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The brand was set up in 2015 being named after the siblings mothers parents (Fred & Elsie), with there sister athletic company being named Olly after their dads mum. They aim to keep it a family brand and include everyone as they grow.

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In the photo you can see Natalie, Ryan and Leanne the owners of the brand.

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This screen shot was taken form the brands website, it give a brief summer of the brand and what they stand for.
Key information:

They brand is owned by three siblings

The brand lives in a London studio, with everything done in house to reduce the company’s carbon foot print.

Passionate about the environment.

Described as “fun, bold and always up for a laugh”

Tone of voice
The tone of voice shows the brand really know who they audience are slipping in little joke here and there as well as being fun and playful.

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I decided that I need to develop my knowledge on the industry that I want to enter into, there for I've decided two try and read two articles each we and analyse them here. This not only helps me develop my retail knowledge but also my spelling and grammar.

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These mind maps really me to narrow it down, I felt a lot more creative with my festival idea and as it’s something that I know a lot about I think this so the best brand for me to do.

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Two of the ideas that stood out to me was creating a pop up store /festival tour bus for the brand Elsie & Fred, and the idea of an Italian summer love following the idea of Romeo & Juliet. To help me decide I created another mind map for both these ideas looking into what I could do and what the brands stand for.

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As this is my final ever project at the FRA I wanted to choice a brand that I would be able to show case all my talents and what I have learnt from my previous three years here. So to do this I created a mind map that focused on smaller more unique businesses. I want the brand taht I choose to be something different and not main stream.

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I brain stormed and created a list of thing that I want to be in my final project, this has given me a rough idea of how much work I will be doing and what the lay out will look like.

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Right now, I am currently studying at Fashion Retail Academy, doing a year long level 4 visual merchandising course that details in the online aspects, previous to this i studied two year at Fashion Retail Academy doing a level 3 fashion and business degree which includes topics such as communications, buying and marketing.
This lead to me, in September 2019 to be given the opportunity to have work experience for three weeks at Whyte studios helping to run the visuals on their social media using the app "filmm" to create their giffs, as well as this I was able to help create their instagramtv layout and even directed two of the shoots.

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Lauren Starkie - Sales Assistant - New Look | LinkedIn

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Right now, I am currently studying at Fashion Retail Academy, doing a year long level 4 visual merchandising course that details in the online aspects, previous to this i studied two year at Fashion Retail Academy doing a level 3 fashion and business degree which includes topics such as communications, buying and marketing.

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Home | Lauren Starkie Visual Merchandising & Digital Display Student

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Home | Lauren Starkie Visual Merchandising & Digital Display Student

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When doing my research I realised that Fendi did not have an app, so as well as creating the home page for the website, I also made a home page for an app inspired by their brand image keeping along the lines of the colour scheme on their website and social medias.
I wanted the home page to be more image that text as I found  this to look more luxury  and was also similar to the website. One thing I found hard was finding the exact font that Fendi use, I soon realise that the brands font was traded market, with only them having access to it but to come over this issue I played around with lots of different fonts and finally found Copperplate Gothic Bold, which I feel fits the best.

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Windows Trip to Bromley, Glades Shopping Centre

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i went for customized wallpaper to place on the back wall.

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To start off i found a marble pedestal on pinterest that i fell in love with but, when researching into it i found out that it was £500 for just one. This was over the budget so i look for an alternative that i saw on Zara this was only £79 and fitted my aesthetic.

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800 LED lights will be placed in the style of an F in the center of the window that will light up.

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Stick hooks to hold the lights up and keep them in place.

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A thick white marker pen to write the hash tags on the window (easy to remove)

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Trying to create the exact arch I wanted for my window display was extremely hard to find, I looked through multiple prop companies and non of them had anything similar.
So I looked into having it hand made in wood or foam board, but this resulted in being massively over budget and I would also have had to higher a company to install it into the window.
So with these issues I decided that I needed to look at the problem from another angle and instead of creating something exactly similar I just needed something along the same lines. That’s when I found these wedding arches on Etsy, even though they don’t have a lot of detail they are on the same lines and extremely easy for an instore VM to assemble.

