded places like restaurants and cafes as much as they can afford to communicate with more people. Friends are also important for them, and they surround themselves with like-minded people.
Attitude to Shopping:
Shopping is an inseparable part of Peacocks’ lives. These people want to be seen and noticed and shopping is a means to do this. They tend to choose more flashy things and choose a brand that stands out and is associable with them.
They mainly give preference to renowned brands they shop only for good quality. Peacocks are known for their loyalty to brands. When they find a brand suitable for them, they are will stick to it for a long period. They are very trendy and stylish, and very often get inspiration from magazines and TV.
Some interesting facts about Peacocks
- Despite being modern and keeping up with time, traditional values, roots, and heritage have an immense role in the lives of Peacocks.
- Peacocks use the internet as an engagement channel to communicate with their friends. The giver importance to the traditional media -TV as the major source of getting information.
- The majority of peacocks like driving, and they give preference to eye-catching and distinguishing cars. Their car must speak for them and catch other’s attention.
This eBook provides answers to these questions.
1. What is your customer profile (buyer persona)?
2. What are the ways to reach them?
3. How to push them to the final purchase.
Both Fendi and Prada are legendary, influential, and successful brands who are passionate about what they do. Without any doubt, we will see these two brands growing and pleasing customers continuously with their trendy setting and high-quality products. That’s it for Fendi and Prada and their strategies. Check out the main page of our website for more posts like this.
