Fendi to Convert Great Wall into Great Catwalk

Source Reuters

Event Description
Italian luxury fashion giant Fendi will hold a show on the Great Wall of China in October as parent company, LVMH Moet Hennessy-Louis Vuitton, seeks to double its sales by 2008. Last year Fendi had sales of around 350 million euros (US$469 million).

To achieve this goal Fendi is gearing up to launch a new fragrance and open boutiques in markets from Turkey to Qatar. The company is also moving into fine jewelry and hotels, and bolstering its website to provide better links to e-commerce partners such as Net-a-porter.

Event Impact
LVMH Chairman Bernard Arnault has said repeatedly he sees potential for Fendi to become a “star brand” alongside its LVMH stablemates such as leather-goods maker Louis Vuitton and TAG Heuer watches. Increasing sales in the China’s booming luxury products market will be the key to tapping that potential.

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