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This is how my Instagram post came out, over all i think it looks professional and exactly like something Fendi would post. How ever the image has been slightly blurred, next time i know to use a clearer image.

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To create my Instagram mock up i used adparlor to create a realistic post.
Having done all my research on their social media i already had a rough idea of how i wanted to layout the post . I found it hard to get a picture that related to my campaign, but came over this by using a previous campaign image from Fendi.

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Here the brand have listed where all their factories are located and give a detailed report on employment standers and laws they follow. This shows to me that the brand do care about there workers and ensure they are cared for.

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When looking into Fendi and how they are sustainable i found it hard to find things that the brand are really participating in instead of promises. All that LVMH had listed was that they promised in 2019 to come out with a sustainable range, this is still yet to happen and i do not think it will.

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CV 360 scored my CV at 84% this is very high and i was proud of it, but i want to see how i can improve and get closer to 100. it highlighted the fact that my word count on my personal statement was low , i agree with this and had to improve it I've book in with the career team to help me develop it .

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When taking this test i was very skeptical of the out come as i didn't believe a survey could possible calculate my personality and put me in a box, but when getting my results back and reading over them I was hugely mistaken.

I was ladled as an adventurer with my letters being “ISFP-A / ISFP-T” this over all means that I love exploring new thing and being creative by expressing my self through fashion and  beauty, despite this confidence I'm an introvert who needs time away from everyone to recharge.

This is exactly me and has helped me to realise my strengths and weakness highlighting that I'm sensitive to other peoples emotions helping to minimize conflict, this is very helpful when it comes to team work as I'm able to bring everyone together making project run smoothly. Although one of my weakness is that I'm easily stressed and can often lose my characteristics when thing don’t follow the plan, this is a big weakness that I need to work on by being prepared for problems and learning to relax through meditation or just taking a break.

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Here they have created a triangle using the position of the mannequin, this captures customers eyes and gives them more to look at. The different height helps to stop the window from looking over crowed and give it the luxury feel.

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This window was created in January 2015 show casing the brands collaboration with designer Martinino Gamper, this display and similar ones were seen in 70% of prada stores.
The idea was to capture the word ‘corners’ and create some thing special out of it. I believe they have done this externally well by have the single mannequin it placed in the corner, by using art they have tricked the eye to make the mannequin look further away. The outfit has followed the colours of the window but the blue back ground stops it from blending in and helps to see the clothing clearer.
I personally love this window and think it is simple but very creative

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This out has been heavily styled with bold colourful accessories. The top it the key feature of the outfit with the writing standing out and being the main vocal point

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Prada is one of Fendis biggest competitors, with them both having  similar and the same target audience due to social media they have grown dramatically from their re edition 2000 bag going viral. being seen as a stable for street style, this lead to the brand now having having 10million more followers alone on Instagram

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I decided to change my idea as the pink/ Valentine’s Day theme that I was following as I realised that it didn’t relate to my customer and would catch their attention so I started of by looking at who my customer was and what they like and created my idea from that

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There are only one of each size on display

All clothing is placed on a hanging rales with accessories on shelves

Key piece are are styled facing forward

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As a luxury brand the store is laid out in the style of a boutique with the floor staying clear and majority of product on shelves on the wall or glass cases this allows all product to be seen clearly.

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Here they have displayed the baguette bag as the main vocal point with the peaks of bags and hats on either side. There is no colour scheme or theme to the placements.

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Primary research: product placement nee look 

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Primary research: product placement nee look 

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This was one of the first wall bays that laid out and styled, with inspiration from the VM guide lines. The products have been placed in 3 wall bays following the colour scheme of neutral tones. The 2 outer wall bays create a full outfit, bring the main statement pieces. In the middle wall bay there are coordinating accessories, the central rail holds block statement piece.
Now looking back at this wall bay i think i made it a little over crowed with product in the middle and i could of done with placing more accessories to being the outfits complete.

