Fendi launches dedicated digital platform for Millennials
Last month Dolce & Gabbana broadcast its intentions loud and clear to market to Generation Z with an elaborate runway show featuring Millennial influencers. And the big labels have for a while now been filling their front rows with the younger generation. Now Fendi is making its move for Millennials, at least digitally.
The Italian luxury fashion house is poised to unleash a new digital platform this weekend, aimed exclusively at engaging the Millennial set. The label has already dropped an app on the Google Play Store for android phones, with a wider roll out planned for Monday, Feb. 6.
The site, dubbed "F is for...", and will be divided into sections named Freaks, Fulgore, Faces, Freedom and Fearless. The app description promises loads of fun: “Get access to the F is For… parties popping up around the world and enjoy a ton of exclusive content for up to 48 hours following each one. Use the different features of the app to get all the party information you need, interact with other guests, listen to the tracks you’ll hear live and make the most of every experience. Step into F is For… and start wilding!”
Cristiana Monfardini, Fendi worldwide communication director and creator of the initiative told WWD: “The idea is to share the Millennials’ vision of The New Rome, keeping a distance from stereotypes of the city and offering a different perspective and a new language.”
The project tapped the resources and ideas of Fendi employees in that same age bracket, "F is for..." will go live on fendi.com from February 6.
Each section provides a different outlet for the target market: "Freaks" lays out the site's manifesto, while "Fulgore" offers fashion editorials -- all with a link to Rome and featuring photos (taken with an iPhone 7) of Fendi-clad models that are all Millennials; "Faces" spotlights inspiring individuals, and "Freedom" maps out unique and interesting experiences and places around the world.
The last category, "Fearless," is a creative outlet covering music, art and culture, which also allows artists to throw their hat in the ring and request to perform live on the rooftop of Fendi's Palazzo della Civiltà headquarters in Rome.
Fendi will celebrate the launch with a party for Millennials in New York on February 10 at Fulton Market Building, which has been pegged as the "First-Ever Fashion Music TV-Show" and will feature various live performances.
With reporting from AFP Relax News
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