Fashion Spy — June 25, 2007 — Fashion
References: reuters & news.agendainc
Fendi, the Italian fashion icon beloved for its shoes and handbags, is hosting its next fashion show on the Great Wall of China. The show will take place in October.
The video shown here is from Fendi's 2007/08 Fall/Winter collection in Milan. The show, which was 3 months ago, shows the most recent Fendi designs. While this could be similar to what we'll see from Fendi in China, I think the blockbuster location sets Fendi up to reveal a dramatically new collection.
The video shown here is from Fendi's 2007/08 Fall/Winter collection in Milan. The show, which was 3 months ago, shows the most recent Fendi designs. While this could be similar to what we'll see from Fendi in China, I think the blockbuster location sets Fendi up to reveal a dramatically new collection.
Trend Themes
1. Fashion on Historic Landmarks - Fashion houses like Fendi seeking to host their fashion shows on iconic locations as a way to add unique experiences and create buzz among fashion enthusiasts.
2. Experiential Marketing - Brands like Fendi tapping into experiential marketing and hosting events in iconic places as a way to create memorable experiences for customers and generate social media buzz.
3. Influencer Marketing Through Event Attendees - Fashion houses looking to amplify their reach by inviting influencers to their shows in iconic locations, and leveraging their followings to promote the brand on social media and other channels.
Industry Implications
1. Fashion and Luxury Retail - Fashion houses like Fendi are leading the way in creating experiences around their brand, showcasing their collections in unique locations and elevating their status among luxury consumers.
2. Event Management and Marketing - Events and marketing companies playing a significant role in organising fashion houses' shows in iconic locations like the Great Wall and executing experiential marketing strategies to create lasting impressions.
3. Tourism and Hospitality - Tourism and hospitality industry players can partner with fashion houses to host their events in iconic locations, and leverage them as tourist attractions to generate new revenue streams.
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