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Fendi drives boutique traffic with cross-channel effortsBy Erin Shea
Italian fashion house Fendi is showing the craftsmanship that went into its relaunched Selleria collection through global multichannel efforts that span store windows, a microsite and social media.
The Selleria collection comprises bags, shoes, small leather goods, homeware, accessories and other items. The brand is pushing the collection on many platforms to promote the relaunch and encourage consumers to visit Fendi boutiques.
“Fendi is really pushing people to the microsite from their Facebook page of 2 million fans, since the site is slightly hidden on its main Web site,” said Lauren Klostermann, head of industry for fashion at Blue Moon Works, a Denver, CO-based digital marketing agency.
“A microsite like this promotes a targeted view of a theme or story, and in this case, the craftsmanship and design process behind Fendi’s watches and leather goods in the Selleria line,” she said.
Ms. Klostermann is not affiliated with Fendi, but agreed to comment as an industry expert.
Fendi did not respond by press deadline.
Blast from the past
Fendi dedicated a microsite to the relaunched collection. It can be viewed at http://selleria.fendi.com.
The site offers a look into the creation process of the collection through various sub-pages, which are heritage, fatto a mano and collections.
On the heritage page, consumers can watch video clips of interviews with accessories creative director Silvia Venturini Fendi, view videos and images on the creation of the Selleria products, view images of celebrities with Fendi products and discover the history of the collection.
Fatto a mano – Italian for handmade – is the next section, which includes a list of events, the information about label’s designers and a calendar. However, the events and calendar have not been updated recently.
Through the collections tab, consumers can browse the various items in the Selleria collection. Choices of products are made to order, iconic, world, handbags, travel, shoes, small leather goods, accessories and casa.
In addition, Fendi is updating the windows in its boutiques around the world to flaunt the Selleria collection.
The label also posted images of the boutique windows on its Facebook page with a link to the microsite.
Microsites can allow consumers to further delve into a brand. Other luxury brands have used them to push certain collections.
For instance, Swiss watchmaker Raymond Weil is showcasing its expertise with a classical music-themed campaign that comprises a microsite, film and social efforts.
The campaign titled “Precision is my Inspiration” shows the brand’s connection to music and the similarities between music and watchmaking (see story).
Also, Montblanc, maker of writing instruments and watches, is pushing the ubiquity of its Meisterstück pen line through a digital consumer storytelling campaign.
The “My Meisterstück” microsite is the hub for the storytelling effort, though Montblanc is also linking pen product pages on its Web site to the campaign (see story).
Since Fendi does not offer an ecommerce option, it is likely that the goal of the microsite is just to entice and inform consumers.
“Since the goal of this site is much more branding and storytelling, it makes sense to keep it as a separate microsite with different success metrics,” Ms. Klostermann said.
“Users will enjoy perusing this microsite as it has an element of aspirational purchases such as leather guitar cases, leather airplane seats with fur, along with a museum collection feel,” she said.
Erin Shea, editorial assistant on Luxury Daily, New York
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