15/12/2021 – The LVMH group brings with it an important legacy in the field of know-how and craftsmanship and on this premise it has aggregated various luxury brands in different sectors under its wings, a bit’ all united by this element of high craftsmanship.
Fendi, entered the orbit of the group in the now distant 2001, has represented perhaps more than any other the connection with the tradition of the masters of made-in-Italy and has ridden history while always maintaining a strong link with the design and production choices that made this brand famous in the 1930s last in Italy.
Communication now travels at completely different rhythms and logics, pushing more and more on social media to try to engage and create a new reputation for brands, but to do a good job it is not all promotion and communication.
The LVMH group since 2014 has been concerned with enhancing the founding values of luxury craftsmanship on which many of its acquisitions have focused and launched the Institute of Professions of Excellence, a training and learning program dedicated to protecting and transmitting skills to young people on the “know-how”, that enormous capital of know-how brought by those who make the drapery and those who cut it, those who polish jewels and those who make knitwear, who is a master watchmaker or even a chef, a pastry chef or shoe mounter, but also the sales assistants.
Hence the need to adapt communication and develop a series of initiatives related to this commitment of the brand, therefore no longer just processing techniques, production and assembly, materials and finishes, but commitment to bring traditions and – is perhaps the most important element – know how di un tempo nel futuro, not by wasting but rather by enhancing the immense capital available in the hands and ideas of the people who work for the various brands of the group.
As mentioned above, communication now travels at completely different rhythms and logics, pushing more and more on social media and because of this current condition and in an increasingly crucial perspective, the Fendi brand wanted to illustrate some things that emerge in a video from the series “The Story behind ME” broadcast exclusively on social networks and focused on the savoir faire of 3 employees: to see the video click here.
What emerges most important from this video ? There are at least 3 key points that deserve attention in understanding how to work on the definition and management strategy of a brand:
The product becomes a useful tool to ferry these elements from the side of the entrepreneur to that of the customer, translating into experience all that we want this to bring with it, wanting it, choosing it, communicating it with your own lifestyle.
The brand then explains, does not promote, has the refined task of collaborating with his client and in a certain sense living experiences with him.
From here it is important to understand how a brand strategy today must be well designed and well thought out, because the challenge is no longer on the shelves, but before and after.
For information and insights: management@mito.org.uk