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In this design I’ve incorporated the Fendi down the side and placed all the tabs in the center

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Out of these 4 mock ups for my app I decided that my favourite one was the first one with the blue star. I like this one as it show case multiple different tabs over lapping, I also like the idea of having Fendi down the side from the 4th one.

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Chanel is similar to mulberry with simple layout featuring key collections.

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Mulberry is less busy with just consistent pictures underneath each other and little to no writing this is very different from the fast fashion brands who have their discounts at the top with.;

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Ebloggers has a more simple professional layout with a simple image at the top with information underneath following on from four squares of each department

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When looking to design the mobile app i went through  my phone and look at what retail apps i had and how they were laid out.
Pretty Little Thing is a multi-million fast fashion brand with 60%+ of sales being made on the app, therefor they are clearly doing something right. So i decided to look over their app, even though it is the opposite style of brand compared to Fendi.
I loved the lay out of the home page how they spaced out each campaign photo so that the screen wasn't over crowed, this is something that i need to keep in mind as it is a small screen.

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In most of they shoots the stick to one key colour.

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This photo is from Fendi’s most recent Paris couture run way, through your this catwalk they styled all the outfits extremely heavily with accessories and jewellery, completely different from they day to day post.

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This was styled for the Japanese peekaboo bag campaign 2021, the stylist dressed Vicki in a tulip sleeve figure hugging red dress, making her look “fierce and ultra feminine”-Fendis Instagram caption. The outfit had been styled with a white peekaboo bag to match the white slip on pumps, by not having her in heals it shows that they value comfort. There is little to no jewellery to be seen but a gold watch that ties in with the gold buckles on the bag and belt

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In this outfit we can only see the top half but again there is no jewellery just a bag that holds all the attention

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By having the bra showing through the open shirt it draws in on the elegant feminine side but  with no cleavage showing it doesn’t sexual her, but make her look empowering. On this outfit they have stayed with in the same colour theme of pink with no accessories and little make up

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This outfit has been styles very simply again with all the focus on by the dress and it’s elegant silhouette. The brown leather boots give it a a bold empowering look almost contrasting the elegance of the dress.

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This look was seen on Praia cat walk for S/S 21, indpired by Miami Beach bold patterned co-ords are styled together with wish simple clock heals and minimal accessories, these allows all the attention to be on the outfit and it’s loud colours.

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On the S/S21 catwalk puffy or oversized sleeves are long to be a big trend, with that being the main vocal point of the outfit. Here's it paired with simple but classy black leather shoes with a brown bag matching the colour of the belt buckle.

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They also use a key hash tag on the window in small text

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In this oasis window the messaging as at the bottom with the mannequins behind and a smokey vinyl on the window giving the semi open back window a faded frame.
The message is in neon white lights with the vinyl layering over the top making it slightly blurred, i feel this draws in on the feeling of night time and follows its theme of mystery. the text is simple and easy to read because of its size, this is something i need to think of when incorporating text.

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In this Fendi window we can see the text inside the light bulb in neon lights, really helping it to stand out and be the main focal point with the mannequin in the background.
This text is incorporated into the window and not vinyl on the outside

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The email is very clean and luxury with it being easy to read. It’s tone of voice is simple but classy.

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The brands TikTok was launched by Sabrina carpenter, a Disney star with an up beat personally, her tone of voice is full with excitement and adventure ready to do any thing.

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I noticed that they use the exact same caption for Instagram and Twitter. I feel this is a bit full and boring for customers to see the same repetitive message everywhere they go.

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I’ve used the captions of their resent posts to analysis the brands tone of voice and how they talk to their customers.

They always start the caption with a short simple phrase, LOVE IS LOVE, I’ve noticed this is normally all in capitals, I think this is to make users stop scrolling and capture their attention.

