Fendi restyles its tech capabilities with value chain makeover

International luxury fashion brand, Fendi, has revolutionised its global transactional value chain with an omnichannel solution from Dedagroup Stealth, the company dedicated to fashion and luxury retail, and part of Dedagroup.

Founded in Rome in 1925 by Adele and Edoardo Fendi, the Italian fashion house fuses a distinctly modern aesthetic with heritage style and an appreciation of fine fabrics and craftsmanship.  Iconic designer Karl Lagerfeld became Fendi’s Creative Director in 1965, catapulting the brand into one of the world’s premier luxury labels, welcoming Silvia Venturini on board in 1992. The group’s portfolio has continued to grow, comprising handbags, clothing, watches, interior design and in more recent seasons diversifying further with luxury ski wear and childrens wear collections.  Fendi’s store estate now spans 250 stores in over 30 countries worldwide.

As a world-renowned international brand, operating in multiple territories and across multiple sales channels, Fendi recognised the need to integrate its systems to enable a single view of stock, throughout the group’s entire product chain – from factory to point of sale – and give a unified view of its customers, from the channels they shop in, to their buying journeys and purchasing habits.

Fendi selected Stealth®, the Fashion Platform by Dedagroup Stealth to integrate its global operations onto a single platform. The fashion house now uses the platform to manage its production, distribution and logistics, including; enhancing its shipping methods, integrating its ecommerce channel, optimising its goods allocation at a global level, improving costs and supply, and developing inter-company relations between the fashion house and all its subsidiaries around the world.

One of main outcomes of the project is the integration of all Fendi’s sales channels into a single stream of data, including the integration and management of its Made to Order service, an exclusive co-creation service that Fendi offers its customers, by seamlessly sharing the information from the point of sale, with the production unit and across its entire supply chain.

Frederic Munoz, COO Worldwide at Fendi, commented: “Fendi’s value chain is completely digitalised, because all our processes rely on digital. To us business transformation means following the product digitally; from production to distribution to the end customer, both in physical and online stores.”

“Fendi now has an omnichannel solution for seamless orders, shipping, allocation and deliveries, worldwide, overcoming the distinction between offline and online channels. With Stealth we speak the same language; which is that of fashion, of the Italian industrial and artisanal model. We are in tune when it comes to organising flows to suppliers, logistics providers and distribution around the world,” he added.

Luca Tonello, Sales Manager at Dedagroup Stealth, commented: “When it comes to luxury fashion retail businesses, which have built their reputation on quality, exclusivity and compelling storytelling, it’s crucial that close attention is given to back-end systems, in order to optimise a brand’s front-end services and messaging.  Fendi understood the need to revolutionise its supply chain visibility, putting excellence at the disposal of the customer.”

“By gaining control over every area of business, Fendi has a real-time, fully-integrated view of stock, customer and order, enabling a consistent customer experience delivery through every channel and territory, which for a luxury global brand is a business imperative,” he concluded.

The move to digitally integrate its global value chain, follows recent announcements from the brand who’ve added experiential into its marketing efforts with the launch of a pop-up Fendi Caffe in Harrods earlier this month and a rumored collaboration with pop-star, Nicki Minaj.

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