Fendi

Fendi – Global Digital Transformation Program

Fendi launched a marketing-only site in June 2013 and in 2015, they wished to introduce eCommerce capabilities on their digital platform. Per our brief… the new site was to be an “evolution from the current experience site and not a revolution”. That said, digital needed to be meaningful, differentiated and exceptionally executed.

Given the distinctiveness and uniqueness of the Fendi brand, the brand storytelling and editorial component was to play a central role in the overall experience and it was imperative that the eCommerce experience not overwhelm the luxury experience.

Fendi is big on concierge services and driving a best-in class shopping experience and this needed to remain paramount in the digital experience.

Omnichannel is table stakes for brands in today’s world and Fendi expects its experience to be seamless and agnostic of channels as well. Fendi desires to maintain its single view of the customer as it evolves into an omnichannel world with a view to integrate online and offline CRM.

Deliverables: Creative Direction, Direction for Film, Experience Strategy for Omnichannel, UX, Visual Design, Animation