I personally feel like there is not Then their is a short sentence or two about the image.

Finally with every post ending the same “tap the link in bio for inspiration”

Fendi is always a #

Multiple post have the same caption

I personally feel like they don’t connect to the customer very well, it almost feels as if they are talking at them in stead of with them.

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this was taken from the Prada SS21 women's runaway and we can see that they have styled the maxi full skirt by layering it with an over sized shirt, that has the same print on and a black under top, keeping to the theme of black and white but a tiny pop of colour in the shoes.

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WGSN catwalk silhouette skirts/ dresses 

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WGSN catwalk silhouette skirts/ dresses 

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The graph informs us about the silhouettes of skirts and dresses it is predicted that full skirts and fit and flare are the main two styles we are gonna see in stores/ have been seen on the run way. In my collection I’ve chosen a couple of fit and flared skirts I think these will sell well as they have had a 39% increase from last year

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This slide talks about all over prints and the decline in recent year to them slowly making a come back now, with a +7% increase from last year the first rise in 4 seasons.
We can see from the graphs that placement prints are going to be seen more than all over prints as we are still travelling towards a minimalistic trend, these prints just give a new lease of life to peoples wardrobes as well as creating a wow factor on websites.

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On the colour chart to the right, it indicate all the key colours that are predicted for S/S21.
We can see that the more prominent colours from the cat walk are black, greys and brown. Brown is already a huge current trend I assume this will roll in to SS.
For my Fendi collection that I chose the main colour scheme of my clothes is pastel pink, we can see from the graph at the bottom that pink is in the top 3 for pastel colours indicating to me  that the collection will be a success.

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In July 2018 Fendi release there 10th anniversary marketing campaign with three generations of Kardashian show casing there peekaboo handbag. To spread the campaign on social media the

brand used the hashtag #meandmypeekaboo.

By using the Kardashian, who have a large social media following the campaign sky rocketed with everyone  talking about it.

I like how the campaign used three generation of empowering women to promote there bags, I believe the campaign did work and was a success as it was reposted all over social media  resulting in a wider audience seeing it.

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Marketing campaign

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2020 pre fall window for the Hong Kong store, it follows the theme of their sketched collection, with everything in it only being black and white and appearing to have been sketched .
I think this window is extremely simple but effective as the mannequin is the main focus with a dimple light pink bag off to the side breaking up the harshness of the white and black.
I noticed from this display that the brand have a specific type of mannequin taht they use for every display, plain white with facial features no make up or wigs it’s kept simple to have the focus on the clothing.

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2018 spring window for the the London store, the creation was drawn from the idea of tropical flair.
They dressed the 2 white realistic mannequins in shiny pearls and the iconic bold print to make them appear rich and confident.
The windows formation is seen to be  symmetrical  a split down the middle of the backdrop mirroring the bags and mannequins pose.
We can see the Fendi logo stamped on the inside wall a common thing they do in most windows

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on their linked in Fendi have an overview of who they are and information about some of their most iconic bags.

They high light how proud they are are of their heritage and how it has lead them to grow.

the band is seen as "refined symbol of glamour, expertise and experimentation."

has 200 stores globally

1,001-5,000 employees

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The green graph to the left shows that 77.5% of Zara’s customers are female
The pink graph in the middle indicates that majority of there customers (27.6%) are aged between 25-34

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Global data didnt have any customer data on Fendi or luxury brands but it did have information on Zara which I noticed from previous research was a brand that my customers all so but from.
This graph shows that 25.9% of customer purchases their cloths in London, this indicates to me that they either live there or close by.

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This window was seen in the Shanghai store hi ring a preview of the beget bag.
It’s an open back window with 2 white realistic mannequins, the positions of the mannequins draws your eyes to the left side as that is where it is product heavy.
The have placed one mannequins on iconic Fendi box’s this use of branding is very simple but creates awareness of the brand for customers who are just walking past, we can also see branding stamped into the inside wall.