The Challenge
Known for exquisite designs and beautiful fur pieces, the Italian fashion house wanted to drive traffic to its boutiques and boost sales while generating brand awareness through intimate events.
The Idea
Playing on the fact that Fendi’s ultra-high net worth audience appreciates intimate, “who’s who” gatherings that are bespoke in nature, we conceptualized an event solution to reach the brand’s objectives. This came in the form of a multi-city tour.
Through in-depth research and on-the-ground knowledge, we curated experiential activations across the country in strategic markets for Fendi to showcase the new collection in order to acquire new customers and encourage brand loyalty. These activations took form in the way of shopping experiences, trunk shows, luncheons, cocktail parties and intimate dinners, depending on the region. Events incorporated influential hosts—whether it was an admirable socialite or an established philanthropist—creating a personal aspect and local focus for each experience.
To offset the costs of events, we developed mutually beneficial partnerships between Fendi and complementary—and contextually relevant—brands, including private clubs, non-profits and restaurants. Through the partnerships for each event, Fendi was able to leverage the platforms’ influential networks, ultimately generating brand awareness and boosting customer acquisition.
The Results
The turnout at each event exceeded expectations. Throughout this multi-city tour, Fendi garnered hundreds of new leads. Attendees took advantage of the opportunity to book a private appointment for a future shopping experience, allowing the impact of the initiative to continue beyond the event itself.
Guests also spent more than $100,000 during the events—and that doesn’t account for the follow-up shopping trips.
Aside from the boost in sales, Fendi saw an increase in brand awareness as these influential guests shared their experience with their closest friends.